Colonial Life chose RO Innovation’s customer reference interview solution to bring efficiencies to its reference process

Denver, CO—April 20, 2010—RO Innovation, the innovator and leader in the customer reference space, announced today that Colonial Life & Accident Insurance Company (Colonial Life) has engaged RO Innovation to capture and produce customer reference interviews.

Colonial Life is a market leader in providing insurance benefits for employees and their families through their workplace, along with individual benefits education, advanced yet simple-to-use enrollment technology and quality personal service. While using customer references has been very positive and influential for both sales and proposal writers, the actual process of coordinating customer reference activities was time-consuming.

“Effective and timely customer references can be enormously influential,” said Colonial Life’s proposal services manager Sheila Petty. “Customer references are requested on a weekly and sometimes daily basis, both in the Request for Proposal process as well as in the sales process.  Finding a way to streamline the process has been an ongoing pursuit and the relationship we have established with RO Innovation has been a critical step in refining this process.”

With those challenges in mind, Colonial Life found a great fit with RO Innovation’s flagship customer reference audio solution.  After Colonial Life’s customer advocates answer customized reference questions, the customer-approved interviews are stored in a secure, searchable online database.  Colonial Life’s account managers and proposal writers can then quickly and easily access customer reference interviews, and include links to them as part of their business development efforts.  The solution also sends users reports of interview activity, which provides Colonial Life solid intelligence about who is interacting with the interviews and what topics are accessed.

“Even though Colonial Life is still relatively early in the implementation phase with RO Innovation, we’ve already seen an easing of personnel hours used in the customer reference process which is fantastic. We have also been pleased with the preparation and interview process which has been a very positive experience for our customers who have agreed to be references for us” stated Petty.

“I am extremely pleased and proud to welcome Colonial Life onboard as a RO Innovation client,” said RO Innovation CEO Jim Mooney.  “Helping Colonial Life use customer references to engage their prospects and differentiate their proposals during the RFP process are very satisfying accomplishments for our team. It shows that references are a valuable part of any sales cycle, no matter what industry.”

About RO Innovation

RO Innovation (, formerly References-Online, develops solutions that address real challenges in the sales and marketing landscape—from on-demand databases that make managing the customer reference experience more efficient to sales enablement solutions that help engage prospects on all levels.  The RO Innovation suite of solutions includes: RO|Enablement, RO|Reference View and RO|Testimonials.



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