To support this Canadian insurer’s first digital effort, we developed a web-based platform that will serve as the cornerstone for all future efforts as well. While the initial plan was to use digital as a response channel for current direct mail efforts, we recommended a more flexible option that would support all future email and online advertising response.
In the initial phase, responders to an offer of free insurance coverage are taken to a personalised home page with their credit union’s logo. While accepting the offer, they are guided through the process and given the option to upgrade their coverage twice, one of the options being to upgrade their selected paid coverage to the next level. They were then taken through the purchase and payment process and their coverage was confirmed.
The platform required integration with the databases of over 100 credit unions, real time data verification, the creation and issue of a new policy, use of electronic signature software and compliance with both Canadian and internal rules, policies and guidelines. We worked with multiple internal and external client teams and IT vendors in creating and developing this project, always aiming to keep the purchase process simple and clear for the end user.
All future efforts will require only front-end changes as the online sales process and back-end connectivity are already in place.
- Art Direction
- Content Creation
- Customer and Prospect Segmentation and Targeting
- Website Design and Development