IBM Customer Experience Suite solution supports multichannel digital relationships with clients

• Platform as a Service (PaaS) - Connectivity Platforms
• Application Infrastructure & Middleware - API Integration & Management
• Application Infrastructure & Middleware - Data Exchange & Integration

• Sales & Marketing

• System Integration
• Software Design & Engineering Services

In 2013, Italy passed the Insurance Deregulation Act (Decreto Sviluppo) mandating that insurance companies provide customers with direct access to their individual policy and personal information, including contracts, claims and payments. The new law provided the impetus UnipolSai needed to move forward quickly with its strategic plan to establish integrated multichannel digital relationships with its customers. The goal was to better serve UnipolSai agents and clients with a more complete understanding of customer and marketplace needs. UnipolSai contracted with IBM Business Partner Gaia, IBM Advanced Business Partner Factor-y S.r.l. and IBM Premier Business Partner Blue Reply S.r.l. to help deploy new agent and customer portals. The projects were separate, running in parallel.

Headquartered in Bologna, Italy, UnipolSai Assicurazioni S.p.A handles the insurance operations of its parent company Unipol Gruppo Finanziario. UnipolSai is one of the largest insurers in the Italian marketplace with approximately 15,000 employees and a client base exceeding 10 million. In addition to its own network of close to 3,400 agencies, UnipolSai markets its products through joint ventures with a number of banks.

UnipolSai deployed a new customer portal and agent portal built on the IBM Customer Experience Suite solution to offer targeted online information based on user profiles. As part of the implementation, the project teams moved approximately 10,000 documents from the existing Microsoft SharePoint application to the Customer Experience Suite solution. Team members created procedures to map attributes between systems so that each document could be re-created automatically in the IBM Web Content Manager repository, a component of the new solution. UnipolSai uses the repository to store and manage master data documents for both the agent and customer portals. Before implementing the Customer Experience Suite technology, few people at UnipolSai were authorized to publish to the web. Now more staff members in marketing and other areas of the business are authoring content, using templates the Gaia communications agency team designed.

• UnipolSai expects to better support its clients with self-service options and grow the business by funneling to agents the insights gleaned from multichannel, multibrand sources.
• With the IBM solution, agents view content specific to who they are and what they are doing. For example, when agents sign in and go to a product page, they see the full range of content they are authorized to see, including news, regulations, marketing campaigns, required reading and links to coursework.
• Once signed into the portal, agents also have access to authorized applications to help them manage their client relationships, including reports, claims, CRM, policy management and email.

• Within months of deployment, the repository grew 20 percent to approximately 12,000 documents.