State Farm Insurance

The Project

Over the course of 9 months I led the effort to connect with representatives of State Farm’s 19,000 agents, 83 million policy holders, and 58,000 employees in the effort to create large-scale, omni-channel journey maps to highlight pain points and opportunities in the digital ecosystem.

The Approach

With a massive project like this I really had to make sure I was well organized and headed in the right direction at the outset. With thousands of people, complex legacy systems, and literally of high-value use cases it was imperative that I define a targeted approach that would enable the team to pivot when necessary.

Luckily I had access to previously created research that allowed me to understand major pain points from State Farm customers. Based on that intel, I began to trace those major issues back to how State Farm agents and customer service reps became aware of them. Was it via phone? By text message? And for those dozens of pain points and opportunities I was able to illustrate on a scenario-by-scenario basis the back-end system capabilities, agent workarounds when limitations were presented, and customer impacts.

The Satisfaction

Enterprise projects are difficult. That’s why I love them. This work highlighted the root causes of some of State Farm’s most pressing business issues. It will, no doubt, take many years to truly address them, but there is now a clear and specific tactical document that illustrates a multi-billion dollar value in the next few years of the State Farm enterprise.