WHAT'S YOUR WHY? MAPPING THE COSTUMER JOURNEY IN HIGHER EDUCATION
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.
McMahon, Emily and Werner-Powell, Brett, "WHAT'S YOUR WHY? MAPPING THE COSTUMER JOURNEY IN HIGHER EDUCATION" (2019). University Research Symposium. 204.