March 23, 2009
Case Study: Customer Centricity Drives Esurance's eBusiness Strategy
This is the third document in the "Best Practices In Multichannel Marketing, Sales And Service" series.
with Benjamin Ensor, Courtney Tincher
Executive Summary (This is a document excerpt)
Over the past decade, US direct insurer Esurance has survived the dot-com bubble while carving out a growing share of the auto insurance market. The firm established itself as a viable challenger brand to direct insurance Goliaths GEICO and Progressive Casualty Insurance Company through its customer-centric culture, strategy, and operations. Esurance is a recognized leader in Web site customer experience and has increased its market share of online quotes, premiums, and brand awareness. Along the way, Esurance has relied on consistent execution of eBusiness best practices in marketing, sales, and service.
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What it means
| Forrester interviewed John Swigart, chief marketing officer, Kristin Brewe, director of brand and public relations, Tom Capp, vice president of sales and the agency channel, Chris Henn, chief operating officer, and Lisa Ward, director of customer experience, for Esurance. Related Research Documents
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Original air date: Friday, November 06, 2009
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