Zurich Connect analyses customer journey

Zurich Connect is analysing the online customer experience across its insurance portals to improve customer acquisition rates.

Using analytical software from SAS and support from IS Solutions, the European direct insurance division of Zurich Financial Services is looking for ways to fine-tune the online quote and purchase process.

“Our main requirements are to give us a more accurate and true representation of how our customers are interacting with our direct businesses across Europe,” says Steven Redding, European head of digital development for the Zurich Connect brand. “We want to gain insight from our customers’ experiences and use it to improve our online acquisition and conversion.”

Following a vendor evaluation process, the company selected the SAS Customer Experience Analytics solution. Working with IS Solutions, the software provider will also give Zurich Connect a managed service, freeing time for the brand to develop marketing responses to the intelligence generated. The project has been initiated in Italy and will roll out to the UK, Spain, Switzerland and Germany.

The analytical process will identify how individual direct customers respond to different types of marketing, how they use price comparison sites and what makes them convert. “SAS has also provided us with a comprehensive business analytics framework that enables delivery of information across multiple countries and to a diverse range of business users, from execs to business analysts, from marketers to underwriters,” says Redding.

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