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CLIENT CASE STUDY


Accenture assists insurer with digital capabilities

Accenture helps leading insurer with a clearly-defined vision and roadmap for its digital channels

Overview

As a leading commercial lines insurer, the client sought to spur growth and become more customer-centric by making better use of its digital capabilities and channels. Accenture helped assess the current state of the insurer's digital channels, leveraged knowledge of best practices and characteristics of high-performing digital ecosystems within the industry, and performed a digital diagnostic analysis of the insurer's existing Web assets to develop a digital capability model, strategy roadmap and governance framework.

The insurer now has a clearly-defined vision and roadmap for developing and capitalizing on its digital channels—an approach designed to simplify business processes, tailor personalized interactions with customers, create consistent, integrated experiences across channels and expand its brand awareness and reach.

Opportunity

The insurer sought to create an integrated multichannel strategy, identify the most efficient use of its digital capabilities and channels, and establish a roadmap to consolidate its existing digital capabilities and channels—including email, Web, mobile and chat—into a single online gateway.

The client felt it would be necessary to design a governance framework to identify relevant and value-driven metrics monitoring user experience, track efficiency and productivity, realize a sales improvement and reinforce customer satisfaction. Accenture was asked to assess the current state of existing digital channels, leverage knowledge of best practices and characteristics of high-performing digital ecosystems within the industry, and perform a digital diagnostic analysis of existing assets.

Solution

Once the engagement was underway, Accenture helped the insurer by:

  • Performing a digital diagnostic analysis of the existing Web assets to determine if issues existed with website quality, data quality, searchability, security and compliance.

  • Holding a series of workshops with key stakeholders to identify the highest priority segments within each of three groups—distributors, insured clients and employees.

  • Assessing the current state of the insurer's digital channels.

  • Conducting user research, including interviews, focus groups and electronic surveys, to gain insights into user needs.

  • Developing user personas to create a shared understanding of the people using the insurer's website, intranet and mobile applications.

  • Leveraging knowledge of best practices and characteristics of high-performing digital ecosystems within the financial services industry.

Results

Accenture provided the insurer with:

  • An assessment of the current state of its digital capabilities and the needs of its distributors, insured clients and employees.

  • A report on the leading practices of the insurer's competitors in the market.

  • A detailed digital capability vision supporting the insurer's strategic business priorities.

  • A digital operating capability model, strategy roadmap, governance framework and metrics, designed to establish a solid foundation, capitalize on short-term opportunities to create momentum, and establish alignment and dependencies with the insurer's enterprise roadmap initiatives.

The insurer now has a clearly-defined vision and roadmap for developing and capitalizing on its digital channels—an approach designed to simplify business processes, tailor personalized interactions with customers, create consistent, integrated experiences across channels and expand its brand awareness and reach.

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