Financial Services
Zurich Financial Services
Customer journey and process mapping across brand acquisitions
About the client
Zurich Financial Services is a leading multi-line insurer operating across more than 215 countries. Following significant acquisitions in the Australian market – including OnePath from ANZ and Macquarie Life from Macquarie Bank – Zurich needed to navigate the complexity of unifying very different businesses, customer bases, and operational processes under a single brand.
The challenge
The acquisitions brought with them significantly different customer and advisor processes, systems, and expectations. Zurich needed a clear, shared understanding of how customers and advisors moved through the business across key lifecycle stages – new business, ongoing administration, claims, and full customer lifecycle – so that merger programme teams could make informed decisions about process harmonisation, technology, and communications.
Our approach
Zuni used a co-design approach that combined group workshops, qualitative and quantitative research, and iterative documentation. Working with stakeholders from across the merged businesses, we mapped both front-stage customer and advisor experiences and the back-stage processes that supported them.
Journey maps were developed iteratively – drafted, reviewed, refined, and validated with internal experts before being finalised. This approach ensured the maps reflected reality accurately and had buy-in from the teams who would use them.
The outcome
The resulting journey maps and service design recommendations became central working documents across the merger programme – used by teams spanning marketing, IT, operations, and project management. The maps provided a shared language and reference point for cross-functional decisions throughout the integration process.
Services involved