- Enhanced content, document searching and social media platforms
- Enhancement of Technical Guides with ‘How it Works’ online information
- Start of a process of augmentation of web and e-content delivery
On 12th July 2016 advisers will see a new, refreshed and simpler Group Insurance website as part of an investment Canada Life is making to be easier to understand and do business with.
The Group Insurance site is designed to use a straightforward approach to communication, without jargon, and provide the same language and materials to three important audiences: advisers, employers and employees. Specifically, the enhancement of traditional PDF Technical Guides with a new, user-focused ‘How it Works’ area will make it easier to get answers to their questions, wherever they are in their Group Insurance journey.
In addition to a range of new content and social media platforms, the document library of all Canada Life materials has been overhauled with an improved search function and links to other documents that may be of interest on a defined topic.
Paul Avis, Marketing Director comments:
“We were rated as the #1 Group Insurance website by advisers . But as market and technological leader we recognised that, despite such a high accolade from our users, we could do very much better. Hence our significant investment in this aspect of communications made perfect sense from both an ‘easy to do business with’ and ‘treating customers fairly’ dimension.
Our Technical Guides conform to GRiD best practice, but we have been looking at ways to leverage technology to make them easier to use. Getting the information structured to match customer needs throughout their journey with us, from pre-sale to understanding claims or final accounts, means we have made it easier for advisers and employers to find what they want, in language that is more accessible.
My vision is to move from a ‘broadcast’ to an ‘experiential’ website, one where you come to find a raft of material which helps users to understand us in greater depth. So this launch will be augmented with new tools, materials and functionality to keep it up to date and fresh. There are some great pieces of technology now available: document creation and management systems, compliance approval processes, new social media approaches and so on. We would be foolish not to bolt all these together to make our ‘shop window’ even better than it was before.”