Pelayo Seguros is one of the most important insurance companies in Spain, there is no need to go into detail about it. However, what many do not know is that its origin dates back to 1933 when a group of industrialists who dedicated their vehicles to Public Service met to form a Company, which they called La Mutua de Automóviles de Alquiler de Madrid. In its 85 years of history, they have experienced different stages and overcome many challenges. Now they have another one in hand: the digital transformation of their insurance company.
Digital development for the insurance industry
To find out how they approach this adventure, we spoke with Emma Ruiz de Azcárate , Marketing Director of Pelayo Seguros. She has a degree in Business Administration and Management from the Universidad Pontificia de Comillas, and completed her training with a Master's in Marketing and Commercial Management at ESIC (2007), a Master's in Digital Marketing Management at ISDI (2015) and a certification in Customer Experience at DEC (2016).
WAM : How are you facing the challenge of digital transformation of insurance companies at Pelayo Seguros?
Emma Ruiz de Azcárate: Currently, all companies in the sector are working independently to improve certain aspects of digital transformation.
In our particular case, we are betting on a strategic vision regarding the actions to be carried out, with the commitment of management as the leader of the process, and we are assembling the team jordan phone number data with the appropriate digital talent to be the driving force for the rest of the company. In the same way, we try to disseminate, train and internally promote any of the indicated digital steps.
Our great challenge is not digitalization alone but digitalization at the service of people, both agents and end customers.
W: How important is digitalisation in your short, medium and long-term agenda?
E.RdA : Digitalisation is vital. We are moving forward with new processes with new digital methodologies, exploring and exploiting “data” in a different way so that it provides value, reinventing processes by taking advantage of the technology at our disposal and thus changing our way of interacting with the client, generating new, totally personalised services and products.
The insurance sector has been undergoing this transformation for years and is therefore part of our daily lives now and in the years to come.
W: In your opinion, what brings the best ROI for your business?
E.RdA: It is difficult to compare right now since our marketing activities are very different in both scope and objective. The important thing is that the fit between all of them gives us a positive ROI in total. By combining all of them and working on them with a global strategic vision we can maximize investment and gain efficiency.
W: What do you think needs to be improved in the relationship with customers through digital communication?