Message from President and CEO
Jeffrey T. Bowman
STRATEGIC INITIATIVE SUCCESS METRIC
1 Continue to grow profitable Prioritize and fund the next
businesses generation of growth businesses
Execute on new, synergistic
acquisitions
Develop and execute on organic
growth strategies
Continue to expand GTS
2 Improve the operational effectiveness Redefine customer value proposition
of our claims models including Affinity and specialty
markets
Move to low-cost operations models
3 Create a Global Business Services Leverage global talent pools
Center Create capacity to execute on
remaining phases
Make Process Management
capabilities a core competency
4 Be a great place to work Attract, engage and retain the best
talent
Continue to leverage technology
to further enhance employee
productivity
Promote a continuous learning
environment
Empower a performance-driven
workforce
20152017
(Business unit initiatives are numbered to correlate with the matching corporate initiative)
Strategic Plan
Continuing with the momentum of our 20142016 Strategic
Plan, our 2015-2017 Plan further illustrates how we are
addressing the changing and challenging marketplace
both at the corporate and business unit level, as well as the
evolving needs of our clients around the globe.
This year as part of our goal-setting initiative, numbers
have been assigned to the four corporate initiatives.
Within each business unit initiative, a number has also
been assigned that matches the correlating corporate
initiative indicating its support of that initiative. The
numbers do not indicate priority order as all the initiatives
are important.
The Plan provides an operational and geographic
roadmap for the future while reflecting our optimism and
dedication to operational and financial success in 2015,
and our intent to continue to innovate, improve and evolve.
Crawford & Company is the worlds largest independent
provider of claims management solutions to the risk
management and insurance industry as well as self-insured
industries handling claims in more than 150 countries.
Through The Crawford SolutionSM we consistently deliver a
broad range of products and services while launching new
services to meet the anticipated needs of our clients and
their insureds.
We are excited about the opportunities ahead of us and
the initiatives outlined in the Strategic Plan. I hope you
find it informative and useful as you go about your daily
business at work. I welcome any thoughts you have on
the Plan. Please send them to me at info@us.crawco.com.
This presentation contains forward-looking statements, including
statements about the future financial condition, results of operations and
earnings outlook of Crawford & Company. Statements, both qualitative
and quantitative, that are not historical facts may be forward-looking
statements as defined in the Private Securities Litigation Reform Act of 1995.
Forward-looking statements involve a number of risks and uncertainties that
could cause actual results to differ materially from historical experience or
Crawford & Companys present expectations. Accordingly, no one should
place undue reliance on forward-looking statements, which speak only as of
the date on which they are made. Crawford & Company does not undertake
to update forward-looking statements to reflect the impact of circumstances
or events that may arise or not arise after the date the forward-looking
statements are made. For further information regarding Crawford &
Company, and the risks and uncertainties involved in forward-looking
statements, please read Crawford & Company reports filed with the United
States Securities and Exchange Commission and available at www.sec.gov
or in the Investor Relations section of Crawford & Companys website at
www.crawfordandcompany.com.
Crawford & Company is an equal opportunity employer.
 Europe, Middle East, Africa and
Asia-Pacific (EMEA/AP)
Focus on market strategies that enhance the margin
and give Crawford greater product differentiation 2
Execute technology enhancements
Pursue Broadspire growth across Asia & Pacific
Grow new product streams (CFAS, Aviation,
LWI, Marine)
Develop technology response to high volume/
low value claims
Execute a product diversification strategy 1
Develop product diversification in the U.K.
Enhance our ancillary product offering in Pacific
Expand Marine and Construction & Engineering
services
Continue to develop and train our key staff and
address key succession planning gaps 4
Develop a structured recruitment and retention
program
Enhance succession planning of country managers
Further enhance the graduate training program
in the U.K.
