RSA Insurance empowers content editors and achieves content agility with Contentstack

As a multinational general insurance company, serving over nine million customers across 140 countries, the digital experience is a critical element of RSA’s business. In 2019, RSA launched a core digital transformation initiative, known as a digital evolution project, which included a number of key goals for improving content management and website engagement. 

“Historically, content changes were being completed by third-party suppliers, and it was a big task every time, with a fixed release schedule - usually three or six times a year,” Kerri Thomas, Content Workflow Manager, RSA, said. “We wanted to speed up the rate of content change so we could make changes more frequently, and in our own timeframes.”

An additional goal for a new Content Management System (CMS) was to reduce the effort involved when creating and launching content, eliminating the need for duplicate content creation. RSA wanted to be able to benefit from reusable content types that could be shared across websites in order to streamline the overall content delivery process and reduce the likelihood of human error. 

In tandem, RSA knew that bringing control over content changes in-house and the use of reusable content types would reduce customer harm and improve the user experience. “If any content is incorrect or misleading, we want to be able to make the change in the moment, and release quickly to reduce confusion for the user,” Kerri said. 

RSA now uses Contentstack to host RSA insurance websites across several regions in Europe and the UK, including, pet partner websites for several big name retailers. Previously it was used to power the More Than brand, from the brochureware site, quote and buy journeys for motor and pet insurance and the motor account area. Across these sites, Contentstack hosts articles, infographics, product page information, email forms, and dynamic content such as the quote and buy journeys, using APIs to pull in information such as price quotes in real time to meet customer needs.

One of the main benefits for RSA has been tightening governance and control. The business has made great use of Contentstack’s roles and responsibilities, assigning particular users to specific groups, and then controlling what they can and can't do inside the CMS. “Different people use Contentstack, whether that’s designers, developers, editors, or testers,” Kerri said. “They all have different needs, and we can ensure that only those who should be publishing or accessing content can do so. Another great bit of Contentstack functionality is the ” version control” that has also supported strong governance, allowing the team to roll back changes where necessary, and enabling RSA to create their own naming conventions to feed into their agile way of working and identify who made a change, when, and what it relates to."

“Personalization in insurance is a critical element of customer experience, and RSA has been able to personalize from within the CMS to create cashback offers and marketing campaigns for specific users, without the support of third-party vendors. The business regularly completes A/B testing on product pages and multi-campaigns on PPC and affiliate pages, to continue to drive improvements in the customer experience." 

RSA has completely revolutionized the way they create, manage and launch content. “We now have accuracy by design,” Kerri said. “There was a lot of room for error with our previous system, but now we have reusable content, it’s so much quicker to add what we need to page templates and be sure there are no mistakes.” 

“The Content and SEO team are in charge of updating content, and the development team and testers sit in the digital technical space, so there are a lot of people getting involved,” Kerri said. “One thing I’ve heard from everyone is that Contentstack is really intuitive to use, there’s a shallow learning curve so everyone picks it up really quickly - everyone has been really positive about how easy it is to understand and use. The support is also excellent - I’ve worked on numerous CMS applications, and I’ve never had access to tools like the Contentstack Live Chat before.”

RSA’s next steps are to migrate all of its UK content onto Contentstack to serve a wider userbase, and to continue to expand its reach with content and SEO. With eyes on launching a multi-channel strategy in-house powered by Contentstack, RSA will continue to meet its goals of a reduced reliance on third-party vendors. 

Key wins for RSA with Contentstack include: 

• Uplift in engagement: By taking content creation in house, RSA has been able to achieve a newfound consistency in brand image that has boosted familiarity and trust from the end customer across multiple regions. 

• Faster time to publish: Instead of waiting for a third-party vendor’s release schedule three or six times each year, RSA can publish content as often as they choose, on their own terms. 

• Boost to site performance: Tracking website analytics for speed and performance, RSA has seen an immediate improvement to its website performance since migrating to Contentstack.