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First time Lucky How Royal & SunAlliance Group, one of
the world’s largest general insurance companies, implemented a new e-business
infrastructure and rebranded itself. |
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In the fiercely competitive insurance industry, the internet provides scope for expansion in the provision of direct-to-consumer services. To maintain and improve its position in the market, Royal & SunAlliance UK (R&SA) needed to make the most of its direct offering. With 2 million direct customers and a wide range of products, R&SA saw an opportunity to increase product cross-holding and attract new customers. The key decision was to try to create a new, contemporary insurance brand for consumers – More Th>n. More Th>n would add currency to and build on the name R&SA had developed over hundreds of years. It was intended to integrate the Royal & SunAlliance product lines, packaging products into ‘lifestyle solutions’. The aim was to make More Th>n synonymous with excellent service – customers should have a complete choice of communication channels (write, speak or interact online) and More Th>n would do what was necessary to solve the customer’s problem. To do this required R&SA not only to unify the online business, but also to knit online functionality together with offline – in particular, in the telephone-based services centres. It saw the key as customer-centricity – knowing who the customers are, what they are trying to achieve and what stage they are at. |
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International Consultants' Guide July 2001
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E-Communications