Grow the technical GTS expertise within
specialty markets
Execute on the Global Business Services Center 3
Create a future-minded infrastructure model
Redesign processes through Expert Service
Delivery
Utilize technology to reduce costs
Legal Settlement Administration
Increase margin 2
Maintain leadership role in class action market 1
Attain market leadership in bankruptcy segment 1
Grow and expand new business lines 1
(Business unit initiatives are numbered to correlate with the matching
corporate initiative)
Americas
Continue U.S. P&C operational transformation 2, 3
Complete operational plans
Execute on the Global Business Services Center
Aggressively grow Contractor ConnectionSM in the
U.S. and Canada 1
Further expand consumer direct product
Broaden personal and commercial lines
Continuously improve the operating margin in
Canada 2
Grow Contractor Connection
Increase market share
Define/plan Global Business Services Center
opportunities
Improve profitability in Latin America 2
Expand auto services and further grow the
Affinity product
Execute GTS strategy
Redefine operational structure
Continue to grow specialty markets 1
Add forensic accounting resources
Finalize LWI infrastructure
Grow aviation-related revenue
Continue to recruit, develop and train key staff 4
Recruit best-in-class talent in key areas
Enhance employee on-boarding programs
Refine training and development programs for
employee career growth
Continue to leverage technology to enhance
employee efficiency
Broadspire
Grow the business 1
Accelerate revenue growth and maintain 95%
client retention
Introduce and grow disability product offering
Further enhance operational effectiveness 2, 3
Accelerate process management
Sequentially improve our operating margin
Execute on the Global Business Services Center
Engage and develop employees 4
Structuring of career paths
Advancement of training
Focus on talent acquisition
Global Client Development (GCD)
Accelerate multinational client revenue growth across
all regions 1
Embed our One Crawford Sales Transformation
methods as the way we do business 1
Adopt the Strategic Relationship Management system
to benefit the teams that serve our largest clients 1
Leverage the full potential of Salesforce.com
to generate actionable insights for growth and
profitability 1, 2
Refine and promote our central brand message: The
Crawford SolutionSM, powered by Crawford iQ 2
Develop our marketing and knowledge management
capabilities into a globally integrated platform 2
Information Communications &
Technology (ICT)
Modernize global Enterprise Resource Planning (ERP)
applications 2
Reduce lights-on expenses while maximizing
investments in business technology 2
Implement Crawford portfolio of Business Process
Management (BPM) applications 2
Execute on enterprise-wide risk management plan 2
Deploy the Crawford Innovates program across all
business units and country borders 4
OUR VISION
To be the worlds leading provider of claim services,
business process outsourcing and consulting solutions.
We will inspire our organization to develop world-class
technology and innovative solutions for clients; to employ
the best and brightest people; and to deliver a strong
financial performance.
OUR VALUES
Integrity: Do the right thing, always
Quality: What we do, we do well
Innovation: Change is constant
Communication: Engage and be in the know
Leadership: Leaders lead
Collaboration: Leverage collective genius
Accountability: If its to be, its up to me
Passion: Committed in heart and mind
Diversity: As inclusive as our services
OUR CULTURE
Crawford & Company employees are innovative,
dedicated, hardworking, and reliable. We are resilient,
collaborative, fast-acting, and share a passion to succeed.
We hail from more than 70 countries and speak dozens
of languages reflecting the global audience we serve.
With ongoing investments in technology and a laser focus
on implementation, our technologists have improved
efficiencies and earned industry recognition and awards
for their work. Crawford employs the best and the
brightest individuals in the niche markets they serve,
specialists who possess unmatched experience in difficult
situations when our clients need us most. After all, at the
end of the day we are in business to help people.
Crawfords talented employees pursue a wide range of
interests often taking time to give back to their communities
in a multitude of unique ways. From serving as directors of
non-profit organizations, to initiating fundraising drives, to
running marathons, mountain climbing and participating
in cross-continent, off-road cycling adventures to raise
money for charities, we are visible in our communities and
passionate about improving them.