Digital Maturity at AA Munro
by Rebecca Davis
The importance of being online for customers in the most helpful ways possible has taken on an entirely new meaning over the last few years. But even before COVID-19, insurers were going through one of the most technologically disruptive periods we’ve seen in a quarter-century.
In part one of Google’s new Digital Transformation series, “How Does Your Brand’s Digital Maturity Measure Up?” discusses the importance of digital transformation for businesses, and the user experiences they provide.
Matt Thornton presents six key areas to focus on in assessing your company’s adaptability in the digital age.
- Organization—cross-functionality and team collaboration
- Attribution—digital tracking, regular measuring and task triage
- Assets—relevant, intuitive experiences across digital touchpoints
- Audience—using first and third-party data to gain understanding of audience needs
- Access—expanding reach and identifying key audiences across all ad channels
- Automation—quick pivots without team overload due to automated processing
After reading through the article, I self-assessed the work AA Munro has done in these areas to get an idea of what our digital maturity stands.
- Organization—quick adaptation and general buy-in for digital processes
- Attribution—getting more familiar with Quote Overflow procedures and lead management
- Assets—better mass communication and adaptable campaigns when community endeavours are not possible
- Audience—first-party data from brokers, Google, social media; third-party data from insurance, media and ad partners
- Access—more focus on targeting and identifying untapped demographics online
- Automation—more efficient client touchpoints, valuable automated communication workflows
We were no exception to the digital transformation many companies have seen, and we’ve implemented exciting things that have made the broker experience and customer journey we’re building that much better.
It’s easy to attribute this growth to more than just simply a survival strategy in the face of a global pandemic, though—but that doesn’t mean it’s not an exciting example of where we can go from here!