To meet its digital transformation goals, Farmers Insurance adopted agile software and techniques to streamline cross-team collaboration. Amanda Reierson, the company's head of digital, spoke with eMarketer’s Sean Creamer about why and how the nearly 90-year-old insurance brand took this approach to digital transformation. Reierson was interviewed as part of eMarketer’s May report, "The Modern Marketing Department 2018: Evolution Through Digital Transformation."
What triggered digital transformation at Farmers Insurance?
Over the last five years, we built our Digital Center of Excellence dedicated to creating technology that meets our customers’ preferences. Our customers wanted more digital options for accessing their policies, and we have to align skill sets across various departments to complete this.
Your Digital Center of Excellence is part of your marketing department, but are you going beyond marketing to meet your goals?