They say that “change is the only constant”. It’s fair to say that in the 20 years I’ve been in marketing positions, the role of the CMO has changed completely.
QBE Australia and New Zealand has invested in a new responsive site as part of the insurance company’s efforts to enhance and personalise customer experience.
QBE’s new website now provides members with a responsive digital experience, enabling the business to establish one-to-one relationships with its customers on any device. At the same time, the site is set to provide an innovative experience through the delivery of personalised content based on the customer’s preferences. The platform is being delivered by experience management software company, Sitecore.
Content authors will use Sitecore to publish content to any consumer device, with individual pages more easily customised and created as part of QBE’s efforts to improve the timeliness of response to consumers.
QBE Australia’s head of digital, Marcus Marchant, claimed the new rollout offered several key features that appealed to the company.
In line with the new design and UX, QBE said it also took a strategic approach to content, ensuring it demystifies the role of insurance and helps customers make informed decisions about their needs. Improved analytics and personalisation will also mean QBE can engage more deeply with its customers by better understanding their behaviour and intent.
“We see our website as a key driver for supporting direct new business growth and maximising customer lifetime value,” said Marchant. “As a result, we were looking for a solution that would equip the organisation with better analytics capabilities and marketing automation functionality.
“While content will play a critical role in communicating the value of our services, Sitecore’s ability to improve customisation, agility, feature set and development opportunities is also important in helping improve our customer experience.”