Aligning Brand Promise and CX Delivery for a Leading Auto Insurer

The CHALLENGE

A leading auto insurer client set out to better align its brand promise with the customer experience. While their two foundational studies — a brand tracker and a competitive CX tracker — delivered strong insights individually, Burke and the client saw greater value in connecting them. Our team set out to equip and empower the client’s marketing and CX teams with shared insight to guide smarter, more cohesive decision-making through establishment of a single source of truth.

The APPROACH

Strengthening the existing CX tracker, our team added a single module designed to bridge brand and experience in measurable ways.

Starting with the understanding the client’s brand promise, we created a tailored set of experiential attributes that reflected it and spanned key relationship touchpoints. Respondents first reviewed the brand’s promise, then selected which attributes were most important to delivering it. They then evaluated how each competitor performed on those dimensions.

The result was a clear and compelling performance map that brought together marketing and CX perspectives. It illuminated where the brand delivered well, where it had room to grow, and how competitors were perceived — all within the context of what mattered most to customers.

The OUTCOME

The findings gave the team an immediate focus. The brand was already outperforming competitors on the most important attribute. On the second most important, it trailed the market leader — offering CX teams a clear area to prioritize and strengthen.

But the work also surfaced something new: a quiet strength in the brand’s self-service tools. It stood out as a meaningful differentiator — something the market valued, and the brand delivered exceptionally well, yet less reflected in current messaging. Burke recommended evolving the marketing narrative to incorporate this strength, ensuring that brand and CX not only aligned, but amplified each other.

By formalizing the connection between the two trackers, the client established a single source of truth. Both marketing and operations gained a shared language, a unified vision, and a coordinated plan. Marketing understood which messages would best reinforce the experience. CX knew exactly which levers would move the brand closer to its promise. The result: clarity, collaboration, and momentum.

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