The insurance giant has partnered with Sitecore to offer customers a more tailored and innovative experience
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.
“Firstly, it’s built from the same, all-in-one product technology stack so it’s easier to manage and is also highly secure, robust and scalable,” he explained. “Secondly, and most importantly in terms of user experience, it provides customers with a digital experience that is engaging, personal and relevant. The end result being they receive tailored content that better meets their needs, and achieve greater engagement with the website.”
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.”
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
As we enter 2020, the new decade spells infinite possibility in digital and design. Yet ironically, the biggest trend we’re facing has nothing to do to with innovative technology. It is something much more ‘down to earth’: The state of our planet. Or more specifically: Climate change.
Let’s face it, transformation is messy. Every business is different, with a set of specific challenges based on a mixture of external (the market, competitors, regulation) and internal factors (technology, people and process investments over time).
Human Centred Design (HCD) has come a long way in the last decade with many forward-thinking organisations now asking for HCD teams on their projects. It’s increasingly seen as essential to unlocking innovation, driving superior customer experiences and reducing delivery risk.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
I think some of these ideas are great. These tips will help me to improve my system. Thanks!
Henry Reid
9 Ways to Improve Your Company's CRM System
It's a useful info for small businesses owners. We can't live without mobile apps. They are so helpful! It's hard to deny that.
Mae Davis
7 ways small businesses can benefit from mobile apps
Hi Jennifer,Fascinating read about design-led companies!If you would like to learn more, our Design Thinking and Innovation programme mig...
Andrea Foster
How to spot a ‘design-led’ versus ‘design-fed’ company
ABC web-site not easy to use/navigate. Even getting this far in sign-on to ABC My Space was problematic - it was asking for my password,...
Vee.
How the ABC used an online community to help build a movement
Thank you for your feedback, Astha! Always appreciated.
Vanessa Skye Mitchell
5 things marketers should know about data privacy in 2020