As a large insurance company that writes multiple lines of insurance, our client found that business units were beginning to operate separate and distinctly — leading to inconsistent interactions for commercial clients.
The client needed to truly understand the motivators of agents and brokers, focusing on how they place client business and what factors are the most important in this process.
5 business units examined
Qualitative focus group sessions to gain the voice of brokers/agents
Quantitative validation study to prioritize attributes of placement
MaxDiff and Penalty/Rewards analyses were conducted to understand which attributes were table stakes and which were differentiators for carriers.
Aligning internal stakeholders
Building consistency in the sales process
Prioritizing marketing efforts
The cumulative findings across the five business units helped to paint a clear picture of the firm’s position with its intermediary partners, how to showcase competitive differentiators and the best method to support agencies of every size.