Analysis of an insurer's individual customer portfolio and understanding of related dynamics
Context
As part of the preparatory work for drawing up the Strategic Marketing Plan, the Strategic Marketing Department of a mutual insurance company (Property & Casualty, Health, Personal Protection), wanted to gain a deeper understanding of its contract portfolio, bringing in a customer vision in order to identify the major associated challenges in terms of acquisition, value development or loyalty/retention.
Objective
The project had two objectives: firstly, to identify the major development challenges facing the insurer's customer portfolio, and secondly, to support the insurer's team of data scientists in mastering quantitative analysis frameworks for its customer portfolio.
VERTONE contribution
- Drafting of an expression of data requirements and associated analysis frameworks for the Data team; these analysis frameworks should make it possible to obtain a mapping-type vision of the customer portfolio (age, seniority, geographical distribution, customer product holdings) as well as a vision of the major dynamics at work in the customer portfolio (acquisition, multi-equipment, attrition).
- Support for the Data team in carrying out analyses, interpreting and highlighting the associated results
- Prepare a presentation of the quantitative analyses carried out, putting the results observed into perspective with regard to market data.
- Based on these analyses, identification of the insurer's main customer challenges (acquisition, portfolio development and retention) to feed into strategic thinking
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