Customer Perspective

Yesterday i was part of a presentation where consultants had to brief a team on a new product design that will soon be in the market. The product  is about maternal health insurance coverage which will provide coverage to low income couples for the pre-natal, natal and post natal care, starting from doctor consultation to C-section. Normally this cost PKRs: 15000 ($176) almost equal to five month gross income for people living in poverty.

The product is designed to cover all the expenses of expected ladies if they purchase a MHP (Maternal Health Passport) at the cost of Rs: 4000 ($47) only. Range of covered services under this product are proposed to be available in a network of affiliated hospitals.

No doubt this micro insurance product is revolutionary, innovative, affordable and well thought, however during the discussion an issue pop up regarding customer identification/gate keeping! and from that point onward i kept thinking on this very basic question of 'customer perspective'.

- do we have customer say in the process?
- do we know how do they have a valid identification card??
- what do they prefer to do and what they don't???

So many question like this...................still thinking!!!
- is