9x Digital Growth: Revolutionizing Customer Experience in South Asia's Insurance Sector. Part 1: The CX Story.
Mantra Labs
Build, Transform, and Reinvent. Deliver Tomorrow’s Breakthroughs at Hyperspeed.
Imagine visiting a website and finding it cumbersome, and difficult to navigate. Frustrated, you decide never to return. But after some time, a friend recommended the same site, claiming it’s completely revamped. Skeptical but curious, you check it out again and are pleasantly surprised by the seamless, efficient, and enjoyable experience it now offers. This transformation mirrors the journey of one of South Asia's top private insurers, which we at Mantra Labs reimagined.
While our work spanned multiple touchpoints across the client's ecosystem, this article focuses on how we revamped their travel insurance portal.
Previously, their travel insurance segment faced significant user experience challenges, hindering their digital performance and customer satisfaction. Recognizing the critical need to innovate and elevate customer journeys, they consulted us to tackle this challenge for them.
Revamping Digital Touchpoints
By conducting a thorough examination of analytics data and user behavior, Mantra Labs uncovered insights that informed strategies to optimize the customer journey and drive higher conversions. This involved:
Introducing a New Travel Insurance Buying Journey
Despite offering robust products, the insurer faced significant customer drop-offs in their Travel Insurance business. Mantra Labs tackled this challenge by conducting extensive research into user behavior, analytics, and information architecture, leading to a redesigned customer journey.?
Key improvements included:
Impact:
Creating an impact on the topline
To further enhance sales conversions, Mantra Labs created custom landing pages with clear calls-to-action and personalized homepages for targeted email campaigns. We implemented advanced user engagement analytics to resolve lead attribution challenges and further we deployed an AI-based chatbot, to qualify leads in real-time, thereby helping optimize the conversion funnel effectively.
Accelerating Lead Conversion
A smart lead management system tailored to the insurer’s workflows enabled multichannel retargeting, configurable lead allocation, prioritization, and real-time visibility into agent performance, and is now driving over 90% of their business.
Optimizing Conversion Rates
Efforts to boost conversion included legacy browser support, integrating multiple payment gateways, implementing customer feedback loops for prompt issue resolution, and conducting extensive A/B testing.
Rebranding and SEO
During their rebranding journey, Mantra Labs preserved SEO equity through meticulous redirect strategies and real-time updates to SEO meta tags. The redesigned interface not only enriched user experience but also ensured consistent cross-platform performance.
Post-Sale Engagement
Streamlining Claim Processing
The introduction of a new web portal simplified the claims lifecycle, offering intuitive features for claim intimation, document uploads, and status updates, thereby streamlining operations and significantly enhancing user satisfaction.
Conclusion
We significantly elevated the insurer’s travel insurance customer lifecycle through an integrated engagement model covering pre-sales, customer interactions, and post-sale services. By focusing on customer experience prioritization, conversions and overall satisfaction rates sky-rocketed, setting a new benchmark in the insurance industry’s digital landscape.?