INTERNAL USE ONLY
Customer Experience, Digital Transformation and Innovation
October 9th, 2018
Sitecore Symposium 2018, Orlando, FL
Zurich Insurance Group
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©ZurichInsurance
Agenda for today
2
Introduction
Insurance Industry
Customer Experience
Technology Landscape
Sitecore

©ZurichInsurance
3
Zurich Insurance Group is one of the world’s largest financial services
companies with a presence in over 200 countries
Revenues: $70 billion+
We are the largest financial
services company in Switzerland
54,000 employees worldwide
We insure individuals, SMEs and
large corporations
Based in Zurich, Switzerland
Products and services sold in 200+
countries and territories
Some of our
global brands
We are a leading multi-line global
insurer. In short, we insure
anything and everything.

©ZurichInsurance
We are we?
4
Deepak Mathews
Senior Manager, Digital Experience
Group Strategy & Innovation
Borja Prado
Global Sitecore Architect
Enterprise Transformation
Not just some (boring) insurance guys, we actively trying to push the
boundaries of digital experience and technology – as you will see 
Don’t let those suits fool you!

©ZurichInsurance
Our Industry is going through major changes
5
Introduction
Insurance Industry
Customer Experience
Technology Landscape
Sitecore

©ZurichInsurance
The insurance industry business model has barely changed since the
days of the horse drawn carriage
US$ 4 trillion global market
There are three major categories
Property & Casualty
Life Insurance
Health Insurance

©ZurichInsurance
Some of our IT systems still look like this – not a joke

©ZurichInsurance
1965 1970 1980 1990 2000 2010 20201975 1985 1995 2005 2015
VCR Cable DBS Satellite
Broadband
HDTV
VOD
Smartphone
TV
Skinny
Bundles
DVR
HD DVD Blu-Ray
Satellite Radio
Time-shifted Viewing
7th
Gen Game Console
Smart TV
Tablet
Streaming Radio
8th Gen
Game Console
The pace of technological change has been momentous and this is
altering the core of the insurance business
BlockchainSelf-driving carsDronesShared economyAIChatbots Smart homes
WHATS NEXT?

©ZurichInsurance
Insurance start-ups are disrupting the industry value chain…
MARKETING & SALES CUSTOMER RETENTIONCLAIMS MANAGEMENTCUSTOMER SERVICINGUNDERWRITING & RISK RATING
…with innovations and new technology

©ZurichInsurance
While competition between the incumbents is also heating up and we
may get backed into the corner
LOCAL CHAMPIONS BIG MULTINATIONALS OUTLIEAR HYBRIDS
Chinese companies are looking to
expand beyond the mainland
Big incumbent insurance carriers are all
investing heavily in technology
Local players are targeting the market
share of big traditional companies

©ZurichInsurance
EMPOWERMENTHYPER-CONVENIENCE TRANSPARENCY
Customer expectations for insurance companies are getting shaped
by experiences in other industries

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They want instant gratification and everything on-demand

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The customer journey was a linear path with marketing simply making
ads and buying media – this is not the case anymore!
RENEWALPURCHASE SERVICE CLAIMSCONSIDERATIONAWARENESS
PAST
PRESENT

©ZurichInsurance
There seems to be a perfect storm brewing for the insurance industry
and we are not planning to get caught in the middle!
INTENSE
REGULATION
GEOPOLITICAL
UNCERTAINTY, LOW
GROWTH AND YIELDS
CUSTOMER
REVOLUTION
NEW AND
GROWING RISK
POOLS
EVOLVING
DISTRIBUTION
INNOVATION AND
TECHNOLOGY
INSURANCE
INDUSTRY

©ZurichInsurance
15
We are moving from an operational efficiency to a “customer
focused” transformationReturns
Time
Current strategy
“Make the firm lean”
(Operational efficiency)
New Strategy
“Build the firm”
(Digital transformation)
New S curve
Zurich is well on track to achieve its financial targets in 2019
Operational efficiency has brought Zurich a lot of short-term benefits, but now major focus on
customer experience is needed in order to stay competitive in the long run

