Title

WHAT'S YOUR WHY? MAPPING THE COSTUMER JOURNEY IN HIGHER EDUCATION

Publication Date

4-5-2019

Document Type

Poster

Degree Type

Graduate

Mentor

Steve Taylor

Co-Mentor

Tice Sirmans

Abstract

The insurance industry is increasingly moving towards a service-marketing orientation. This change in orientation is largely the result of digital transformation. New business techniques include customer-journey and value proposition mapping. The current study employs these tools to better understand recent changes in insurance consumer markets. The maps suggest implications for insurance marketers and managers.

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