Meet the MillersThe Millers are a working couple from Silver Spring, MD. They are the parents of two children, including a son who is a first time driver. They are always on the go with demanding jobs and a full schedule of family activities.

The Millers are risk averse and want maximum protection at a great price. They are very adept at using the internet for financial research, but ultimately prefer to discuss their options with each other and a professional.

The Millers are not looking for a high-touch relationship with their insurance agent, but do expect prompt communication and clear explanations of their alternatives.

Customer Experience for Service Customer Analytics Real-Time Personalization Predictive Analytics Real-time Events and Alerts Social Conversation Understanding Customer PreferencesCAPABILITIES: Marketing OptimizationOmni-Channel Experience

The Miller’s son George has just gotten his learner’s permit. While he has 12 months before he will be a fully licensed driver, his mom is already nervous.

Based on publicly available data, Blu sees that George Miller is now driving with a permit. They send a mailer to the Miller household with tips on teen driver safety.

George’s mom Taylor receives a mailer from Blu Insurance about the importance of first time driver safety, which includes a checklist. Taylor pins the safety checklist on the kitchen bulletin board where it stays for the next 12 months.

Later that year, with George’s 17th birthday right around the corner, Taylor and her husband know that they need to add him to their auto insurance policy, but they dread the likely jump in their premium.

Taylor reaches out to her current provider and receives a quote that only confirms her fears. She decides to shop around.

That night she pulls out her laptop to researchalternate providers and the best ways to cut costs on auto insurance for teen drivers. She hits the Blu Insurance home page and sees that they offer online quotes but is called away by her husband before she can go any further.

The next day at work, a co-worker mentions Blu. Taylor remembers the checklist still tacked on the bulletin board at home. She also remembers Blu from her search the night before.

A quick search on her iPhone reveals that Blu offers up to a 20% discount for young drivers. She decides to get an online quote when she gets back to her desk.

A pop-up on the Blu mobile site directs her to download the Blu App to complete the on-line quote process right from her iPhone.

She downloads the App and completes the first page of information for her auto quote, but then needs to get back to work.

Chris, one of Blu’s top local agents, logs on to her agent portal and sees that a number of new leads have been routed to her for follow-up. The leads have been scored to indicate quality of risk and propensity to buy. The most time sensitive leads have also been routed directly to Chris’ smart phone as push notifications via the Blu agent App.

She sees Taylor is highly scored and that there appears to be urgency to her request. Chris clicks through to view a summary of Taylor’s recent activity on Blu’s site as well as data pulled over from 3rd party sources. She sees that the Miller’s have excellent credit, three licensed drivers and a son with a learner’s permit and that they recently received an auto insurance quote from a competitor. She is also able to review the partially completed request for a Blu quote.

Chris is able to determine how to prioritize her efforts for the day, making direct contact with highly scored and time sensitive leads and flagging those with lower scores for personalized Multi-channel nurturing campaigns.

She calls the phone number that Taylor has provided on the incomplete form and leaves a message referencing the suggested offer and providing her call back information.

Chris can see that Taylor came to the quote form from Blu’s pages on young drivers. The system automatically generates a recommended offer based on the partial information provided, the pages viewed and the 3rd party data obtained.

She is also able to launch an in-App message with the same offer, a click to call button and a deep link for Taylor to return to the auto quote page and complete her information.

Taylor is on the go and misses Chris’ call. Before she can listen to the voicemail, she sees that a message from Blu has been pushed to her phone via the mobile App.

With a quick slide, she views the full message referencing Blu’s dedication to the safety of new drivers, and encouraging her to complete the quote form to receive a personalized 12 month estimate.

Using the quote ID provided in the push message, Taylor accesses her quote form from her iPad, and is pleased to see that all of the information she previously entered is intact and that the name and contact information for Chris, the Blu agent, who sent the email is included. She completes the form and hits submit.

When Taylor hits submit, Chris receives an alert on her smart phone and tablet. She is able to view the estimate that the system has generated.

Chris reaches out to Taylor immediately to review the quote. In the course of the conversation, Taylor reveals that although the information that she entered was accurate for their existing two vehicles, they are purchasing a third new vehicle for George. She also mentions that while she listed their college age daughter as a driver because she is covered on their current policy, she is transferring to a school in the city and will no longer have access to a car.

Based on the information received real-time, Chris is presented a new offer she can make to Taylor -- an improved rate based on the addition of George’s new car and college driver coverage for their daughter. She suggests that Taylor come in to complete the process and mentions that if she brings George with her, he can complete the required review of safe driving habits.

After they hang up, Chris is able to send an email that automatically confirms the information they discussed, provides a link to the updated quote and an online appointment scheduler.

In real-time, the system is able to process information captured on the fly to create an offer optimized for Blu and the customer.

She and George meet face to face with the agent and sign the paperwork to move all of the family’s auto coverage to Blu Insurance.

On the day of the appointment, she receives a mobile push message reminding her of the appointment.

Taylor is thrilled with her new policy from Blu and is amazed with how easy the entire process has been. She opens the email from Chris on her iPad and is able to use the online tool to schedule a time for her to stop by the office with George later that week. Taylor thinks, “my other provider couldn’t do this”.

Afterwards, Taylor tweets “Thanks for making our auto insurance painless. Blu really is all about service.”

This Customer Experience Map describes the art of the possible, based on IBM’s thought leadership and extensive customer experience.

This Customer Experience Map has been specially developed by Catrina Boisson and Jason Smith.

© IBM Corp. 2014

RESEARCHING AWARENESS ENGAGING ADVOCATETRANSACTING

Business Users now have an easy-to-use, but powerful predictive modeling tool to help discover which customer and prospects are likely to accept an offer based on historic patterns.

Marketing Operations provides a collaborative environment for executing marketing plans, programs, and projects.

The Campaign Flowchart interface provides marketers with an extremely easy to use, visual representation of the campaign design process.

Marketers can easily design campaigns and offers to be presented in real-time through interactive channels to personalize the customer experience and provide the right offer to the right customer at the right time.

Distributed Marketing gives Agents the power to decide how messages are distributed in their local market. This leverages both the field’s knowledge of local customers and the corporate team’s best practices.

IBM’s partnership with Twitter will open the possibilities for identifying potential new customers.

IBM and Apple have entered into a strategic partnership to transform enterprise mobility and redefine how work gets done. The partnership will deliver IBM’s big data, analytics, cloud, mobile integration, and security capabilities to iPhone and iPad.

Scoring - Data analytics will enable Blu to score potential customers and agents to to improve conversion rates.

Interacting with social media creates additional opportunities to connect with new and existing customers.