An insurance company amplifies customer interactions

IBM WebSphere offerings help boost cross-sell opportunities and customer engagement

Published on 05-Sep-2012

"Our goal is to be the easiest company to work with, and we noticed that our systems were creating difficulties for customers and affecting business. WebSphere software helped update our Web 2.0 and SOA end-to-end architecture approach." - Director of architecture, personal markets, insurance company

Customer:
An insurance company

Industry:
Insurance

Solution:
Mobile, Service Oriented Architecture

Overview

This insurer is the third-largest property and casualty insurer in the United States, including its personal markets division. Providing insurance products and services to customers around the world, the company employs approximately 45,000 people in more than 900 global locations.

Business need:
Rigid technology and a poor user interface inhibited cross-sell opportunities and discouraged customers from using the company's systems.

Solution:
The IBM Interactive team and the company's developers implemented IBM WebSphere technology to streamline platforms and integrate processes.

Benefits:
The company boosts cross-sell opportunities and captivates customers with integrated systems and mobile capabilities.

Case Study

This insurer is the third-largest property and casualty insurer in the United States, including its personal markets division. Providing insurance products and services to customers around the world, the company employs approximately 45,000 people in more than 900 global locations.

Challenge
The company's personal markets group had inflexible systems that made it difficult to cross-sell insurance. Although the insurer conducted the same fundamental business transactions across multiple channels, the existing systems did not perform in the same manner, nor did they effectively communicate with one another, resulting in different timelines and functionality.

When using with the insurer’s rigid systems, customers abandoned the process before getting a quote. The company wanted to find out when customers were quitting. To better engage them, the insurer needed to provide a seamless experience on the Internet and on iOS and Android platform-based mobile devices. To do this, the insurer wanted to create more flexible systems and add business process management (BPM) capabilities.

Solution
The company worked with IBM Interactive to create a new user interface design and experience in less than three months. The IBM team interviewed the client’s business team and created a prototype of the user experience solely from a design perspective allowing the company to gain a complete understanding of the end-to-end user experience. The client implemented IBM® WebSphere® Integration Developer software to create an easy-to-understand interface with integrated systems. An IBM WebSphere DataPower® Integration Appliance X150 device helped ensure a manageable, secure and
scalable integration solution.


Once the front-end design was in place, the IBM team handed the user interface design to the company's development team, which worked with IBM Software Services for WebSphere (ISSW) to create the architecture and establish the integration with the back end. To help ensure the client would be able to manage the end-to-end architecture internally, ISSW delivered workshops and mentoring to the company's developers.

IBM WebSphere Application Server Feature Pack for Web 2.0 and Mobile software helped allow the creation of a single user-friendly mobile application running on multiple smartphones and tablets under the iOS or Android platform.

The new architecture provides high-quality functionality independent of a central server. Further, the mobility solutions allow the client to service the mobile site. Finally, IBM WebSphere Enterprise Service Bus software provides integration for service-oriented architecture (SOA) and BPM applications.

Benefits
· Simplifies and adds flexibility to systems, allowing for cross-sell capabilities
· Provides an easy-to-use interface, decreasing the percentage of customers who abandon the process before getting a quote
· Minimizes maintenance with the mobile web application and increases customer interaction with the mobile site

For more information
To learn more about IBM WebSphere software, please contact your IBM marketing representative or IBM Business Partner, or visit the following website, ibm.com/software/websphere.

Products and services used

IBM products and services that were used in this case study.

Software:
WebSphere Integration Developer

Service:
Software Services for WebSphere

Legal Information

© Copyright IBM Corporation 2012 IBM Corporation Software Group Route 100 Somers, NY 10589 Produced in the United States of America September 2012 IBM, the IBM logo, ibm.com, WebSphere and DataPower are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web at “Copyright and trademark information” at www.ibm.com/legal/copytrade.shtml. This document is current as of the initial date of publication and may be changed by IBM at any time. Not all offerings are available in every country in which IBM operates. THE INFORMATION IN THIS DOCUMENT IS PROVIDED “AS IS” WITHOUT ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING WITHOUT ANY WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE AND ANY WARRANTY OR CONDITION OF NON­INFRINGEMENT. IBM products are warranted according to the terms and conditions of the agreements under which they are provided.