One of the country's largest insurers interacts with its customers through several forms of functional business communications. From statements to websites, the customer is provided with an opportunity to purchase additional lines of insurance or financial products. Gelb Consulting developed a robust online survey to assess the performance of over 30 key touchpoints. More importantly, we developed an ROI model that illustrated the impact of each touchpoint on the behaviors and attitudes of multiple market segments. Because those responsible for these touchpoints are located throughout the organization, we developed an online reporting website that provided each stakeholder with dynamic access to the data. Our work yielded a sophisticated marketing management tool that prioritized key touchpoints and providing recommendations on how to improve touchpoint performance.
