The Co-operators Modernizes Policy Communications

The Company: The Co-operators

The Co-operators is a leading Canadian-owned, multi-product insurance, and financial services organization with more than $38.3 billion in assets under administration. Their three core areas of operation include Property and Casualty (P&C) insurance, Life insurance, and institutional investments.

They have more than 4300 employees across Canada with a dedicated financial advisor network of 2,596 licensed insurance representatives. They also serve more than 315 credit unions with nearly 5.3 million members.


The Problem

The Co-operators had a client communications infrastructure that included multiple systems and third-party composition products. As a result, the presentation of client communications was inconsistent across The Co-operators group of companies and within different business units.

The Co-operators needed an enterprise-wide solution to deploy client communications messaging with a focus on providing exceptional interactions and improved customer experiences for its Canadian insurance clients. They also needed a solution that was easy to use and that allowed changes to be made efficiently, by business users without burdening IT.


Desired State

The Co-operators embarked on a company-wide initiative to improve client communications.

As part of the initiative, The Co-operators needed a Professional Services partner to redesign a wide range of policy documents and help them get the redesigned documents into production. The partner needed to understand document composition, document design and content management specific to the insurance landscape, specifically around policy documents for the Property and Casualty, and Life business lines.

Additionally, The Co-operators wanted content management technology with content authoring, workflows, approvals, tracking document changes, and multiple language support to enable their business users to make changes to client facing documents with minimal technical IT involvement.


The Messagepoint Solution

The Co-operators selected Messagepoint to help with their transformational client communications initiative. Using their Integrated Approach methodology and their cloud-based software platform, Messagepoint developed a new policy package for The Co-operators.

Messagepoint helped The Co-operators

  • Improve the client experience and client retention with documents that are easy to read and comprehend,
  • Deliver a leading-edge, innovative design that increased their competitive advantage,
  • Reflect The Co-operators brand by using full-color imagery that aligns with the look and feel from other digital channels
  • Apply information design and plain language techniques to the greatest extent possible
  • Standardize and eliminated redundant information on documents across lines of business to enable template driven variations, and
  • Increase flexibility for managing change by putting messaging content into Messagepoint to allow rapid implementation of business changes

Messagepoint kicked off the project with a scoping workshop that brought together The Co-operators stakeholders with Messagepoint’s consultants to determine what The
Co-operators were looking for in the new policy package. Once the requirements were defined, Messagepoint then began the process of redesigning the property insurance policy packages with consideration of their production requirements.

Information design and plain language techniques were used for the redesigned documents with consideration of insurance-specific best practices. The redesign now conveys a strong brand presence, presents a uniform look and feel across all lines of business and creates a framework for maintaining and extending additional communications in the future.

Continuing with the Integrated Approach, Messagepoint began template development along with data integration and composition programming services in support of transforming key business documents across The Co-operators group of companies.

Messagepoint’s hybrid-cloud Customer Communications Management platform is being used by business users within The Co-operators to author and control policy and letter content and rules. This enables users to create and change documents directly, improving time-to-market for communicating to clients without burdening IT. Messagepoint allows business-controlled customization of document templates with relevant, targeted and personalized data, a critical
component to improving the customer experience.

Messagepoint continues to support The Co-operators with a team of resources dedicated to their applications, providing a framework to:

  • Support applications once in production,
  • Provide change management processes,
  • Ensure projects are resourced as needed, and
  • Provide service-level driven response obligations.

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