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Designers Insurance
Agency
Fairfax, Va.
(Photo)
Agent Wally Arcayan’s outbound marketing results
have been aided by ECRM.
“My team is more targeted in its outreach,”
says Arcayan. |
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“Putting the customer
first” is too often an empty promise. Mistrust
in the marketplace is real, and it creates problems
for many companies. But it also creates opportunities
for those who can consistently meet and exceed expectations.
Allstate is working to be that kind of company.
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In the recent era of rapid growth
and mass marketing, many businesses believed the
key to success was “pushing product.”
Many companies still do. But it’s a strategy
out of sync with today’s realities.
We know the only way for Allstate to win in a
crowded and competitive marketplace is to understand
and meet customer needs, one-on-one, better than
anyone else in the business. So we’re constantly
studying what matters most to our customers –
what attracts them, satisfies them and keeps them
coming back.
For example, research shows that Allstate customers
closely associate our traditional protection products
with other financial services. But to help make
that connection a reality, we have to offer a
spectrum of financial solutions – from protecting
their current assets with products like auto and
homeowners insurance to providing for their future
financial security with savings and investment
opportunities.
And we’re constantly assessing market trends
to introduce new products. In 2002, for example,
we redesigned some long-term care and life insurance
policies and introduced important new annuity
features for customers.
We also offer alternatives in terms of accessibility.
We’re available to customers through Allstate’s
exclusive agency network, the Internet and our
toll-free telephone number. Moreover, customers
can also buy Allstate products through independent
agents, banks and financial services firms.
To succeed, we must pull together our various
products and ways to interact with customers in
ways that help us understand and anticipate customers’
current and future needs. One tool we’re
testing is Enterprise Customer Relationship Management
(ECRM). It’s a technology that helps us
better understand our customer needs, especially
in response to significant life events. It gives
our agencies, our Web site and our telephone centers
a better ability to interact with our customers
in a more personal manner.
By tapping into true needs rather than simply
pushing product, we intend to draw on the reservoir
of consumer goodwill that we know exists. Customers
want to be satisfied, to be delighted, to be loyal.
Our job is to help make that possible.
Chairman’s Message
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