Agent Engagement Platform for In-depth Household View for improved Customer Relationship Management

Surfacing Sales Opportunities inside Enterprise CRM

Business Growth Opportunities

A national insurance provider looking to update their Salesforce platform to better serve their independent agents. The goal is to make it easier for agents to access important data, such as household information and life events, so they can provide better customer service. By streamlining the process, the company hopes to encourage more agents to adopt new working methods that will benefit both customers and the parent company.



Vision, Purpose & Intent: 

Consolidating Systems &
Improving Customer Service Efficiency

The business had several systems that contained customer data, and they wanted to consolidate all these systems into one platform. This would make it easier for agents and crew to access and service customers. However, getting a new CRM system online was more complex than just plugging in and transferring data. It revealed workarounds that agents and crew were using to work with the current system, and the business had to address these issues. They also had to deprecate some old systems and reduce the cost of managing and maintaining multiple systems to become more efficient and service customers faster.


The business wanted to increase the adoption of the new CRM system, but before that could occur, they needed to solve the issue of access to data and find a better way to surface the relevant data for agents and crew. They also needed to focus on improving the metrics of agent offices and provide more targeted support for these business owners. The Business and Agent Experience team wanted to enhance agent monitoring of business performance, improve customer response efficiency, and provide more mobile accessibility options.


In summary, the objectives were to find solutions for client adoption of the new CRM system, better customer service, define data hierarchy and surfacing the correct customer data at the right time, eliminate redundancy and the cost of maintaining old sunset systems, minimize technical debt, and lastly, helping the small business independent agents run and grow their businesses.

Example: User flow of new proposed CRM layout and how it may be integrated into the current system. View a larger click here.

Effective Problem-Solving: 

Identifying Stakeholders & Conducting Analysis

The redesign of the CRM was a complex and significant task, requiring a deep understanding of the client, their business, and how their agents and crew interacted with their systems. We aimed to identify the most essential information for agents and make it easily accessible within the existing system. We also wanted to ensure that any changes we made aligned with the business values and provided value to our clients.

To achieve this, we began by identifying the stakeholders affected by the issue and used various techniques such as user interviews, design thinking workshops, and customer journey mapping to understand their processes and actions. We conducted heuristic analysis and feasibility validation to establish a solid foundation and determine the best course of action.


Our clients, in this case, were the agents and customer service crew members responsible for servicing customer accounts. By taking these necessary steps, we comprehensively understood the problem and found the most suitable solution for our clients.

Example of new CRM redesign displaying better grouping of data to service agents. Click to view more

Unlocking Value

Effective Problem-Solving: 

Identifying Stakeholders and Conducting Analysis

The redesign of the CRM was a complex and significant task, requiring a deep understanding of the client, their business, and how their agents and crew interacted with their systems. Our aim was to identify the most important information for agents and make it easily accessible within the existing system. We also wanted to ensure that any changes we made aligned with the business values and provided value to our clients.


To achieve this, we began by identifying the stakeholders affected by the issue and used various techniques such as user interviews, design thinking workshops, and customer journey mapping to understand their processes and actions. We conducted heuristic analysis and feasibility validation to establish a solid foundation and determine the best course of action.

Unlocking Value

Maximizing Efficiency and Growth with the Redesign

With the redesign, we addressed some of the issues with client's ability to understand their customer and how to provide them with the best service. This redesign also worked to reduce costs by reducing the time needed to complete tasks such as customer follow-ups, product addition to customer accounts, and opportunity surfacing.


The redesign also presented an opportunity for businesses to restructure agents' back office platforms, enabling agents to manage their office's throughput and assist with marketing and growth activities. This allows for better metrics on the health of an office and the ability to serve up ways to help improve performance and better contribute to the success of independent agents' offices.

Example: POC of potential back-office design encompass user feedback for managing the business. Click to view more.

Example: POC of potential back-office design encompass user feedback for managing the business. Click to view more

Revolutionizing Agency Management with 

Advanced Back-Office Platform

Our team worked together to validate the need, define the feasibility, and align the work with the value to the business, as well as to the client and customer as a whole. The proposed solution identified the areas with the most significant opportunities, provided a better understanding of the data hierarchy, and created a more advanced back-office platform. This platform allows for a complete view of business performance and identifies areas for growth.

Project Detials

Agent Engagement Platform for In-depth Household View for improved Customer Relationship Management Strategy, including Experience in Product Design, Information Architecture, Interaction Design, HCD Creative Direction

PROJECT CASE STUDY

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