Pieces of Information
Increase in Completed Quotes
Fergal Lynch, Chill Insurance’s Head of Marketing, gives a brief contextual history of how Chill Insurance went from zero percent market share to the third most searched insurance brand online in Ireland.
Marie Sheahan explains how Chill’s approach to keeping online customers in the digital journey is based on anticipating and alleviating concerns. With 50% wishing to use online forms, Chill took lessons from their phone channel by listening, refining, and enhancing service.
Using Moxie Concierge, Chill Insurance utilizes condition-based prompts to deliver personalized experiences. Here, Marie Sheahan explains how Chill is able to tailor online experiences for young drivers who’ve not had insurance before, so their online prompts are simpler and don’t include experienced driver prompts like “no claims discounts.”
By using key metrics to effect channel shift, Chill Insurance analyzed their data base for journey completions and intervention effectiveness. Doing so ensured Chill was relevant and available to customers 24/7.
With 40 plus pieces of information required to complete a full quote journey, utilizing Moxie Concierge to intuitively assist customers has increased quote completion by 30%.
Personalizing the journey with unobtrusive prompts effectively designed around occupation worked well to eliminate drop-off points in the customer journey.
Moxie Concierge allows for such flexibility in personalization that Chill Insurance was able to offer different discounts to different risk profiles, effecting a 3X increase in channel purchase.
Chill currently experiences mobile traffic at 60%. The company is currently working to enhance the mobile journey so more customers complete purchases on mobile and then re-engage on mobile.
In discussing key takeaways for developing digital engagement, Mary Sheahan talks about the importance of mapping what works and what doesn’t, and then making those interventions. She notes that Moxie Concierge gives businesses the flexibility to program those interventions without having to rely on IT teams.
Ben Wild introduces the concept of funnel optimization. Marketing may do a great job getting people to your website, but how do you encourage people to move through the different conversion stages? A final conversation weighs various points and concerns that companies may have in applying Chill’s lessons to their own circumstances.
After transitioning to a 100% online quote process, Chill Insurance realized a high percentage of users were contacting agents for support with matters that could have been resolved without human assistance. Chill decided to engage Moxie to implement a proactive solution that would help guide customers through the online journey without interruption.
Chill Insurance deployed CONTEXT (formerly Kbot), the contextual guidance arm of the goMoxie Suite (formerly Concierge) customer engagement suite, to identify and address common pain points occurring during the online quote process. CONTEXT delivers useful snippets of information at known areas of struggle, helping to alleviate frustration and facilitate a seamless online journey.