5 Dec

Old habits die hard: Reassessing paper versus digital

Old habits die hard: Reassessing paper versus digital

In the modern business landscape, “evolve or die” seems a generally accepted maxim. Technology marches us towards a fully digital future with increasing speed every year, and there’s little room in the market for companies who remain set in their ways, unable or unwilling to move with the times. Few areas of the office have felt the touch of digitalisation more than documentation and imaging. Computers, tablets and even smartphones have sought to replace physical pen-and-paper processes and have quickly become the default tools for creating and sharing written information. There’s little substitute for the convenience offered by new innovations, but are these means of communicating actually as effective as their traditional counterparts? Some …

15 Nov

How eye-popping colour benefits your brand

How eye-popping colour benefits your brand

Take a moment to think about the most successful brands that you can. Modern corporate leaders such as Google and Apple, organisations with impressive, decades-old legacies like Coca-Cola or Ford, even government or sporting operations including NASA and the Olympic Games. A diverse array of companies active in a number of different fields, but they have one thing in common – effective branding. Part of that success can come down to something as simple as the effective use of colour in corporate logos, fonts and other associated imagery. McDonald’s has the golden arches on the flat red background. Pepsi’s red, white and blue motif is instantly recognisable. Google’s simple mix of four primary …

2 Apr

Translating Customer-Centricity into a reality for Insurers

Translating Customer-Centricity into a reality for Insurers

A central theme at the recent Future of Insurance Conference in Sydney was about the need for Insurance organisations to become customer-centric. This approach is seen as the answer to combating declining customer loyalty, increased commoditisation of services and higher service expectations set by other industries. However, often talk of customer-centricity – or customer-centred design – does not extend to an actual plan for how to implement it. How does this aspirational goal become a reality? Based on feedback from industry and some of the many projects Fuji Xerox Australia has worked on with clients, we have assembled a few core considerations for Insurers attempting to move from the status quo to a …

11 Mar

Let Customers Choose the Channel!

Let Customers Choose the Channel!

Too often brands start with the wrong question: “which channel shall we engage our customers on?” The real question is: “what channels do our customers want to engage us on?” The answer to that question varies depending on both the customer and the type of engagement and therefore brands – particularly Insurance brands – need to be flexible enough to engage on a range of different channels – consistently and within the etiquette boundaries of each. Every customer is unique and in their journey through the various touchpoints with a brand could require engagement on many different channels. Pushing your customers into inappropriate or inconvenient avenues for conversation will aggravate them and weaken …

13 Nov

In Digital Transformation – it must be ‘out with the Old and in with the New’

In Digital Transformation – it must be ‘out with the Old and in with the New’

When managing transition to a digital model, one final point to make in this series of five posts over recent weeks is this: that Insurers need to recognise that Digital is a new model, not an augmentation of the old model. Insurers cannot approach this massive change project from a “same, same but different” mindset. Digital requires a transformation of the whole business – systems, processes and technology – for it to work effectively; not merely extension of the status quo to a couple of new channels. Design-thinking should form the start-point for any Digital Transformation project: placing the customer at the very centre of the strategy. This applies to the components of …

3 Nov

The CMO-CIO Axis is crucial to every organisation’s success

The CMO-CIO Axis is crucial to every organisation’s success

Traditionally, in most organisations, the Chief Information Officer (CIO) and the Chief Marketing Officer (CMO) have been at loggerheads, endlessly butting heads over conflicting agendas, resources and goals. But as both roles evolve, increasingly there must be an outbreak of peace between these two roles as fate causes them to be unprecedentedly inter-dependent. In the days of on-premise computing over the past two decades, the CIO’s role was seen as one of “keeping the lights on”. The role was a pressured one as they addressed the difficult task of delivering new and up-to-date technology services to the business while at the same time stripping out cost. All the while, marketing was ever-hungry for …

23 Oct

Ways insurers can tune into your customers wave length

Ways insurers can tune into your customers wave length

For many years, large companies have been pushing customers down the customer service channel that best suits them, not the customer. Insurers have been as guilty of this as banks, airlines and telcos. But in an age of social media when the customer’s voice is so much more powerful suddenly, this cannot continue. Insurers must move with the times and adapt to a multichannel service environment so they can tune into the customers’ needs and be where THEY want to have the conversation, and not the other way around. In my last two posts, I spoke about how to move your marketing environment to a Personalised footing where you have a direct and …

10 Oct

5 steps to Personalised engagement of Insurance customers

5 steps to Personalised engagement of Insurance customers

All the focus on Personalisation is usually on the front end, but without robust and well-engineered back-end processes, a Personalised customer experience will break down. A broken promise on Personalisation will cause far more brand damage than not attempting it at all. But the rewards of such a model make the challenge of building it more than worthwhile. In my last post we applied the principles of Design Thinking to establishing what the Insurance customer might want their experience to be. Through that process, we identified a number of services and experiences that the next-generation Insurance provider should be trying to build for their customers. These were: ● A CHOICE of channels on …

3 Oct

Personalised marketing in the Insurance Industry

Personalised marketing in the Insurance Industry

This post is from guest contributor Emma Morgan, Industry Marketing Manager at Fuji Xerox Australia. How technology can help to embrace customer demand for more personalised communication in the insurance industry There’s some interesting brain imaging research from the New Jersey University of Medicine and Dentistry that found very specific brain activity in the event of hearing one’s own name. The areas of the brain that are activated by hearing one’s own name (specifically the medial frontal cortex and the Superior Temporal cortex) is also where our personalities live, where we make decisions and judgements and where we process and understand stimuli. All we have to do is address people by their name …

9 Apr

The future of insurance – Does it lie with technology?

The future of insurance – Does it lie with technology?

This is a post from guest contributor Emma Morgan, Segment Marketing Manager, Services at Fuji Xerox Australia. I recently attended the 8th Annual Technology & Innovation – The Future of Insurance conference held at the Hilton Sydney. The 2-day event was packed with great insights on the emerging technology and innovation trends shaping the insurance market, of which there are many. The insurance industry in Australia, like many other sectors, is going through an era of significant transformation. Insurance organisations are all trying find the ‘sweet spot’ in a world where customer demands and technology is ever changing. Key to this is harnessing the technologies available in new and innovative ways to achieve …

About nextwork

The next generation of work opens the door to new opportunities and challenges. The workplace of tomorrow will be a transformed place where greater mobility, increased innovation, collaboration and employee flexibility will be key drivers of change. At Fuji Xerox Australia we help businesses integrate data, documents and business processes and turn tomorrow’s documents into knowledge. Nextwork explores the dawn of the ‘new working world’ and how we can successfully harness the opportunities and mitigate the challenges of tomorrow.

popular tags