Amica Selects Salesforce and Guidewire to Support Next-Level Customer Service

With Salesforce and Guidewire, the oldest mutual insurer of automobiles in the United States will get a 360-degree view of policyholders, enabling richer customer engagement.

(Image credit: Adobe Stock.)

Amica Mutual Insurance Company (Lincoln, R.I.) is the first company to select two apps in the Salesforce Financial Services Cloud developed through a partnership between Salesforce (San Francisco) and Guidewire Software (Foster City, Calif.).

The two apps—Guidewire ProducerEngage and Guidewire ServiceRepEngage—will be used to help Amica manage insurance operations, including policies and billing. That data will then flow through Financial Services Cloud, creating a 360-degree view of policyholders and data with actionable insights for representatives, according to a Salesforce statement. With Financial Services Cloud, Amica representatives will also have sales and service tools that support richer, more personalized customer engagement, the vendor says.

Peter Moreau, CIO, Amica.

Amica’s representatives, who handle both sales- and service-related questions, will have a single view for every customer interaction, eliminating the need to toggle between systems to piece together information, the statement elaborates. “With the right data at their fingertips, they’ll be able to deliver personalized experiences and assist new and existing policyholders quickly and seamlessly—whether the customer needs a quote, information about a current policy or help paying a bill,” the statement says.

Amica, America’s oldest mutual automobile insurer, has historically differentiated itself in the personal lines insurance market through service—the company has won 46 J.D. Power awards for customer satisfaction. However, changing customer expectations require a unified customer relationship management (CRM) platform, according to Amica CIO Peter Moreau.

“We’ve won many awards and our customers stay with us for a long time, but we’ve been doing it without CRM technology,” comments Moreau. “Today, when our customers contact us they expect us to know them. Salesforce and Guidewire will enable that, accelerating our ability to use our data and take action on it, improving first-call resolution and overall customer satisfaction.”

Rohit Mahna, Senior VP & General Manager, Financial Services, Salesforce.

Competing on the Quality of CX

Insurers aren’t just competing on product offerings but on the quality of the customer experience today, according to Rohit Mahna, SVP and GM, Financial Services, Salesforce. “With Salesforce and Guidewire, Amica is continuing to put its customers first, deploying a unified CRM that will enable its representatives to maximize their relationships with policyholders and provide great experiences,” he says.

“We are excited that Amica has chosen to extend the excellent customer service it provides by leveraging the power of Salesforce and our Digital applications in this way,” comments Ayan Sarkar, Principal Business Owner, Digital, Guidewire. “Amica recognizes that equipping its representatives with a 360-degree customer view is the foundation critical to providing the award-winning service it is known for.”

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Anthony R. O’Donnell // Anthony O'Donnell is Executive Editor of Insurance Innovation Reporter. For nearly two decades, he has been an observer and commentator on the use of information technology in the insurance industry, following industry trends and writing about the use of IT across all sectors of the insurance industry. He can be reached at or (503) 936-2803.

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