IAG: Restructure is about being customer-led and data-driven

Newly installed MD and CEO of the insurance group announces major shake-up of business units and executive ranks

Australian insurance group, IAG, is undertaking a major shake-up of its organisational structure and leadership team in a bid to become a customer-led and data-driven organisation.

The new structure, which comes into effect on 9 December, sees two customer-facing divisions put in place covering sales, service, and brand and marketing execution. These are an Australian Consumer Division, focused on individuals and families; and an Australian Business Division, focused on all business relationships.

The Consumer Division will be overseen by Anthony Justice, who was previously the chief customer officer for personal insurance. Former acting CEO for commercial insurance, Ben Bessell, becomes chief executive of the Australian Business Division, which includes the CGU, WFI, Lumley and Swann brands.

In addition, three divisions covering customer experience, technology and operations will support IAG’s two-pronged customer strategy.

The first is a Customer Lab responsible for customer experience strategy and driving product innovation through data and insights, brand architecture and new business incubations and venturing.

Heading up Customer Labs is chief customer officer, Julie Batch, who was previously chief analytics officer. She is now responsible for developing customer propositions and marketing strategies.

The second division is a Digital Lab, which continues on from IAG Labs and will provide digital and design innovation while investigating and embracing disruptive technologies. This team will also be tasked with building digital apps and ecosystems and simplifying existing core platforms.

The digital unit is being led by Claire Rawlins, who has been appointed group executive of digital and technology from her current role as CIO.

The third division is Operations, which encompasses claims and operational activities such as procurement and supply chain management. This group replaces the former Enterprise Operations team and is being led by chief operating officer, Andy Cornish, who will be in charge until he leaves in mid-2016. Mark Milliner will then take over the role.

“Our new structure reflects our focus on future profitability by redefining our core businesses around our customers and establishing three functions to provide the insights, products and services our customer-facing divisions need to deliver a world-leading customer experience,” said IAG managing director and CEO, Peter Harmer.

He added the revised operating model is expected to help IAG adapt more quickly to the rapidly changing business environment it now faces.

IAG said its Asia and New Zealand businesses are also now moving into a new international division, focused on growing the group’s regional presence. Chief financial officer, Nick Hawkins, retains his position as well as assumes responsibility for the international division as well as ‘challenger’ consumer segment, including SGIO, SGIC and Coles Insurance.

The new structure comes less than two months after Harmer was appointed to the top job following Mike Wilkins’ retirement. Harmer came into the business as CEO of CGU in 2010 and has worked in a number of executive roles, most recently as CEO of IAG Labs in July this year.

Last month, the insurance group also unveiled a fresh brand identity for the business, removing the ‘Insurance Australia Group’ from its logo.

“Brand recognition plays an integral role in telling the IAG story, so our visual identity must be distinctive, modern and engaging, reflecting our future aspirations and supporting our plans to engage with a broader set of stakeholders,” Harmer said in a statement after the new branding was revealed.

The IAB portfolio of brands in Australia includes NRMA Insurance, CGU, SGIO, SGIC, WFI and Swann Insurance.

More on IAG:

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

Can marketers trust agencies again?

Unless you’ve been marketing under a rock, you’ll probably have questioned whether your media agencies are offering you transparency.

Nic Halley

Founder and managing director, Mindbox

Minor correct Nadia, just wanted to clarify that the "Marketo consultants" that did this work, were actually Hoosh consultants

Fab Capodicasa

What it's taking for Edible Blooms to grow a stronger personalisation strategy

Read more

Im not surprise though, been in the industry for couple of years and I feel and see it with my tow eyes how eCommerce platforms innovated...

Jason Smith

Australia Post earmarks $20m for Australian ecommerce innovation investment

Read more

For marketers that are "going Agile" I recommend using Ravetree. It's a really powerful suite of tools for Agile project management, reso...

Janice Morgan

7 ways to run your marketing department like a software startup

Read more

Over the years very part of our lives has become technological. That’s why I am not surprised to see that Australian home loans are going...

GreatDayTo

Why Aussie Home Loans is embracing digital transformation

Read more

Please be alerted eHarmony is a 17+ years old obsolete site. eHarmony is only supported by a big marketing budget and not by serious scie...

FernandoArdenghi

CMO interview: eHarmony CMO reveals what it takes to foster great team relationships

Read more

Latest Podcast

More podcasts

Sign in