Optimizing the Hybrid CMS Platform for All Customer Journeys and Touchpoints for an Insurance Company

The Challenge

Client is a leading online insurance provider in India offering a range of non-life insurance products tailored to meet diverse customer needs. With products such as car, bike, travel, health, home, and commercial vehicle insurance, Company strives to make insurance straightforward, accessible, and convenient through its digital-first approach.

With a wide array of non-life insurance offerings, the insurance provider needed a robust digital infrastructure that could manage customer interactions across diverse insurance products, facilitate secure payments, and accommodate different languages and regional preferences. Key challenges included:

  • Localization: Serving customers across various linguistic and cultural backgrounds required multi-language content and region-specific services.
  • Payment Options: Offering a range of secure payment methods for customer convenience and accessibility.
  • User Experience: Ensuring a simple, user-friendly interface for customers unfamiliar with insurance products or industry terminology.
  • Customer Support: Building a responsive and accessible customer support system available through various channels (phone, email, and chat).
  • Trust: Cultivating customer trust by providing secure and transparent digital transactions for insurance products.

The Objective

The primary objective was to create a unified and user-centered digital experience to support company’s customer journeys. Our goal was to design a hybrid CMS platform that could handle end-to-end customer interactions, optimize campaign efficiency, and provide an intuitive experience. Specific objectives included:

  • Developing a consistent and localized user experience across company’s product range.
  • Ensuring seamless integration with payment systems, CRM, ERP, and analytics.
  • Implementing a secure and scalable infrastructure for continuous support and development.

Key Value to Business

The Solution

DAIPL developed an enhanced digital platform with a focus on hybrid CMS, integrating personalization and optimized customer journeys. Key components included:

  • Customer Journey Management: Leveraged Adobe Experience Manager (AEM) to streamline the user experience across pre-purchase, purchase, and post-purchase stages for each product.
  • Platform Integrations: Established seamless integrations with analytics, CRM, ERP, and third-party applications to enable real-time data flow and enhance user engagement.
  • PWA & AMP Campaign Pages: Created Progressive Web App (PWA) and Accelerated Mobile Page (AMP)-based campaign pages, ensuring optimal page speed and accessibility for users across devices.
  • Page Speed Optimization: Enhanced loading speeds for smoother navigation, positively impacting user experience and engagement.

In addition to website development, DAIPL provided managed services to ensure the platform’s stability and efficiency:

  • Infrastructure Management: Set up and monitored the infrastructure to support platform scalability and performance.
  • Release Management & DevOps: Established CI/CD pipelines for consistent build deployments, rollbacks, and real-time monitoring, ensuring continuous improvements and feature updates.
  • Production Support: Offered production support and troubleshooting to maintain a seamless user experience across all customer touchpoints.

The Impact

The hybrid CMS platform empowered company to deliver an intuitive, responsive, and reliable digital experience, resulting in significant business benefits:

  • Localized Marketing & Personalization: Marketing teams could now customize content and target strategies based on user locale and language, driving engagement through tailored interactions.
  • Enhanced Customer Journeys: The platform’s personalization features improved customer journeys across pre-sale, purchase, and post-sale stages, leading to increased conversion rates and customer satisfaction.
  • Operational Efficiency: Unified technology across products and regions streamlined marketing, service management, and lead generation, ultimately reducing costs and enhancing operational productivity.
  • Strengthened Brand Presence: By unifying customer interactions on a single, secure platform, company improved brand loyalty and customer trust across diverse markets and products.

Examples Of Our Expertise

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