Understanding customer behaviour and anticipating market trends is crucial in the insurance industry. Recognising the potential of using comprehensive customer data is the basis for improving the offer and growth.
Organisations cannot afford to deal with fragmented customer data, which makes it difficult to provide personalised services and anticipate emerging market needs.
Salesforce CRM Analytics gives businesses the tools to understand their customers better, make data-driven decisions, and drive growth. Whether through real-time insights, predictive analytics, or user-friendly dashboards, the platform offers a range of features that cater to various business needs. CRM Analytics helps you understand the entire customer journey, provides up-to-the-minute analytics and equips businesses with unparalleled tools to drive growth and stay ahead in the competitive market.
- This case study explores the implementation of CRM Analytics in Generali and the subsequent impact on the operations and decision-making processes.
Generali Poland is a leading insurance company in Poland that offers a wide range of insurance products and services to individuals, families, and businesses. The company was founded in 1998 and has since grown to become one of the largest insurers in Poland, with a strong presence in the life, health, and property and casualty insurance markets.
Generali faced several challenges related to gathering and analysing data. One of the key challenges we wanted to tackle was the ability to calculate the performance of marketing campaigns run by the client.
Campaign engagement and insurance sales data were located in several different systems, impacting the company’s ability to decide which campaigns to invest in and which to discontinue.
Additionally, there was a need for Sales Directors to see the performance of their Sales Agents and Agencies in a consolidated view that enables swift data analysis and spotting the areas requiring improvement.
Craftware implemented an advanced Data Model and Data Dashboard in CRM Analytics that combines and analyses data from Salesforce Marketing Cloud and Sales Cloud.
The model considers the engagement of the particular customer in the campaign and compares it with insurance policies bought by this customer within a certain period of the engagement. This allows Generali to see whether the campaign was successful and the type of sales it generated (direct or cross-sell). The data model also analyses the audience and provides insight into which demographic profiles engaged the most and what is their current product portfolio.
For Sales Directors, Craftware implemented a 360-view dashboard in CRM Analytics that allows them to quickly analyse the situation and see which Sales Agents meet their goals and which are not generating enough sales. It’s possible to filter the data from different perspectives.
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Currently in progress is the solution allowing Sales Directors to select underperforming Agents directly from a dashboard and create a coaching plan for them.
CRM Analytics is used by business users from multiple areas and has brought value to two different departments: Channel Sales and Marketing.
For Channel Sales:
- identification of product white spaces in areas or agents
- monitoring and insight on sales trends that generate action points for channel sales managers
- comprehensive data outlook from different perspectives
For Marketing:
- easy measurement of marketing-influenced insurance policy sales, which enables data-driven decisions on marketing strategy
- audience segmentation and analysis, which allows the selection of a better target audience for the next campaign
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no more fragmented customer data
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optimised marketing campaigns
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providing personalised offers
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tracking sales trend
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data-driven decisions
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useful insights discovered
Lidia Sybicka-Sidorowicz
Salesforce Sales Director