©ZurichInsurance
Customer Experience is now front and center for Zurich
16
Introduction
Insurance Industry
Customer Experience
Technology Landscape
Sitecore

©ZurichInsurance
17
In fact, our new strategy is to
FOCUS ON THE CUSTOMER
SIMPLIFY INNOVATE
More agile &
responsive
organization
Better products,
services &
customer care

©ZurichInsurance
RENEWALPURCHASE SERVICE CLAIMSCONSIDERATIONAWARENESS
Our vision is to create a seamless customer experience across all
touch points of the insurance journey
Product page
Newsletter
Campaign page
Knowledge hub
Fast quote
Agent finder
Agent page
Call agent
Email agent
Agent visit
View policy
Compare products
Search
Ad
Quote & buy
Robo advice
App download
Premium payment
Add coverage
Change address
File claim
Check claim status
Portal login
Push notification
Renewal Email
Video assessment
Claims payment
Agent call
Live chat
18

©ZurichInsurance
Understanding customer expectations starts from analyzing their end-
to-end journey and going into the details
19

©ZurichInsurance
Personas
20
WorkshopsToolKit
Customer Research Cross-functional Creation Design
Our methodology enables local teams to quickly understand
customers and their pain points
Concept cards InsightsBlueprints

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Global VisionDesign Drivers
Insurance Lifecycle
RENEWALPURCHASE SERVICE CLAIMSCONSIDERATIONAWARENESS
Connected Ecosystem
Leading concepts
SERVICES ECOSYSTEM
DIGITAL TOOLS
CONTEXTUAL COVERAGE
CUSTOMER LISTENING
PROACTIVE
BEST IN CLASS
HUMAN
TRUSTWORTHY
The global customer experience framework allows us to this
information to create new and enhanced experiences

©ZurichInsurance
The Net Promoter Score (NPS) system is our foundation to measure
customer experience
22
How likely would you be to recommend
Zurich to family, friends or colleagues?
The NPS question is very simple and quantifiable
Zurich NPS survey your opinion is important!
… and why?
0 1 2 3 4 5 6 7 8 9 10

©ZurichInsurance
We use the NPS results to segment customers, understand their
frustrations and then improve the overall experience
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DETRACTORS PASSIVES PROM OTERS
Extremely unlikely Extremely likely
Net Promoter Score = % Promoters - %Detractors
0 1 2 3 4 5 6 7 8 109
Likelihood to recommend
NPS segments customers in 3 groups and allows to
understand possible triggers for churn
Closing the Loop allows to reduce churn and
constantly improve our customer experience
More promoters create more sustainable financial value, as they . . .
Stay longer (higher retention)
Buy more
Are less price sensitive
Are less likely to shop online
Refer others

©ZurichInsurance
We need to enable customer experience with technology
24
Introduction
Insurance Industry
Customer Experience
Technology Landscape
Sitecore

©ZurichInsurance
Naturally, one of the biggest challenges is to bridge the gap between
Customer Experience and Technology
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Group Strategy Group Operations
Technology should always follow customer experience (not vice versa!)
Customer Experience Framework developed by Customer &
Digital Office with extensive input from local business teams
Zurich Technology Stack developed by Enterprise transformation maps
existing digital capabilities and defines target IT architecture

©ZurichInsurance
E-Commerce in insurance is different because information has to be
captured first and prices dynamically generated afterwards
26
One E-Commerce system (Shopping cart) System 1 System 2 System 3 System 4
Shopping
cart
Dynamic
forms

©ZurichInsurance
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We have to swiftly access information stored in systems built decades
ago, long before the dawn of APIs and cloud computing
Life insurance polices expire after 30 years, it’s impossible to upgrade every 3 years

©ZurichInsurance
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There are tens of thousands technologies
available and new ones are added every day

