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
Leaning into brand building is a key way IAG's NRMA and CGU businesses are getting through the COVID-19 pandemic, chief marketing officer, Brent Smart, says.
For a while now, I have been following a fabulous design strategy and research colleague, Tatiana Toutikian, a speculative designer. This is someone specialising in calling out near future phenomena, what the various aspects of our future will be, and how the design we create will support it.
Online identity is a hot topic as more consumers are waking up to how their data is being used. So what does the marketing industry need to do to avoid a complete loss of public trust, in instances such as the COVID-19 tracing app?
CMOs are looking to ensure investment decisions in marketing initiatives are good value for money. Yet they are frustrated in understanding the value of product placements within this mix for a very simple reason: Product placements are broadly defined and as a result, mean very different things to different people.
University of Adelaide Business School and University of South Australia
Great piece Katja. It will be fascinating to see how the shift in people's perception of value will affect design, products and services ...
Paul Scott
How to design for a speculative future - Customer Design - CMO Australia
Google collects as much data as it can about you. It would be foolish to believe Google cares about your privacy. I did cut off Google fr...
Phil Davis
ACCC launches fresh legal challenge against Google's consumer data practices for advertising
“This new logo has been noticed and it replaces a logo no one really knew existed so I’d say it’s abided by the ‘rule’ of brand equity - ...
Lawrence
Brand Australia misses the mark
IMHO a logo that needs to be explained really doesn't achieve it's purpose.I admit coming to the debate a little late, but has anyone els...
JV_at_lAttitude_in_Cairns
Brand Australia misses the mark
Hi everyone! Hope you are doing well. I just came across your website and I have to say that your work is really appreciative. Your conte...
Rochie Grey
Will 3D printing be good for retail?