DRIVING ONLINE INSURANCE SALES WITH DIGITAL PRESENCE MANAGEMENT FOR INDIA’S FIRST PRIVATE INSURANCE PLAYER

Case Summary

Goal

Identify and deploy a right solution to facilitate seamless purchase of insurance policies on the customer’s DTC portal

People Deployed

Project Manager, Business Analyst, UX Designers, UI Developers, Software Developer, Content Management Executive, Quality Analysts

Processes Deployed

User Centred Design Process, Briefing Standardization, Task Hand-off Checklist, Quality Checklist, Template Utilization Process and Queue Management

Technologies Used

Google Analytics and Custom Application Tracking

Analytics Used

Adobe Analytics, Adobe Target

Background

Royal Sundaram Alliance Insurance Company Limited (RSA), the first private sector general insurance company in India to be licensed since 2001, has been providing innovative general insurance solutions to individuals, families and businesses. RSA offers Motor, Health, Personal Accident, Home and Travel Insurance to individuals and has wide specialized insurance offerings in Fire, Marine, Engineering, Liability and Business Interruption risks for commercial customers.

Challenge

Royal Sundaram Alliance (RSA) was looking to drive digital channel adoption by getting more people to use its Direct To Customer application (DTC) through which they could buy insurance products online.

The DTC application allows consumers to buy insurance online and also has a white labelling capability which allows a product or service produced by one company (the producer) to appear (re-branded) as if some other company (the marketers) had made it. But the application was scale-inhibiting and restrictive. The current Content Management System (CMS) had limited capabilities and required the maintenance team to directly upload files. Moreover the application was not accessible on mobile phones and tablets. Royal Sundaram approached Xerago to solve this.

Solution

Xerago engaged with Royal Sundaram for Martech Management and Digital Presence Management.

Xerago analyzed RSA’s existing in-house CMS and identified the following;

  • It was rigid and did not allow any scale- up easily.
  • The existing DTC application was not responsive
  • The cycle time for adding a single partner portal using DTC took 28 days
  • Every modification or change to be effected on the website resulted in downtime

Based on the analysis, Xerago recommended a CMS platform switch to an enterprise class CMS. Xerago evaluated a host of Enterprise Content Management Systems to identify a suitable CMS for RSA that could manage content easily and provide unlimited scalability. Xerago identified Liferay as an ideal CMS platform for RSA – Liferay being a leading open source platform, offering content management, collaboration, and social out-of-the-box solutions.

Xerago deployed Liferay in RSA’s environment and configured the DTC application as a portlet in the Liferay CMS platform. The new CMS allowed RSA to easily manage the application content without taking the website down each time.
Further Xerago separated the front and back-end functions of the DTC application, so as to easily create customized insurance products for RSA’s partners. Xerago also made the DTC portal responsive by utilizing the features of Liferay and enhanced the application’s usability.

Upon upgrading the platform, Xerago went on to build 15+ digital insurance products and has been managing the transaction portal. Xerago completed compliance / regulatory induced changes such as GST implementation, digital signature integration etc. in unimaginable turnaround times to ensure RSA is always ahead of competition

Results

  • From taking 28 days for creating the custom portal, after started to engage with Xerago, RSA was able to create the same in 2 working days
  • Zero downtime and business impact because of the ability to reload/load products without impacting the overall application
  • Seen significant soaring of policies sold online with RSA recently achieving a rare feat of receiving premiums worth 100 Crore through digital channel

This might be a good time to check other Digital Presence Management case studies.