©ZurichInsurance
We have developed a modern technology stack in order to accelerate
the digital transformation across the company
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Identity &
Access Mgmt
21
Actors
Individual /
Retail Customer
Corporate / Commercial
Customer
Broker Agent Sales / Sales Ops CSR Management Team Underwriter Fulfillment Partners Claims Handler Back office Administrator
1
Core Systems17
Enterprise Service Bus / ETL / APIs / Microservices12
Master Data Management Centralized Data Repository (Data Lake) Enterprise Analytics13 14 15
Optional
Workflow
Management &
Robotics
16
Enterprise Service Bus / ETL / APIs / MicroServices12
Mobile4
Customer
Relationship
Management
Web-
Analytics
Marketing
AutomationWeb Experience
Management
E-Commerce
Self-Service
Portal
Zurich Presentation Framework
Social3 10
6 7 8
9
5
11
Zurich Digital Target State Architecture
Contact Channels
Social SMS Phone Video Chat
Co-Browsing /
Emulation
Web Chat
Instant
Messaging,
e.g. Whatsapp
Chat Bot
Telemetic
Device
Health / Fit
Tracking
Device
Mobile Apps
Health / Fit.
Tracking
Device
WebsiteWeb Apps API
2
E-Mail
CustomerCommunication
Management
DigitalMedia
Intake&Routing
APIManagement
18 19 20
Digital Media
Archive
22

©ZurichInsurance
The new architecture is both decoupled and componentized in order
to provide maximum flexibility and fast time-to-market
30
Dynamic
Components
CMS
Restful APIs
RESTful
Service
API
Gateway
Enterprise Service Bus / ETL /
APIs / MicroServices
CRM Data Lake SORs
Presentation Framework
Systems
of
Record
Systems of
Engagement
• Microservices Architecture
• CRM and CMS systems can work independently via APIs (similar to headless)
• Dynamic JavaScript components enabled (React, Angular, Viu, etc)

©ZurichInsurance
RENEWALSERVICE CLAIMSCONSIDERATIONAWARENESS
ExistingPartnerships
Tools&Technologies
AI based tool that generates insurance
proposals based on image recognition
Offers variety of digital solutions including
roboadvise, quote & buy and portals
Mobility and telematics solutions that facilitate better
value propositions and new services
Fully digital end-to-end
insurance platform
CMS solution that offers a highly
personalized web experience
All-in-one solution for email campaigns
and marketing automation
E-commerce platform for
SMEs and individuals
Tailored digital ads on the
Google’s vast network
Live chat integration with web
and mobile platforms
Build highly localized portals, web
apps and loyalty programs
Solution for product configuration, calculators
and e-commerce
Technology solutions are mapped to the journey, so they can be
quickly leveraged to address key customer pain points
Zurich strategic asset for policy
management, portal and claims
On-demand coverage on
mobile devices
PURCHASE
Video calling for
claims
assessments
Personalized videos for
renewal emails and SMS

©ZurichInsurance
To support our new customer strategy, Zurich’s front-end
technologies are designed to be on the bleeding edge
32
Front-end
Back-end
Presentation layer
Content layer
Fully Independent
JavaScript frameworks (SPAs, PWAS, etc) Crowding sourcing platform
headless enables full flexibility Front-end Software Development Kit (Zurich SDK)
APIs

©ZurichInsurance
We have fully embraced the power of cloud hosting, especially
platform as a Service model (PaaS) for websites and apps
33
DXC
Managed
Dynamic
Cloud
Azure / AWS
IaaS
Azure / AWS
PaaS
Systems of
engagement
Systems of
Record
e.g.
• IBA
• Acturis
• InsuranceNow
• Salesforce
• Dynamics
• ……
e.g.
• Sitecore CMS
• Mobile apps
• …..
PAAS
Platform as service (PaaS) is like using
Uber for IT Infrastructure
Cloud has greatly reduced costs and
time to market for Zurich

©ZurichInsurance
To fulfil our customer experience vision, we need a full digital
experience platform (DXP) not just a simple CMS
34
Customer
Care
Other
services
Contextual
marketing
Third party
integrations
Transactional
experiences
Self service
customer portal
Digital asset
management
Claims
management
Broker and
agent portal
Contextual delivery
across all touch points
Quotation tools
Analytics
and
insights

©ZurichInsurance
Therefore we use Sitecore at Zurich Insurance
35
Introduction
Insurance Industry
Customer Experience
Technology Landscape
Sitecore

