Introduction

Our client, an OC/AC insurance company, approached us with a need to reach more new customers. As a result, we took a number of measures to increase our customer base and improve our insurance sales performance.

Identification of problems

The first step was to understand the specifics of the market and our client's expectations. The main challenges they faced were:

• Limited number of new customers
• Low policy renewal rates
• Lack of effective tools to reach potential customers

Profile of the ideal customer

In order to effectively reach new customers, we established a profile of the ideal customer. Based on data analysis and collaboration with the customer, we defined the following characteristics:

• Age: 25-50
• Location: residents of large cities and suburban areas
• Owners of passenger cars with a value of PLN 30,000 - 150,000
• People who regularly use the Internet and are active on social media
• Customers whose OC/AC policy ends within a month

Data analysis and segmentation

Using our database, we extracted customers who meet the above criteria. In addition, we identified those whose OC/AC policies are running out within a month. We collected this data through registration forms and analytical tools.

Strategy for marketing activities

Deciding on a comprehensive approach, we chose three main communication channels: mailing, SMS and Call Center. Each of these channels was designed to reach customers in different ways and ensure maximum campaign effectiveness.

1. Mailing
• We prepared personalized e-mails with OC/AC insurance offers, taking into account the needs and profile of the ideal customer.
• We used database segmentation to match content to different target groups.
• We regularly monitored the campaign's performance and implemented optimizations.
2. SMS
• We sent short and concise SMS messages with a reminder about the expiring policy and an offer to take advantage of our offer.
• We focused on personalizing content and providing clear call-to-action.
3. Call Center
• The call center team contacted selected customers by phone to provide details of the offer and answer any questions.
• We created conversation scripts that helped in conducting effective sales conversations.

Campaign results

Thanks to our coordinated efforts, we were able to achieve impressive results:

• Significant increase in the number of new customers
• Increase in policy renewal rate
• Positive feedback from customers about service and offerings

Continued cooperation

The client's satisfaction with the results achieved resulted in the continuation of our cooperation. We are currently supporting the client in further marketing activities, adapting strategies to changing market needs and customer expectations.

Summary

Our campaign for an OC/AC insurance company demonstrated the importance of data analysis, proper segmentation and the use of various communication channels. As a result, we not only met the client's expectations, but also contributed to their success in the insurance market.