The private health insurance industry is under mounting pressure on how it provides its customers’ value in an environment of affordability challenges, added to this a broad trust deficit with big brands. At Bupa, our customer insights reflected this sentiment and we knew to stay relevant, we had to focus on the customer experience. Find out more about how at Bupa we leveraged our customer insights to redefine our customer segment based experiences that determine how we guide our customers’ through all the various touch points in their health and care journey, starting from brand engagement through to making a claim.