Success Story
CRM System Migration Brings Customer Loyalty In-House For Allianz Insurance
Petplan, an Allianz Insurance company, chose to migrate its marketing capabilities from a hosted service to an in-house solution. As part of that, they underwent a CRM system migration to enhance personalisation capabilities, streamline workflows, and improve customer engagement.
Industry
Insurance
Date delivered
Ongoing
Length of project
Since 2018
Solution provided
On-Premises CRM Solution and Adobe Campaign Implementation
Technology
Adobe Campaign, Apteco FastStats
The Project
Petplan, the UK’s largest pet insurer and part of Allianz Insurance, sought to bring its database marketing capabilities in-house. The digital transformation project would see them move Adobe Campaign and Aptect FastStats from hosted services to on-premise, self-managed solutions. Tap CXM provided the solution architecture and implementation expertise needed for a seamless and successful transition.
The Challenge
The goal was to give Petplan more control over customer communications and improve campaign efficiency. But there were a few challenges—not surprisingly, given we’re talking about a database of 1.3M pet owners:
- Understanding business requirements: Migrating is one thing, but by clarifying the underlying purpose of the project we can set Petplan up for long-term success and growth.
- Aligning internal capabilities: From IT infrastructure protocols to Allianz’s existing infrastructure, we needed to map and manage the project’s guardrails.
- Upskilling internal teams: The CRM team required some training to become self-sufficient and optimise the value of their tech investment.
The Solution
Tap CXM led the design and implementation of an on-premises CRM solution powered by 2 CXM technology platforms we know well, Adobe Campaign and Apteco FastStats. Our CXM consultants worked with Allianz’s technical team to migrate services to their internal infrastructure. This gave Petplan full control over its marketing—and flexibility to grow. Free from third-party constraints, they could start iterating and maturing to deliver better customer experiences.
Post-migration, Tap CXM supported Petplan to develop and test customer communication improvements. Our ongoing partnership focuses on refining data strategies and enhancing personalisation with advanced analytics.
Tap are a trusted partner who adjust to extremely challenging client side issues with ease, offering a dedicated service which runs consistently throughout the team. I am particularly impressed with their focused, “can-do” approach and ability to work to tight deadlines and constantly changing delivery demands.
I have increased confidence in solutions when Tap is present in the session as they have a rare ability to balance optimal capability and commercial delivery.
Pete Honeywood, CRM Performance and Customer Experience Manager, Petplan
The Results
Almost immediately, the CRM system migration began to deliver measurable and meaningful results for Petplan:
- Streamlined campaign processes: Moving from ideation to launch takes 2-3 weeks, a reduction of 15-20% compared to the time it used to take.
- Enhanced personalisation: Sophisticated CRM capabilities allow breed-specific content, postcode-based targeting, and behaviour-driven workflows.
- Improved customer loyalty: Advanced analytics from Adobe Campaign and Apteco FastStats help create valuable, personalised interactions, fostering loyalty among 1.3M insured pets (and their humans).
