CRM Transformation: Winning a £1m Insurance Contract Through Operational Excellence
Background
MendMyI operated as an insurance underwriter’s repair company, handling device repair and replacement for insurance customers whose phones, tablets, and other devices had been lost, stolen, or damaged. As a smaller player in a competitive market, the business was generating around £300,000 a year in insurance work. The ambition was to grow. The obstacle was operational: without a system that could demonstrate quality, traceability, and scale, bidding for larger contracts was difficult to justify.
The Challenge
The customer journey for an insurance repair claim is fragmented by nature. A claim passes through multiple hands: assignment, collection, transit, intake, diagnosis, repair or replacement, and return. At each stage, the customer is largely in the dark. Internally, that same fragmentation was driving a 1:1 ratio of admin staff to engineers. Every touchpoint required manual handling, every customer query required a staff member to investigate and respond. The business was busy but not scalable, and not differentiated from competitors offering the same opaque experience.
What Was Built
As a director of the business, Roscoe led the design and implementation of a bespoke CRM system built around the full insurance repair customer journey. From the moment a claim was assigned to MendMyI, the customer received proactive, structured communication at every stage:
- Claim assignment notification: Immediate confirmation that the repair had been assigned, with a prepaid postage label issued.
- Collection and transit tracking: Confirmation of device collection and arrival at the facility.
- Diagnosis timeline: Clear communication of expected diagnosis timeframes on arrival.
- Repair or replacement updates: Status updates through the repair journey, including expected completion and return timelines.
- Completion and return: Confirmation of device dispatch with tracked return details.
The system was not simply a customer-facing communication tool. Internally, it created a structured, auditable record of every claim at every stage, dramatically reducing the volume of inbound customer queries and removing the need for staff to manually chase or verify progress. Admin staff could manage four times the volume of cases they had previously handled.
Results
- Insurance revenue grew from approximately £300,000 to over £1,300,000 per year following the award of the Supercover contract, an increase of £1m
- Supercover contract secured against larger, more established competitors on the strength of the CRM capability and the customer experience it delivered
- Admin to engineer ratio improved from 1:1 to 1:4, significantly reducing overhead and improving profitability
- Business repositioned as scalable: growth no longer required proportional headcount increases
- Customer satisfaction ratings materially exceeded those of competitors, evidenced through the contract award process
- Operational traceability established across the full claim lifecycle, reducing disputes and improving accountability
This engagement was delivered by Roscoe Gibbs in his capacity as a director of MendMyI. The case study documents the operational transformation he designed and led during that period.