Interview with Malcolm MacDonald
(CIO at Clientèle Limited)
Background & Insight
Clientèle had a need for a mobile app as a channel to enhance their customer experience and extend their market reach beyond the call centre.
Operational improvements were also a big part of the digitisation roadmap.
The aspects of their insurance experience that needed improving were:
Mobile app channel launch, enabling clients to ascertain cover, view their portfolio, and easily add products to their portfolio.
Offering value to clients that they can use every day, rather than only when claiming on their policies.
(IE. educational content available in real-time- addressing concerns which usually bog-down the call centre).
Offering value to clients that they can use every day, rather than only when claiming on their policies. (IE. educational content available in real-time- addressing concerns which usually bog-down the call centre).
Real-time validations and straight-through processing of policy sales by field agents.
Giving Field Marketing agents simple tools to manage their sales performance.
An initial delivery team of two developers at Clientèle delivered the following three-month phases:
Field Agent sales support;
Mobile app channel launch, enabling clients to ascertain cover, view their portfolio, and easily add products to their portfolio;
Rewards benefits to create daily value for clients;
The “Clientèle Mobile” cellular network (MVNO) covering management, sales and distribution of SIM cards, Data and Airtime.
The technical team consisted of 3 app developers and 3 backend systems developers to provide access to backend processes and data – a small team when compared to larger competitors.
The product teams included Legal, HR, Finance, Marketing, Distribution and Product Management all driving the business outcome and intent.
The steps followed at Clientèle
Build a custom, working demo in 2 days
We met with Basil Reekie (MD) to understand Clientèle’s needs and gathered enough insight to build a prototype for field agents in a couple of days.
With the custom demo, Clientèle gained the assurance that the solution fulfilled omnichannel mobile and web capabilities out of the box.
The custom demo met all of the success criteria and the solution was selected as the way to unlock their legacy software with the mobile customer journey.
The first project
Real-time validation & sales application
The delivery team at Clientèle built a real-time Validation and Sales App for Field Agents in just 2-3 months.
This enabled a conceptual proof of capabilities in a controlled environment. This project also provided unprecedented insight into the delivery cycles and encouraged feedback & evolution of the product (gained by the business in 2-week agile sprint cycles).
Clientèle’s Digital Roadmap
An integrated multi-channel customer application
Built and implemented in 3 months – the integrated customer-facing application enabled clients to view their portfolio and gave them access to an initial rewards offering. The uptake by clients was exceptional for the specific target market and has continued to grow.
Features & capabilities expansion
During the year and a half since the initial client offering was launched, Clientèle has released many new features and offerings. The latest offering, Clientèle Mobile, gives clients real value and material discounts on data and airtime – “Rewarding Conversations”.
“Speed & productivity has improved by about 2 to 3 times since inception. One of the other benefits we’ve seen is a 30% reduction in call volumes relating to common queries clients have – because they get access to that information immediately in the app, so the call centre is no longer bogged down.”
– Malcolm MacDonald (CIO at Clientèle Limited)
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