Geoffrey Insurance Services Uses Interactive Personalized Videos When Engaging With Customers
Facing the constant challenges of customer retention and increased competition, many insurance providers are looking to boost sales by strengthening the way they are engaging with customers. Geoffrey Insurance Services, a U.K.-based auto insurance provider, prides itself on its superior customer service. However, nearly 70 percent of Geoffrey’s customers buy their auto policies online, with most opting to get a quote through a price-comparison website then visiting Geoffrey’s site to pay for their policy.
Using interactive personalized videos when engaging with customers can help strengthened customer retention.
“We needed to get that personalized service, that you’d receive on the phone, across in a more digital world,” explains Russell Wilson, Direct Operations Manager, Geoffrey Insurance Services.
Geoffrey Insurance also wanted to sharpen customers’ understanding of the details of their policies. Many of the company’s online customers lacked vital information, often resulting in missed payments or failed direct debits. The management team also worried that customers who didn’t fully understand their policies were at risk for having insufficient coverage. Fewer than 30 percent of online customers were selecting add-on coverage options, compared with more than half of customers who purchased through other channels.
The insurer searched for a technology solution that would help it communicate important policy information to online customers, as well as imparting the key message that Geoffrey cares about their needs.
Geoffrey Insurance selected the innovative Precisely EngageOne Video solution. EngageOne Video uses a company’s information about its customers to generate – unique, personalized videos that help strengthen its service and deepen relationships. Now, when a customer purchases a Geoffrey auto policy
online, he or she automatically receives an email containing a three-minute video. The video shows an actual person who greets the customer by name and describes his or her specific policy. It explains the payment schedule, identifies which documents the customer needs to submit, details the policy’s coverage terms, answers frequently asked questions, and describes complementary products and services that are available from Geoffrey.