Facing growing competition in amulti-channel marketplace,leading Dutch insurer Agis exploredthe role real-time personalisationcan play in driving up conversionrates. The company has layeredCelebrus Technologies’ OnlineCustomer Insight Platform over itscore five stage online informationgathering exercise, to tailor contentbased on a customer’s life stage.

Agis has exploited Celebrustechnology to continually test theperformance of the many newcampaigns, messages and designsthey have created. After achieving24% uplift in conversion, thecompany is now using Celebrus todynamically present each customerwith the most appropriatecustomer service/sales telephonenumber, resulting in a bettercustomer experience, higherproductivity and greater sales.

Improving relevanceWith growing online competition,personalisation is becoming a keycomponent of a successful salesstrategy. For Dutch healthinsurance provider Agis, part ofAchmea, the largest provider ofnon-life, health and incomeprotection in the Netherlands, theweb site is an increasingly keycomponent of a cross-channelsales strategy that typicallyincludes dedicated telephonebased customer service staff.

Freek Hertsenberg, Web Analystat Agis explains,

“Agis believes that beingrelevant is the key to creatinga successful website. Everyvisitor to the site has specificinsurance requirements, basedon age, gender, occupation andparenthood. There is a clearopportunity to improve therelevance of the content foreach visitor through effectivereal-time personalisation.”

Agis has used a web analyticstool to gain a view of the numberof visitors arriving on the site andconversion rates. But with no wayof gathering enough individual-level data, personalising thecontent or testing theperformance of each contentoffer, it was impossible tounderstand the impact of thedifferent content on customerbehaviour or amend the contentto increase relevance to eachspecific customer.

Real-time creation andtestingAgis decided to explore theopportunities that real-timepersonalisation could deliver.Partnering with Celebrus, providerof tag-free digital multi-channelbig data software, Agis hasadopted its Online Customer

Insight Platform includingCelebrus’ Audience BehaviouralIntelligence (ABI) customerdatamart which records thebehaviour of individual websitevisitors. This solution enablesAgis to both execute real-timewebsite personalisation and testthe raft of new banners, ads andcampaigns they have created toidentify the most effective formaximising conversion.

Improving performanceAgis embarked upon a six monthprogramme of tailoring contentvia banners and advertisementsto customers based on life stageinformation. This information iscaptured online during a fivestage process to provide the datafor actuaries to determine theinsurance premium.

“Layering Celebrus on top ofthe existing process hasenabled Agis to optimisecustomer personalisation,”Hertsenberg says.

Customer personalisationfrom Celebrus Technologiesdelivers 24% conversionuplift for Agis

www.celebrus.com

“The use of Celebrus topersonalise the web site is provingexceptional value by improvingboth service and sales. The abilityto increase conversion rates by24% is compelling.Agis will continue to build onthis real-time testing to drivecontinuous improvement.”Freek Hertsenberg,Web Analyst, Agis

Agis INSURANCE

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CelebrusTechnologies

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All customers initially see thesame banner when they arrive onthe Agis site. Having completedthe first step in the Agis fivestage process, the company thentailors the banners to reflect eachcustomer’s different life stage –from age, to whether or not theyhave children.

Trialling and testingThroughout the six months, Agisran a number of campaigns sideby side, using Celebrus to monitoreach one individually to assessperformance.

“Celebrus enabled Agis toextract an unprecedentedgranular level of detail fromeach of those campaigns,” heexplains. “It enables Agis tolook back at every singlecustomer visit to the web sitestep by step and analysebehaviour.”

Critically, by combining real-timecontent delivery and performancetesting, Agis was able to continuallyrefine the content to boostconversion.

“After conversion, Agis can seewhat banner the customersaw, compare it to the lifestage and draw a relevantconclusion,” Hertsenberg says.

Information is presented to thecompany via dashboards, enablingeasy and rapid assessment of theperformance of each new banneror campaign. And the results havebeen impressive, with a 24%increase in conversion rates overthe past six months.

Hertsenberg explains,

“Agis wanted to explore thepossibilities that a powerfulreal-time personalisation toolcould deliver to the business.Initially there were no specifictargets – the emphasis was oninnovation and trialling newopportunities to improve theweb site.” He adds, “the abilityto use one tool for bothcontent personalisation andmultivariate testing isincredibly valuable for Agis.”

Improved Sales focusThis model has now beenextended to direct customerstowards the most relevanttelephone sales team. At eachstage, the visitor is dynamicallyoffered a different phone numberto ensure rapid access to themost appropriate sales team.

For those visitors arriving on sitethat are existing Agis customers,the company uses Celebrus toautomatically present a differentphone number.

“At Stage 3 in the processvisitors are asked if they areexisting customers, if so theyare presented with a specificphone number to take them toan operator with access to thecustomer record.”

The value of this approach is clear:individuals speak directly to a callagent with the right informationand experience. As a result, callsare typically shorter, with no needto reconnect to a differentdepartment during the call.

“The ability to dynamicallypresent visitors with the mostappropriate phone number isdelivering a better customerservice, improving productivityand driving up sales,”Hertsenberg confirms.He concludes, “The use ofCelebrus to personalise theweb site is proving exceptionalvalue by improving bothservice and sales. The ability toincrease conversion rates by24% is compelling. Agis willcontinue to build on thisreal-time testing to drivecontinuous improvement.”

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Netherlands tightens lawsurrounding the use of Cookies

The Dutch Cookie Law whichcame into force on 5 June, 2012,requires all Dutch websites andforeign websites targeting theDutch market to ensure that theyobtain prior consent of all usersbefore installing cookies on theircomputers.

Information must be provided tothe user and consent must beobtained if cookies are placedfor a reason other than forperformance of the communicationor is necessary to provide arequested service. The lawconsiders that browser settingsare not a sufficient meansto obtain consent.

Agis is fully compliant to this lawand do not track behaviour in anykind before receiving permissionto do so via an opt-in confirmationfrom a website visitor.

www.celebrus.com

Customer personalisationfrom Celebrus Technologiesdelivers 24% conversionuplift for Agis

Agis INSURANCE