©ZurichInsurance
Sitecore is our strategic asset for digital experience and we put it at
the center of our technology stack
36
Calculators &
E-commerce
Self-service customer portals
Policy management systems
Web analytics & tag
management
Native Integration
Live chat/Chat bots
Dynamics CRM Connect (Native)
Native
CRM & marketing
automationSearch Engine
Optimization
Social Listening, Publishing & Engagement
Native Integration

©ZurichInsurance
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Sitecore is used at Zurich on global scale in almost every one of our
markets
Sitecore Shared Platform
Sitecore Dedicated Instances
Non-Sitecore Platforms

©ZurichInsurance
Countries can choose from five different models for Sitecore
Customization possible HighLow
DE JPUE
UK IT
AT
MX BR AR
MY HK SG
Shared Instance (Multi-tenant)
Basic requirements (e.g. product page)
Individual Instances (Single tenant)
Advanced capabilities (e.g. agent portal)
Cost per market
Designed for
Time-to-market
Coordination required
BetterGood
Coordination not required
HigherLower
Limited economies of scaleEconomies of scale
Shared platform Individual platform
38
USPT
Small Local platformMedium Large Extra Large
Model
GRUKBRMY
Part of Zurich Web Platform (ZWP) – global offering
Individual Instances
1 2 3 4 5

©ZurichInsurance
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Using a wide range of implementation partners worldwide
Specialist Strategic In-house
We are currently
building our internal
Sitecore capabilities

©ZurichInsurance
We have an internal Sitecore practice to oversee our global operations
and ensure the technology is used to full potential
40
Sitecore Asset
Management (SITA)
Zurich Digital
Community
Technology and Architecture focused Customer Experience focused
Vendor A
Country A
Vendor B
Country B
Vendor C
Country C
Vendor D
Country D
Vendor E
…
Vendor F
Global Platform (ZWP)
…
Monthly
Webinars
Tutorials &
training
Cloud hosting
Reference
Architecture
Customer
Journeys
Sitecore
Marketplace
Front-end SDK
User
Experience
Best practice
sharing
Sitecore
Licences
Brand GuidelinesDevOps Stack

©ZurichInsurance
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Digital Reference Architecture Helix Guidelines Experience Accelerator - SXA
Zurich’s Sitecore strategy in a nutshell
Feature StoreSitecore 9 Microsoft Azure PaaS

©ZurichInsurance
Switzerland has cleverly connected Sitecore and E-commerce
42
• Responsive design
• Full flexibility for developers
• Leverages full Sitecore
functionalities
Skye
JSON
API

©ZurichInsurance
The United Kingdom has integrated different technologies for
transactional experiences with their Sitecore front-end
43
1
Sitecore Static Server
(or CDN)
API server
3 4 8
5
6
2
9
7
10

©ZurichInsurance
Austria is using Sitecore SXA with react components for premium
calculators and E-commerce
44
Modern UI design
Built for touch devices
Use native features

©ZurichInsurance
Ireland has made a blog using SXA for the Zurich Marketplace

©ZurichInsurance
Klinc - On-demand coverage
46
The website is built using Sitecore 9, SXA
components and hosted in MS Azure PaaS
Klinc, launched a few months ago, is sub-brand of
Zurich that offers on-demand insurance coverage

©ZurichInsurance
Our global solution, Zurich Web Platform (ZWP), hosts 30+ corporate
websites and offers great flexibility of markets
47
User Stories
UX/UI Wireframes
Prototype
Front-end
Back-end
Deployment
IT Support
Requirements
Global Team
Local Team
Local or Global Team
Takes care of the complex IT part
Can focus on creating the
best the user experiences
Full flexibility to use local supplier
or a global one

©ZurichInsurance
Germany’s agent finder module and E-commerce tools both make
clever use of headless CMS in Sitecore
48
Agent finder
module (React)
Quote and buy
tool (Angular)
Agent data
(Name, location,
contact, photo, etc)
Data is consumed
via Sitecore APIs

©ZurichInsurance
We are working towards offering components from Digital Insurance
Group, a start-up, in the Zurich Sitecore marketplace
49
SXA React
Components
E-Commerce
Premium
calculator
Customer portal
Live chat/ Chat
bots

©ZurichInsurance
Questions
50