Case Study - Insurance
Blue-chip financial services company doubles target customer conversion rate
Successful lead generation trial leads to full scale annual campaign
- FTSE 100 financial services player was experiencing diminishing returns from door drops and direct mail.
- Wanted to explore new direct channels to improve its acquisition performance.
- To devise a lead generation programme to drive sales for a life insurance product.
- Implemented a multi-channel lead acquisition campaign using online and telephone surveys.
- DLG and PDV’s creative team produced bespoke surveys for each channel, ensuring compliance with client approval teams and brand guidelines.
- Supplied an account managed, full service solution, using the CleanLeads™ platform to centrally handle prospect data supply and cleansing across a variety of source providers.
- DLG and PDV continually reviewed prospect lead quality, choosing the most responsive sources to maximise campaign performance.
- Changed and improved agent scripts based on client feedback with tight quality control of outbound calls.
- Sales conversion delivered 85% above the benchmark.
- With excellent initial results, the client commissioned a multi-channel data acquisition programme rolled out across 2014.
- DLG and PDV to provide data for campaigns supporting the client’s further rebrand and the launch of four new insurance products.
Background
- FTSE 100 financial services player was experiencing diminishing returns from door drops and direct mail.
- Wanted to explore new direct channels to improve its acquisition performance.
Challenge
- To devise a lead generation programme to drive sales for a life insurance product.
- Target conversion for the first campaign was far above what the client had been achieving from other direct channels in recent years.
Solution
- Implemented a multi-channel lead acquisition campaign using online and telephone surveys.
- DLG and PDV’s creative team produced bespoke surveys for each channel, ensuring compliance with client approval teams and brand guidelines.
- Supplied an account managed, full service solution, using the CleanLeads™ platform to centrally handle prospect data supply and cleansing across a variety of source providers.
- DLG and PDV continually reviewed prospect lead quality, choosing the most responsive sources to maximise campaign performance.
- Changed and improved agent scripts based on client feedback with tight quality control of outbound calls.
Results
- Sales conversion delivered 85% above the benchmark.
- With excellent initial results, the client commissioned a multi-channel data acquisition programme rolled out across 2014.
- DLG and PDV to provide data for campaigns supporting the client’s further rebrand and the launch of four new insurance products.
- Lead Generation, Telemarketing, Insurance