Unlocking Sales Potential in the Customer Portal

Although the customer portal was used by millions of members and customers, it historically focused primarily on service. Sales opportunities along the customer journey were largely untapped, while organizational complexity, data silos, and legal uncertainties limited commercial use cases. The client needed a structured, fact‑based view on where and how the portal could be leveraged as a sales channel; without compromising user trust, regulatory requirements, or the existing platform strategy.

Eve by Eraneos conducted a comprehensive assessment combining internal stakeholder interviews, portal use‑case testing, and external best‑practice benchmarking. Based on this analysis, six central sales levers were defined as a strategic blueprint for portal‑based distribution. Building on these levers, Eve by Eraneos developed a broad measures portfolio, translating strategic opportunities into concrete use cases along the end‑to‑end customer journey. All measures were systematically evaluated according to sales potential and implementation effort, clustered into basis, next‑level, and lighthouse initiatives, and embedded into a clear implementation and scaling roadmap.

The project delivered full transparency on the untapped sales potential of the customer portal. A prioritized portfolio of more than 50 identified sales measures, including a focused shortlist of core initiatives, created a realistic foundation for implementation. The defined sales levers enabled consistent alignment of service, marketing, and sales initiatives, while the roadmap ensured scalable execution. As a result, the client gained a clear strategic direction to evolve the portal into a central driver of digital sales and customer engagement.

The client is a large European organization operating at the intersection of insurance and mobility, serving millions of members and customers.