Case study: Lloyd’s of London

Strengthening customer relationships through technology
Pi Digital helped empower Lloyd’s of London global teams to make customer-focused business decisions using actionable insights gained through a single view of their marketplace. By revolutionising Lloyd’s of London’s CRM (Customer Relationship Management) system to create a bespoke CRM solution using Dynamics 365, their staff could always have access to up-to-date customer data, whilst also reducing technical debt and increasing operational savings.

Key Outcomes:
The challenge
Lloyd’s has been one of the biggest insurance brokers in the world since their formation in 1686. As a large, global organisation, Lloyd’s have significant amounts of staff working across different locations, all with their own data and ways of working. Lloyd’s greatest assets have always been their customers, partners, managing agents, and syndicates. It’s so valuable for them to drive forward a customer-centric culture through knowledge and insight sharing across the business.
Parts of Lloyd’s technological infrastructure needed an upgrade, as it was no longer fit for purpose. Their current version of Dynamics could not support the latest Microsoft features, nor was it an evergreen CRM solution. This meant that when Microsoft rolled out security upgrades or released new features, these would not be part of Lloyd’s system.
For an organisation where customers are at their heart, Lloyd’s customer relationship management was key to all their business operations. Using an on-premise version of Microsoft Dynamics CRM had traditionally been enough for their needs, but to keep their organisation as a customer-centric business, they needed a tailored CRM solution that could upgrade their system and gain access to all the new features on offer from Microsoft and cloud agility.
Our solution for Lloyd’s of London
Lloyd’s of London required a CRM solution that would meet their wide-ranging needs and goals. This meant the CRM solution needed to be:
While Lloyd’s knew it was time for them to move to the cloud, there needed to be a lot of careful planning and consideration to ensure this technically complex upgrade and migration were successful.
As well as moving across to the cloud, Lloyd’s also needed to have their Dynamics upgraded from version 7 up to version 9. This would provide them with a unified interface and a responsive version of Dynamics that would work across all devices, whilst also being intuitive and easy to use.
Features of the Solution
Our CRM solution for Lloyd’s followed a few steps to ensure a successful cloud migration:
How this helped Lloyd’s of London
Through this digital transformation, we were able to help Lloyd’s implement a new CRM solution to bring cultural change by putting CRM at the heart of the organisation, supporting a customer-centric philosophy. This created a one-stop-shop for stakeholder insights and data, providing a single view of customers, and allowing better informed business decisions to be made. Some of the benefits seen through this new solution included:
With the right technology in place, Lloyd’s is now well positioned to be a real customer-focused organisation, placing customers at the heart of every business decision they make going forward.
Having a scalable and agile solution in place gives Lloyd’s the capability to adapt to any changes in their business, industry, or amongst their customer base for continued success in the years to come.
All this has empowered Lloyd’s to become even more heavily invested in their customer relationship management. Finding and implementing the right technology was just the first step. They now have commitment throughout the organisation to CRM and strategies and targets which can be complemented by D365 and the Power Platform.
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