PEMCO, a regional insurance carrier known for high-touch service, recognized that it needed to expand its service capabilities to the Internet in order to remain competitive. Working with West Monroe Partners, PEMCO developed a strategy for extending its strengths into a new and critical channel that would allow for an effortless online customer experience during all four stages of the customer lifecycle: discover, evaluate, purchase, and service.
Translating high-touch experience into new channels.
The Internet has become vital to the insurance industry, with a growing number of insurance customers using the web each year to research and purchase policies and conduct service transactions.
Although known for delivering a high level of customer service via telephone, PEMCO did not have the capability to serve customers or facilitate purchases online. Introducing an online presence became more critical—and urgent—as:
PEMCO wanted to move quickly to create a world-class online experience for its customers, direct agents, community agents, customer service employees, and business partners that:
Strategy built on an outside-in view, leveraging cross-industry best practices.
West Monroe established a team with insurance industry experience, eCommerce expertise, and—most significantly—a unique approach focused on defining and creating an effortless customer experience.
As the foundation for defining an online customer experience strategy that reflects PEMCO’s brand, West Monroe Partners conducted a market assessment that considered trends and innovations well beyond the insurance industry. This “outside-in” assessment included studying:
West Monroe Partners also conducted a current-state business assessment that included:
Common experience principles across all customer touchpoints.
It was critical to set common principles that would guide both the current customer experience initiatives and future programs to ensure project goals were met. To facilitate this, West Monroe Partners organized cross-functional workshops and innovation sessions, during which directors from across the enterprise came together to create a strategy, including:
Finally, using the output of these sessions, West Monroe Partners helped PEMCO develop a roadmap for implementing its strategy, including a budget and schedule that accounted for interdependencies among initiatives. The project team also performed a return-on-investment analysis to provide an estimate of the payback period.
Effortless customer experience produces more business benefits.
By working with West Monroe Partners, PEMCO developed a clear plan for meeting its service and customer retention goals online—a strategy grounded in world-class eCommerce and customer experience principles, while addressing its key challenges, including its scale and investment limitations relative to larger competitors.
In addition to creating an engaging, high-touch online customer experience that promotes effortless interaction, PEMCO has realized other business benefits, including reduced cost of sales and overhead.