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Accelerating Digital Strategy in a Complex Organization
TODD PURCELL VP DIGITAL STRATEGY & CAPABILITIES
THE HARTFORD
The Hartford Financial Services Group Inc. (NYSE: HIG) is a leading provider of insurance and wealth management services for millions of consumers and businesses worldwide.
The Hartford is consistently recognized for its superior service, its sustainability efforts and as one of the world's most ethical companies.
Copyright © 2012 by The Hartford. Confidential. All rights reserved. No part of this document may be reproduced, published or posted without the permission of The Hartford.
Copyright © 2012 by The Hartford. Confidential. All rights reserved. No part of this document may be reproduced, published or posted without the permission of The Hartford.
Copyright © 2012 by The Hartford. Confidential. All rights reserved. No part of this document may be reproduced, published or posted without the permission of The Hartford.
¨ Roll Video 1 – “Back to the Future” Trailer
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Transformative Moments
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Complex Business Model
Historically Siloed
Organization
Misconceptions About our Customers
Heavily Regulated
Environment
An Organization in Transition
Copyright © 2012 by The Hartford. Confidential. All rights reserved. No part of this document may be reproduced, published or posted without the permission of The Hartford.
Copyright © 2012 by The Hartford. Confidential. All rights reserved. No part of this document may be reproduced, published or posted without the permission of The Hartford.
How do you (quickly) transform an organization given this reality of the
customer, culture, and business?
Copyright © 2012 by The Hartford. Confidential. All rights reserved. No part of this document may be reproduced, published or posted without the permission of The Hartford.
Step 1: Understand the Customer, the
Business and the Competitive Landscape
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Step 2: Create
Aspirational Goals
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• Customers can engage in their channel of choice but are encouraged to adopt a fully digital relationship with The Hartford.
• Customers are delighted by consistent, compelling, and intuitive [digital] experiences built around their needs and wants.
• Customers are able to quickly and easily find answers to questions and online guidance specific to their needs. The Hartford anticipates their needs and provides right touch service based on life time value.
Copyright © 2012 by The Hartford. Confidential. All rights reserved. No part of this document may be reproduced, published or posted without the permission of The Hartford.
A picture (or video!) is worth a thousand words
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• Roll Video 2 – “A Day in the Life”
Step 3: Establish Guideposts
2012
• Year of Superior Execution • Deliver Paper Suppression Savings • Build Foundation for E-Servicing • Create Strategic Proof of Concepts
2010 - 2011
• Build the Team and Establish Guiding Principles • Develop the Digital Strategy and Create the 18 Month Digital Journey Map • Deliver Quick Wins
2013+
• Connected Customer Experience • Ease of Doing Business Online and Mobile • Personalized Experiences
Copyright © 2012 by The Hartford. Confidential. All rights reserved. No part of this document may be reproduced, published or posted without the permission of The Hartford.
• Customers’ baseline expectations are defined by their digital experiences outside of our industry – think Amazon, mint.com
• Highly personalized and relevant experiences will be critical to customer delight and can be best delivered via digital channels
• Achieving economies of scale and a cohesive framework for the Enterprise is a must – build once, reuse for all
• We must interact with our customers via their channel of choice and allow them to transfer between channels seamlessly
• Our digital strategy must be forward thinking AND pragmatic – we are nimble and agile to adapt to the ever changing landscape
Step 4: Declare Guiding Principles Copyright © 2012 by The Hartford. Confidential.
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Step 5: Create the Blueprint
E-‐Servicing
Custom
er
Interm
ediary
Wealth Consumer Commercial
Founda5onal U5li5es Profile Search Personaliza5on
Lead Management Content Management Mobile
E-‐Delivery
E-‐Billing
Outbound Engagement Inbound Engagement
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Step 6: Create the Journey Map
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Step 7: Make it Happen!
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From Theory to Practice
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Our Challenge We are drowning in paper!
It’s complicated… • Regulatory Challenges • Siloe’d Organization • Misconceptions
Our Approach
Mission Accomplished
Complex Business Model
Historically Siloed
Organization
Misconceptions About our Customers
Heavily Regulated
Environment
An Early Read on our Journey
Refined Focus on Effective
Decision Making
Enterprise View
Strategy Driven by Customer
Insights
Updated Perspective on
Compliance with a Digital
Lens
Copyright © 2012 by The Hartford. Confidential. All rights reserved. No part of this document may be reproduced, published or posted without the permission of The Hartford.
One must always maintain one's connection to the past and yet ceaselessly pull away from it.
Gaston Bachelard
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Thank You! [email protected]
Copyright © 2012 by The Hartford. Confidential. All rights reserved. No part of this document may be reproduced, published or posted without the permission of The Hartford.
