Digital transformation

at Police Mutual

By Simon Kirby

INTRODUCTION

“Simon has transformed the landscape at Police Mutual creating a modern digital platform based upon responsive design, sound information architecture and relevant content.

This has resulted in over 40% growth of web traffic for 2013 compared to the previous year, and 85% growth in our ISA sales. Simon has the ability to manage the tactical and strategic issues simultaneously and has injected a great deal of innovation and leading edge thinking into the wider marketing team here.”

DAVID WRIGHTMARKETING DIRECTORPOLICE MUTUAL

About Police Mutual

• A not-for-profit mutual for Police Officers, Staff and their families.

• Run commercially for the benefit of members and the Police service.

• 200,000 members (the largest affinity mutual in the UK).

• £829 million funds under management.

• Broad-based financial services provider offering savings, investments, general insurance, health insurance, protection, mortgages and financial advice.

• Major contributor to Police welfare activities.

• Founded in 1922.

FAST AND MEASURABLE TRANSFORMATION

Investment bond sales

Investment bond APE

ISA sales

ISA APE

0% 50% 100%

52%

70%

85%

67%

Online Sales Growth (2013 vs. 2012)

Sources: Police Mutual data; sales figures on basis of week 51 management reporting.

2009 2010 2011 2012 2013

4%

-5%

-13%

18%

43%

Web Traffic Growth(vs. previous year)

Transformation started

here.

HOW? A LOGICAL FRAMEWORK TO TRANSFORM DIGITAL PERFORMANCEFront-end

transformationDigital

MarketingBetter

TransactionsCustomer

RelationshipsStrategy & Innovation

Designing digital interfaces on desktop and mobile for better sales, search & usability.

• Digital design.

• Sales optimisation.

• Web tool development.

• Content strategy and recreation.

• Search Engine Optimisation.

Efficient, effective and evidence based marketing to drive increased sales and awareness.

• Adwords.• Banners.• Email.• Affinity.

marketing.• Social

media.• Marketing

analytics configuration.

Designing best-in-class purchase journeys to maximise online sales conversion.

• Secure online account design.

• Purchase journey optimisation.

• Back-end integration.

Exploiting web data and integrating it into enterprise CRM systems ().

• Content personalisation.

• Next Best Actions informed by clickstreams.

• Reverse data look-ups based on IP and cookie data.

Integrated strategy, planning and delivery of Digital within the enterprise.

• Planning.• Mobile app

strategies.• Digital

innovation.• Executive

facilitation.• Agile project

delivery.• Leadership

and management.

WE TRANSFORMED MEMBERS’ FRONT-END EXPERIENCE ON WEB AND MOBILE

Before After

Front-end transformation

Digital Marketing

Better Transactions

Customer Relationships

Strategy & Innovation

WE DEVELOPED CONTENT AND TOOLS TO REALLY ENGAGE WITH MEMBERS

Front-end transformation

Digital Marketing

Better Transactions

Customer Relationships

Strategy & Innovation

We moved from flat uninspiring text content to surveys, infographics and tools that gained visitors’ interest, engagement and interaction.We also re-wrote web copy to make it clear and usable for both humans and search robots.

Source: www.policemutual.co.uk

INCREASED VOLUMES OF NEW BUSINESS, ACQUIRED COST-EFFECTIVELY

Front-end transformation

Digital Marketing

Better Transactions

Customer Relationships

Strategy & Innovation

Managing SEO and AdwordsWe achieved #1 organic Google ranking for all key short tale terms and optimised the long tail. Pay per click management grew new business at < 50% of allowances.

Leveraging CommunityWe connected Police Mutual with its natural community by developing innovative widgets to syndicate Police Mutual’s messages to Police Federations.

Optimising everythingWe set up robust attribution modelling, conversion tracking and clickstream monitoring. Using the data, we tweaked landing pages, general web pages and marketing emails.

POLICE MUTUAL NOW DOMINATES SEARCH FOR ALL PRIMARY KEYWORDS

Source: Google, January 2013

Paid search result

Organic search result for Police Mutual

Rank

# 1

,2,3

Rank

# 1

,2,3

Rank

# 1

,2,3

Rank

# 1

,2,3

Rank

# 1

,2

Rank

# 1

ADDING INTERACTIVITY TO PRODUCT PAGES LIFTED AVERAGE AMOUNTS SAVED

Front-end transformation

Digital Marketing

Better Transactions

Customer Relationships

Strategy & Innovation

SHORTER ONLINE PURCHASE JOURNEYS WILL IMPROVE SALES CONVERSION

0

10

20

30

4031 30

3541

19 2215

28

3 6 6 7

Old journey New journey (not logged in)New journey (logged in)

Nu

mb

er

of

fie

lds

use

r co

mp

lete

s to

b

uy

Front-end transformation

Digital Marketing

Better Transactions

Customer Relationships

Strategy & Innovation

We designed an online account and optimised online purchase journeys to maximise usability and sales conversion.

We worked extensively with internal marketing, operations, IT, legal and compliance teams to create radically shorter/better purchase journeys which will go live from February 2014.

WE WILL BRING CUSTOMER RELATIONSHIP MANAGEMENT INTO THE DIGITAL AGE

Front-end transformation

Digital Marketing

Better Transactions

Customer Relationships

Strategy & Innovation

We are about to begin definition work to integrate digital “big data” into the Group’s customer relationship management systems and processes.

WE FOUND INNOVATIVE WAYS TO MEET THE NEEDS OF OUR MEMBERS

Front-end transformation

Digital Marketing

Better Transactions

Customer Relationships

Strategy & Innovation

Working jointly with Transform (a leading Digital Strategy Agency, part of Engine Group) we created a radical mobile App strategy based on the needs of Police Mutual’s members.

Working shift patterns is tough on the personal lives of Police employees and their families. SectionShifts is a web and iPhone calendar that lets Police employees publish their shift patterns to friends and family; making it easier to manage personal life around shift work.

We built an iPhone App that’s so far achieved > 2,000 downloads. In-App promotion lets Police Mutual reach users and especially the family segment (in which its penetration has historically been underweight).

WE BEGAN TO THINK ABOUT DIGITAL AS A STRATEGIC ENTERPRISE CAPABILITY

1

Brochure Ware

Provides brand reassurance to members researching Police Mutal on the web and via social media.

2

Transactional Sales ChannelMembers can buy products and services online with eCommerce and quote and buy

3

Relationships Sales and Service ChannelMembers can buy products and services, check documents & statements and get basic online help.

4

Integrated Multi-Channel

Members can transition seemlessly across all channels for sales and service.

5Digital Innovator

Creates market changing digital propositions which meet the welfare and financial needs of our members in innovative ways.

Cost/risk/complexity of change

Ben

efi

t to m

em

bers

ABOUT THE AUTHOR

Simon Kirby is a Digital Transformation and Innovation Strategist. He offers an uncommon ability to refresh and renovate business models and customer propositions.

With digital experience dating back to 1996 and senior roles at some of the world’s leading companies, he is well positioned to assemble and manage the strategic, creative, technical and commercial talent that creates breakthroughs.

www.opineconsulting.com/about

+44 (0) 20 8720 6682