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, a regional insurance carrier serving the Northwest, did not have the capability to serve customers or facilitate purchases online.
The Challenge
Pemco, a regional insurance carrier known for high-touch service, 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.
The Solution
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 conducted a market assessment that considered trends and innovations well beyond the insurance industry.
The Result
West Monroe helped Pemco to develop a road map for implementing its strategy, including a budget and schedule that accounted for interdependencies among initiatives. The project team also performed a ROI analysis to provide an estimate of the payback period. By working with West Monroe, PEMCO developed a clear plan for meeting its service and customer retention goals online. In addition to creating an engaging, high-touch online customer experience that promotes effortless interaction, Pemco has realized other business benefits, including reduced sales and overhead costs.
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