Adnan Ahmed – International Marketing Assignment A2- Brixia Case

International Marketing
A2: Brixia Case Analysis by Adnan Ahmed

Table of Contents
Introduction ..................................................................................................................... 2
Methodology.................................................................................................................... 2
Identifying and Measuring Customer Satisfaction Gaps..................................................... 3
Identifying Sub Gaps......................................................................................................... 4
Compatibility Gap .................................................................................................................... 5
Cause ............................................................................................................................................................. 5
Solution ......................................................................................................................................................... 5
Design Gap .............................................................................................................................. 6
Cause ............................................................................................................................................................. 6
Solution ......................................................................................................................................................... 6
Perception Gap ........................................................................................................................ 6
Cause ............................................................................................................................................................. 6
Solution ......................................................................................................................................................... 7

Conclusion ........................................................................................................................ 7
Works Cited ............................................................................ Error! Bookmark not defined.
Adnan Ahmed – International Marketing Assignment A2- Brixia Case

Introduction

Brixia is a company that provides insurance services such as travel insurance, road side

assistance and domestic assistance. Its reach spans the globe with coverage provided in

over 200 countries worldwide (Vianello, Brixia Case Silvia Vianello Hult Business School,

2019). Their global network offers them a chance to provide assistance customers in every

situation and every scenario. Every company relies heavily on improving its revenues and

profits and the best and most profitable way to expand the company’s bottom line is

through delighting its customers and inculcating a sense of loyalty in customers hearts and

minds towards the company. CRM is about managing effectively managing customer

relationships through every brand touchpoint of the customer lifecycle.

As retained customers in the long term create more equity and profitability with some

statistics showing that in insurance service providers, every 5% increase in customer loyalty

increases profitability by 25%. This philosophy is called customers relationship management

(CRM), it provides basis for the strategy of creating a loyal base of customers that create

long term value which is more cost effective and profitable than acquiring new customers

that just rely on short term transactions. (Kotler & Keller, 2016)

Methodology
To implement this philosophy, they needed to understand their customers better and

subsequently improve the service offered to them. Brixia conducted a survey of four factors

that it felt were important for its success. These factors are the value they are offering to

the customer and they are 24/7/365 worldwide assistance, the human face of insurance,
Adnan Ahmed – International Marketing Assignment A2- Brixia Case

access to a global network of distributors and convenience. (Vianello, Brixia Case Silvia

Vianello Hult Business School, 2019)

Identifying and Measuring Customer Satisfaction Gaps

The table below details the gaps they identified after the survey which was sent out to

customers and employees that asked them for a rating of the four value areas.

Among the four areas, main gaps were calculated in the Managements Planned Satisfaction,

and the Employees Received Value and Offered Satisfaction, and Customers Desired and

Perceived satisfaction. These gaps were further drilled down to sub gaps of Compatibility,

Design, Perception, Alignment and finally Value Gap. (Vianello, Day 3 - International

Marketing Class, 2019)

See figure below.

 Adnan Ahmed – International Marketing Assignment A2- Brixia Case

3.76 4.48
0.45

0.01 1.10

3.75
3.39

0.31 0.15

3.54

Identifying Sub Gaps

The top 3 focus areas with the largest sub gaps that needed to be addressed to improve

customer satisfaction and loyalty and generate value for and from the customer.
Adnan Ahmed – International Marketing Assignment A2- Brixia Case

Compatibility Gap

Cause
The company’s motto is ‘WE BRING OUR CUSTOMERS FROM DISTRESS TO RELIEF -

ANYTIME, ANYWHERE’. (Europ Assistance Homepage, 2019)This is the ethos that the

management plans to communicate to its consumer. That it brings peace of mind and sense

of security to its customers by treating them with care and respect. But by looking at the

some of the customer reviews (Trip Advisor Reviews Europ Assistance, 2019) and

complaints Brixia seems very aloof and dismissive of its customer concerns especially when

it comes to showing care and compassion to their concerns or while offering them

assistance.

This is especially true in the situation when the customer is looking to claim insurance due

to a mishap during their travels. The customer feels even if the claim is legitimate and well

founded, the company forces them to jump through many bureaucratic hurdles and fill in

paperwork that just increases their frustration and time they have to wait for their claim.

And this goes against the company ethos and goes against matters of common sense and

efficiency.

Solution
Brixia should invest in strategies that reduce the wait times and improve customer service

satisfaction. This can be done by applying a lean methodology in its claims application

process. Its teams can be trained in methods to better understand the customers needs

while communicating and responding to claims.

Adnan Ahmed – International Marketing Assignment A2- Brixia Case

A full customer journey map can be created for the customer claim process and gaps can be

identified. These gaps can be addressed to improve the efficiency and customer focus.

Design Gap

Cause
There have been customer reviews posted online (Trip Advisor Reviews Europ Assistance,

2019)that complain about the availability of assistance during any time of the day. Since the

company offers 24/7/365 worldwide assistance but customers have complained this is not

the case. The cause for this can be that since in many countries business is conducted

through subsidiaries and distributors, assistance is not readily available. Brixia has its main

coverage areas in Europe covered by the main company but the same service and assistance

quality is not offered in countries that are supported by distributors and subsidiaries.

Solution
Roll out a centralized system for query and concern management. Introduce robust internal

communication and learning and development programs for employees that educate them

about the local market conditions and factors that affect the business in countries they

operate in. Incentivize the managers to improve assistance metrics within the organization.

Introduce customer action and customer value teams in the call centers that handle

assistance calls.

Perception Gap

Cause
The cause for this the that there is lack of awareness about the value that is offered by the

company. The company is unable to communicate the value of the global network it offers

to the customer or the customer may not really be looking for global coverage. The
Adnan Ahmed – International Marketing Assignment A2- Brixia Case

customer is buying the service for some other value that the company offers. And they

don’t attach too much significance to the global network that Brixia offers.

Solution
Brixia needs to identify the unique value proposition for which it is known by the consumer

and should try to market its services on that value proposition rather than on a value

proposition it thinks will work for its marketing efforts. If they can identify what matters the

most to their consumers, then they can tailor their products and messaging to suit their

needs.

Conclusion
By measuring these value parameters Brixia will get data and analysis that will help them

prioritize its customer satisfaction strategies and identify customer satisfaction gaps. By

doing this it will understand if this value is being passed onto the customers and how it can

create long term value by improving customer satisfaction and loyalty which will in turn

create value for the company. And enable Brixia to implement a Value Based Marketing

Approach. (Vianello, Day 3 - International Marketing Class, 2019)

Adnan Ahmed – International Marketing Assignment A2- Brixia Case

By closing gaps, the organization can become more effective with their marketing. And

understanding and implementing the different phases of the Value based marketing

approach, Brixia can generate long term value and profits from its loyal customers.

Bibliography
Vianello, S. (2019, February 23). Day 3 - International Marketing Class.
Vianello, S. (2019). Brixia Case Silvia Vianello Hult Business School.
Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson.
Europ Assistance Homepage. (2019, March). Retrieved from www.europ-assistance.com
Trip Advisor Reviews Europ Assistance. (2019, March). Retrieved from Trip Advisor.