Read how Accenture has helped a leading Asian life insurer to establish a customer-centric marketing function using analytics and digital customer engagement.
Over 18 months, Accenture and the insurer built the foundations of a customer-centric organization with a clearly defined marketing vision. The companies teamed together to establish governance structures and define a comprehensive digital strategy, including digital channel awareness, a back-end leads management process and acquisition leads generation. As a result, the insurer saw the generation of over 13,000 leads within three months in the digital acquisition process, creating a new awareness in the market.
With pressure from shareholders and competition in the insurance industry intensifying, the insurer embarked on a series of strategic initiatives to:
Transform its group-wide marketing function.
Gain greater levels of insight into its customers.
Improve customer experiences and relationships.