Riding the Whirlwind

Strategic Interactive Marketing for the Insurance Industry

Key Points:

Once the vision and overall architecture have been created it is best to implement using an incremental approach.

This allows adaptation in response to organisational learning, customer adoption, and

6.8 Approach Incrementally using Pilots

6.8.1 After the creation of the vision and the design of the overall architecture, then implementation is best achieved incrementally:

• new business approaches and new technology require organisational learning and adapting.
• customers' use of these new mediums cannot be accurately predicted, so adjustments will be required as customers also learn.
• the technology is moving so fast that areas that may be difficult to implement to-day, may be supported by off-the-shelf solutions tomorrow.
• incremental developments minimise the cost of any write-offs.

- Prototyping -

6.8.2 Many development tools allow a prototyping approach that provides quick feedback on the suitability of the implementation (i.e. the user interface). It also quickly builds internal expertise as to what facilities are important. Assessment criteria can then be more accurately defined for the acquisition of main-stream development and operational technology.

It may be necessary to take a long term view. A vision and a strategy, which relates to the long term survival and prosperity of the company, provide the justification.

Risk management and active project management are vital.

6.8.3 Technology offers both opportunities and creates constraints. The business benefits of each development need defining and setting against the benefits. Using cost criteria may be difficult. It may be necessary to take a long term view, identifying and managing risks throughout the process. Active project management includes regular re-assessment of deliverables against goals, and if need be, re-adjustment of scope, time or resources. Any unsatisfactory development needs terminating forthwith.

Incremental approach with the goal always in mind.