As a result of a concerted effort to make its digital assets and channels more approachable, Suncorp has witnessed an increase in insurance sales.
Executive manager for digital insurance sales Sam Wadsworth said the company targeted a variety of initiatives, from easy changes to the use of digital assistants, to improve how customers engaged with its digital assets. He was speaking at a CX Circle by Contentsquare event.
Seven insurance brands, including AAMI, APIA, Vero, and GIO, are owned by Suncorp. Over 50 digital assets, including websites and apps, are supported by “a staff of 120” employees between them.
Wadsworth claimed that despite the complexity, Suncorp had been able to bridge part of the gap between the human and digital experiences, which was demonstrated by an increase in insurance sales.
The insurer played around with where different “trust messages” should be placed on its websites as well as their origin: some were supplied by customers, while others were in Suncorp’s “voice.”
It discovered that removing ratings and reviews from its website significantly reduced the “start rates” for insurance quotes.
It also kept experimenting with Ava, a virtual assistant that was being tested in its AAMI company.
He explained that five pages, each containing seven to eight questions, were often shown when requesting an insurance estimate.
That isn’t a dialogue, I say. That is not an encounter. That’s just an internet form.
“So, we changed that, and now it’s [a] single question concentration, lowering cognitive load, and all the questions have been written [in] a] conversational way.
“For us, this has been fantastic. Our Reimagine projects have resulted in a 20–25 percent increase in sales, which has been a major accomplishment for us.
“I can’t overstate how great this project has been for us,” the company spokesperson said. “We’re rolling this out across all of our brands, all of our products.”
