Aviva
Aviva is the largest insurance group in the UK and fifth largest in the world. We have been working with the Direct Life business based in York since July 2009.
The challenge - 'Reduce the amount of business lost, by customers not completing the online application process for life insurance.'
The solution – Using some simple Java Script which Aviva added to their site, we were able to start tracking individual customer journeys in real time. At any point in the journey where the customer appeared to be having problems, Optilead allowed Aviva to call the customer instantly. The objective of the call was to ascertain if the customer needed any help and offer assistance with completing the application. Theses leads were seamlessly ‘blended’ into the main Aviva Life call centre thus allowing them to use spare inbound capacity to make the outbound calls.
The results – Around 50% of the leads were successfully contacted on the first attempt. The call was generally very well received by customers because it was timely and relevant - customers appreciated that Aviva had actually made the effort to contact them in order to help. Simply by speaking to customers and offering assistance, Aviva were able to increase their online conversion rate.
Sarah Costello, Marketing Manager, Aviva Direct Life said: “Our advisers really liked the new system as it was a valuable new source of ‘hot’ leads for them which they were able to convert well. Customer reaction was very positive in getting a call so quickly, and most customers were impressed that we had made the effort to contact them to see if they needed any help.”
