1. Case study: Transforming
Business Through Individual
Customer Attention
Advanced segmentation strategy influences customer
and operational changes at a financial services
company.
COPYRIGHT © 2014. ALL RIGHTS PROTECTED AND RESERVED.

2. The Challenge: Understanding the End Customer and Responding
Appropriately
Challenge:
There is a shift toward an end-customer
focus within the insurance industry as
competition grows and the marketable
customer base expands. A leading
multinational company, based in South
Africa, embarked on an organizationwide transformation program of its
corporate insurance arm, which involved
enhancing its business and operating
model in response to the changing
trends.
As the first step in defining a customercentric business model, the organization
required a full understanding of its end
customers, then based on that
knowledge, a plan on how to service
them. Peppers & Rogers Group was
tasked with identifying the different
customer groups, and developing
detailed customer value propositions for
them. The team was also tasked with
determining the appropriate sales and
service model for these customers.
2

3. The Approach: Understanding the Customer Through Quantitative and
Qualitative Insights
The company was still in the early stages of understanding its end customers, primarily
through customer surveys and external studies. The team leveraged these studies when
evaluating internal customers, and enhanced these insights using customer value metrics.
Demographic information, such as age and life stage, was also included. This allowed the
organization to provide the correct treatment and offerings to the correct customer at the
most appropriate time.
The team investigated internal customer information and conducted interviews with key
departments within the organization. This allowed the team to obtain a full understanding
of the current situation and to identify areas that required enhancement.
After the assessment, each end customer was placed into a relevant segment that
contained detailed quantitative and qualitative profiles. These insights enabled
comprehensive customer value propositions to be created, and an actionable sales and
service model to be identified. Areas of improvement to enable this enhanced customer
engagement were also highlighted as part of the implementation plan.
A quantitative assessment of the company’s corporate clients was also conducted and
provided insight on the nature of the clients serviced by the company, as well as its
sources of profit and loss. Based on these insights, the team provided recommendations
on the propositions for its corporate clients, as well as recommendations on pricing
enhancements.
3

4. Insights & Outcomes: Individual Customer Focus
Insights & Outcomes:
Based on Peppers & Rogers Group’s
recommendations, the company is currently
implementing the findings in its business as usual
activities, as well as using the insights to enhance its
current operating model. This is possible as the
company can now identify its end customers
uniquely, as well as having a handbook to guide
the treatment of them.
4

5. www.peppersandrogersgroup.com
www.teletech.com
Corporate Headquarters:
9197 South Peoria St
Englewood, CO 80112
United States
+1 (203) 989-2200
COPYRIGHT © 2014. ALL RIGHTS PROTECTED AND RESERVED.
The information contained in this document, much of which is confidential to
Peppers & Rogers Group, is for the sole use of the intended recipients. No part of
this document may be reproduced in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of Peppers & Rogers Group.
Peppers & Rogers Group is a division of TeleTech.