Skip to main content Skip to Footer

CLIENT CASE STUDY


Leading Swiss insurer: Marketing and distribution services

Learn how Accenture helped this insurer create a customer-centric sales process, develop advanced customer insights and increase direct sales numbers.

Overview

This leading Swiss insurer sought to develop more targeted products and pricing, shift toward binding co-operative agreements with fewer partners and undertake a digital transformation journey.

Accenture helped the insurer develop a vision of the company as a digital insurer, defined a three-step transformation roadmap to tackle customer acquisition and attrition challenges, and extended the roadmap to include a new online sales process, lead and campaign management, data management, analytics and IT architecture, as well as a dynamic website ready to drive acquisition.

Accenture’s approach helped the insurer implement a new direct sales channel and digital marketing organization within 12 months, create a customer-centric sales process, develop advanced customer insights and realize significant customer acquisitions at a reduced cost. The insurer estimates that total direct sales numbers will increase by 5–10 times within the year.

Opportunity

The insurer’s existing distribution model was based on non-binding co-operative agreements with many partners, including brokers, as well as life insurance, and property and casualty insurance companies. However, customer acquisition through these channels had plummeted in recent years and the business and distribution model could no longer compensate for the natural customer attrition rate.

To meet these challenges, the insurer sought to:

  • Develop more targeted products and pricing.

  • Shift toward binding co-operative agreements with fewer partners.
  • Tap into new distribution channels.
  • Develop strong direct sales capabilities.
  • Undertake a value-led, analytics-powered digital transformation journey. 

Solution

Accenture helped by:

  • Developing a vision of the company as a digital insurer.

  • Conducting a feasibility study of existing and future functional and technical capabilities, the organizational model and the impacts of business cases on sustainable development.

  • Defining a three-step transformation roadmap to tackle customer acquisition and attrition challenges.

  • Extending the roadmap to include a new online sales process, lead and campaign management, data management, analytics and IT architecture, as well as a dynamic website ready to drive acquisition.

Results
Accenture’s pragmatic end-to-end approach from strategy to implementation helped the insurer:

  • Implement a new direct sales channel and digital marketing organization within 12 months.

  • Take the first step in a digital transformation journey.

  • Create a customer-centric sales process with needs-based selling to generate a unique customer experience.

  • Develop advanced customer insights, which could be leveraged by the insurer’s underwriting and product development units.

  • Realize significant customer acquisitions at a reduced cost, based on a lower dependency on provision payments to brokers and other insurance companies.

With the improvements in online marketing and a better conversion rate from the new online channel, the insurer estimates that total direct sales numbers will increase by 5–10 times within the year.

Industry & topics highlighted

Financial Services