Maximizing insurance sales performance with data modernization

Eviden Data & Analytics: Delivering Customer 360 and Marketing Analytics

Enabling end-users

The mutual insurance holding company has witnessed a multi-fold growth in customer data in 5 years due to a large increase in memberships. However, they were struggling to manage the spurt in volumes, leading to a drop in performance and scalability. Additionally, the teams were facing latency and concurrency challenges with the on-premise data platform.

Sales and marketing teams needed qualified leads to optimize their sales efforts, and their business leaders needed insights to help them improve customer service. Several end users needed a self-service interface and reporting capabilities to derive insights from data scattered across multiple sources.

Charting a transformative roadmap

Eviden conducted a business and technology assessment and proposed a multi-year strategic data modernization roadmap that included the following projects:

• Tools selection and infrastructure readiness
• Data modernization execution roadmap
• An Agile data factory model implemented to deliver quick wins and iterative improvements
• Operations support maintenance and upkeep

In line with this assessment, the client and Eviden jointly zeroed in on a customer 360 data modernization journey on Azure and Snowflake.

Delivering a Cloud-based modern data platform

The target state architecture was designed to be open and loosely coupled to keep it ready and scalable for future use cases. Key highlights of solution are as follows:

• A data lake on Azure platform and the Customer 360 solution on Snowflake to get a consolidated view of the customer
• A data fabric to integrate data from the marketing cloud, sales agents forecast system and operations, and customer Master Data Management (MDM)
• Lead generation and scoring model using more than 126 parameters on Azure ML
• A customer experience portal with an integrated customer view for the sales and service teams

Achieving customer centricity and enabling self-service

With Eviden’s solution, the client now has faster insights to customer behavior at its fingertips. This has improved the lead conversion ratio by 10% year on year and reduced the cost of ownership. With its business and IT teams aligned on the enterprise data strategy, and with better data and analytics operating and governance models in place, the client is set to transform its strategy.