The client: New insurance brand to the Australian market
Industry Sector: Insurance
Target: Consumers
The challenge:
Our client made the conscious decision to look different and to act very differently to established Australian insurance companies. With this in mind, they asked a number of service companies to present a strategy on how they could build and maintain a service and communication package to handle all of the sales communications process for their insurance product offering.
Unity4 were selected from a number of its competitors because:
We demonstrated that our people were the right calibre for them to trust in communicating with their customers.
Our RapportCMS™ technology platform had the disciplines and capabilities to trigger "quality communication events" on time for each consumer, and to convert prospects into paying policy holders.
Methodology
The communication timing, delivery channel, and content was managed within Unity4's proprietary technology platform, RapportCMS™. Our Project Manager scoped and scripted the processes involved, and set the timings to trigger the various printed, SMS, email and telemarketing "events" into RapportCMS™.
Today, the RapportCMS™ managed solution provides disciplined sales delivery, encompassing:
1. Answering of inbound calls and conversion of callers to receiving an information pack and agreeing to receive a follow up call.
2. Prompt mailing of a personalised information pack the next business day.
3. Development and execution of the timely scripted outbound telesales follow-up to within 7 working days of the date that their mail pack was triggered and posted.
4. Triggers designed to make subsequent follow-up calls in order to convert interest into sales.
5. Structured monitoring of telephone calls and the maintenance of records, as outlined in the relevant legal compliance guidelines.
6. Various other mail packs, triggered at pre-designated times to further reinforce the message and encourage the sale.
7. Other email and SMS communications are also triggered and broadcast at preset timings for each prospect, presenting further "call to action" messages
8. Liaison with the client, their product underwriter and their policy administration partner, to ensure that data is transferred seamlessly and that their customers are managed with accuracy and confidentiality.
9. Reports are accessed online, demonstrating all aspects of the lead management and sales conversion process, including
:
Inbound call conversion to leads
Media source reporting analysis (to the date and minute)
Mailing timeliness
Outbound calling progress
Sales conversions generated via the telephone and through the mail
10. Demonstration and documentation of all processes involved, to ensure that activities are conducted within the strict legal regulatory guidelines laid down by the Financial Services Act
Results
This Unity4 approach continues to deliver this proactive service partnership for our client, ensuring that sales targets are exceeded and improvements are sought, agreed to and then locked into the process via our RapportCMS™ rules engine.
Our service relationship is fluid in nature and has lead to many improvements since launch. The client enjoys online reporting with which they can make decisions on the direction of their advertising spend and other components of their sales mix. They also have the ability to monitor their calls seamlessly and first hand, as a check to the Unity4 monitoring processes.
The multifaceted nature of the whole process demonstrates the ease with which Unity4 can manage complex relationships in a seamless and transparent manner.
Our client's business continues to grow. The faith that they have in our know-how, our technology and our people has been further reinforced by their choice for Unity4 to now participate in supporting components of their general insurance businesses as well.
Contact:
Peter Slater
Business Development Director
Unity4 Pty Ltd
Ph: 02 9699 8279