Establishing a technology strategy

“Our strategy is simple,” says Jean Philippe Martineau, president of Ostiguy & Gendron. "There are three themes in our strategy that we want employees to focus on. First is customer experience. How do we develop technology or integrate technology with the customer experience in mind? Second, how do we make it easier for our employees to use technology to do their day-to-day work? And the third is data. How do we use data to make effective business decisions?"

Enhancing the customer experience

"What I like about Indio is how it will help us attain better, more efficient conversations that enhance the customer experience," says Jean Philippe Martineau. "If we send the client a partially completed application form in Indio, for example, we only need to point out the questions that need an answer. That means the 15 minutes originally planned to discuss new risks and coverage can be extended to 45 minutes or more. That's what we want and how we retain clients."

Before implementing Applied Marketing Automation, Ostiguy & Gendron tried to develop content internally and by outsourcing content writers. This produced undesirable results that affected their customer experience. Jean Philippe Martineau said, "When we came across Applied Marketing Automation, that was a weight off our shoulders because we didn’t need to concentrate as much on creating content. We could pick and choose the content we wanted and then modify it to give it the consistency we were looking for. So now we’re creating various marketing campaigns with tailored audiences, making the customer experience much more valuable.”