Using digital forms to accelerate processes
Teaming up with Adobe partner eggs unimedia, Deinlein’s project team set out to digitally transform and unify forms and processes across channels using Adobe Experience Manager Forms. Due to complex sales processes, forms used to be executed by the IT department. Today, however, marketers and salespeople can do that on their own without having to be skilled in programming.
Using Adobe Experience Manager Forms, users can build and publish form pages with drag-and-drop simplicity and in real time. The logic that is embedded in each form fragment helps ensure that no form goes live without approval and all stakeholders are involved in the flow of information. “That has helped us to reduce release cycles from two weeks to two minutes,” says Deinlein.
The Adobe solution helps HUK-COBURG achieve a great ROI because it speeds up processes and reduces the risk of errors. Using internal web service interfaces, it seamlessly integrates forms with the company’s back-end systems so users can pull core data about known customers with a single click of the mouse and considerably reduce typing and transmission errors. “Adobe Experience Manager is more than just a web content management system. It’s a cross-channel platform for managing, personalising, optimising and delivering content,” says Deinlein.
In addition, the processing of form data can be tailored to the needs of the company’s business units. The structure of data, integration with third-party systems and the submission process are included in the form building kit. Therefore, form authors don’t need to worry about the technology and can focus on the content related to their specific area of expertise.
All this is a tremendous time saver for HUK-COBURG, especially at the end of a year when hundreds of thousands of car owners take a close look at their car insurance trying to find a better deal. During that period, HUK-COBURG’s online calculator has to process a record-level number of requests, with four million, out of an annual total of five million, calculations of insurance premiums happening in October and November alone. “We would hardly be able to handle this volume of requests in traditional sales channels,” says Deinlein.