Cumberland Mutual Builds a Policyholder 360 in Salesforce

Cumberland Mutual needed customer service reps to see a policyholder's full history in Salesforce, not a scattered list of separate policy records. Working with Plauti, it consolidated that fragmented data into a single, trusted view and gave reps and agents the context to handle service calls end to end.

About Cumberland Mutual

Founded in 1844 as a mutual fire insurance company, Cumberland Mutual is now a multi-line carrier providing individuals, families and businesses with the insurance they need to protect their assets and grow.

• Industry: Insurance
• Customer since: 2020
• Use case: A unified policyholder view that gives service reps and agents a single record per customer, instead of one per policy.

What challenge was Cumberland Mutual facing?

New generations of policyholders expect digital-first, personalized service, and Cumberland Mutual wanted to meet that bar.

To meet that expectation, Cumberland Mutual set up its customer service unit to answer billing and other questions across every line of business. That meant giving Salesforce a complete source of policyholder information: the team integrated multiple source systems, including a legacy platform, into Salesforce and built a customer service application that pulled in policyholder data from every line of business. That created a centralized source of policyholder data, but the data itself stayed fragmented across many records per customer.

Data entry made the problem worse. Cumberland Mutual sells exclusively through third-party intermediaries, who fill out the application at the point of sale, and small inconsistencies crept in between policies for the same customer, such as a comma in a business name on one policy and not another. Those mismatches meant some of a customer's policies wouldn't turn up in a search at all, which cost the service team time and gave policyholders a worse experience.

How did Plauti solve it?

Cumberland Mutual's search for a way to unify and trust its policyholder view in Salesforce led it to Plauti. Plauti automatically consolidates policies that are an exact match. For policies that are a likely match but not exact, reps get a live view of related policies directly on the record page when a customer calls in, so they can confirm the match with the customer and merge the records themselves.

All of this runs natively inside Salesforce. Cumberland Mutual didn't need to move data to a separate system or take on new security and compliance risk to get a 360-degree view of the customer.

What results has Cumberland Mutual seen?

With a unified, complete customer view, Cumberland Mutual's service team can now be proactive: if a customer calls about one policy and the record shows three others, the rep can flag those other policies before the customer has to ask.

Consolidating the tech stack was a side benefit. Running and maintaining a separate external system, on a local machine or a server, costs more than a native Salesforce solution to set up and keep running.

Jeff Ritter, Head of Corporate Development, Investments and Strategic Initiatives, sums it up: "Without Plauti, a 360-degree customer view would have been almost impossible to accomplish the way we wanted, without trying to code an application or integration ourselves and maintain it. You have set up a great product to make customer data aggregation extremely simple. There are many use cases in the insurance and banking industries that would benefit from a household perspective."