Creating an online sales model

The client needed to reduce their high cost of sale of fire safety services by moving from using a traditional field sales force to an online sales model. This involved not just the creation of an online platform but also significant operational changes to move the business to a digital model.


Chubb Protect

Services provided

Complex e-commerce

Case study on Chubb

The Problem

To turn a labour intensive consultative sales process into a single self-serve e-commerce solution that handles three complex services: Fire Risk Assessments, Fire Safety Training, and Fire Extinguisher Servicing.

The challenge

The current manual solution takes a long time to complete the contract sale and even longer to process and open the customer account. This includes multiple site visits for a salesperson to secure the sale and so the process is slow and has a high resource cost.

The challenge was to codify this process, whilst keeping the input simple and intuitive for the customer. We had to deliver a digital version of a sales process that was often quite nuanced in its detail.

Key information was often subjective and surfaced through long and detailed conversations with sales staff. Examples of this detail were questions such as whether a location was high or low risk, or what is included in a particular tier of a service level. This needed to be codified into a clear set of questions that any customer could easily answer.

Screenshots of the Chubb eCommerce system designed by Steer73

What we did

First we analysed the current process. By spending time with sales people, customers and the relevant internal staff we mapped out the end to end process.

From there we built the product requirements, the user experience and technical solutions that needed to be built. We were challenged to move fast, which meant our role also required us to work very closely with Chubb stakeholders and push them to new models of thinking.

While a simple customer facing solution was key, we developed an approach that also honoured internal processes that could not be or should not be rapidly changed, which delivered the commercial benefits required without requiring a radical operational overhaul, but moved them significantly towards their  long term operational improvement goals.

The result? Significant commercial benefits and an entirely new commercial approach for a 200 year old business.

An online first for this 200 year old company

Chubb Protect is the first ecommerce site for this 200 year old company. It is driving significant new sales, from an entirely new sales channel. More than that, it represents a bold step forwards for the business, helping to ensure they continue being a force in the market for another 200 years.

"It’s been an absolute pleasure to work with Steer73, very professional, very fast and they keep us in check – keep us focused on answering the important issues at hand."

― Hayley Notarangelo,
Project Manager, Chubb Protect

Commercial impact

Faster time to contract: We moved the business from having a 60 day + contract signing process, to contracts being created in as little as 11 clicks.

Simpler customer-led pricing: We simplified a potentially confusing matrix of technical options to a single and simple quote for a customer, that was delivered from a set of simple and easy to answer questions.

Lower cost-of-sale: We replaced the previous manual process that required multiple client visits by a trained salesperson, with a single visit to a self-serve ecommerce site, that the customer completes themselves.

Quicker payment times: We introduced immediate online payment significantly reducing the overall contract process and back-office processing requirements.