General and life insurance insight
Case Study: Avaya
Client IssueAvaya is a leader in customer contact technology, providing services to many of the world’s largest general and life insurers. As part of its ABM strategy, it wanted to help its clients to understand the needs of their customers when it comes to interacting by phone, App, online and messaging. With channel usage changing fast in the consumer marketplace, developing the right strategy can be ‘make or break’ for insurers.
Davies Hickman has extensive experience in designing research methodologies to understand how consumers do and don’t use channel technologies. Initially, we consulted with leading insurers to identify their key challenges and the gaps in their own insight knowledge. Followed by a survey of 2,000 consumers to explore expectations and experiences with named insurers. We explored a wide range of behaviours including drivers for phone, e-mail, Apps, social media and chatbots.
The project was very successful in engaging Avaya’s insurance clients. Some of the results confirmed insurers existing thinking, which is always important when millions of pounds are at stake. Other insight data helped to re-shape insurers thinking about contact strategy. The results were used in workshops with some of the UK’s largest insurers and successfully added to the existing strength of Avaya’s client relationships.