Database: Tuning In
The insurer gathered and analyzed perception, engagement and purchase behavior data—including policy holder conversion and lifetime value —and implemented an integrated process that allowed prospects to reach a contact center or visit a website to gather additional product information. An uptick in calls to the contact center and visits to the website—where consumers were now able to apply for coverage directly—translated into an overall lift in response. By listening to what customers preferred and offering alternates for gathering information and responding, consumers were satisfied while bottom-line revenue improved.
While it's true that consumers have more places to learn, engage and ultimately buy, knowing when and through what channels to reach individuals shouldn't be a daunting task for marketers. Going back to the basics—asking consumers what they prefer and monitoring what they do in order to apply what has been learned—helps ensure you make the most of every communication effort. The answers to optimized communications are right there in the data!