Case Studies

Improving the Online Experience

The overhaul of this insurance website’s customer service section added cross-sell opportunities and enhanced the one-to-one relationship with the customer.

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Background

Facing increased competition online, a Fortune 50 insurance company wanted to improve their customers’ online experience. By rethinking the customer account maintenance section of the website, Vox helped the company attract and keep more customers.

Problem

The client wanted to create a better customer impression, improve the online experience, and offer more services online. The customer account maintenance section of the site needed considerable updating for a more modern look. At the same time, it had to remain consistent with the rest of the company’s website and their global brand.

Vox Solution

Vox began by evaluating the site from two perspectives: monitor customer interactions and conduct a competitive site analysis. Using this information, we identified which functions were currently problematic on the site. Next, in collaborating with the client’s customer service team, we determined a set of guidelines for a customer-centric evolution of the site. The guidelines revolved around functionality and content - most important to customers when using the account maintenance section. We continued the focus on customer-centricity by identifying relevant opportunities to cross sell different products. Example: A renter’s insurance customer learns about potential discounts for adding automobile insurance to the policy. Finally, we created a home page model to provide a personalized experience for each individual. We designed all of our templates and wireframes with room for future updates, improvements and added functionality.

The Result

Now, the focus is on the customer - providing easily accessible information and fortifying a stronger relationship with the company. The new customer account maintenance section has added functionality with more intuitive navigation. Any action is just one click away. This promotes a positive customer experience where the users find a wealth of information that will help them get the most from their insurance. The new, flexible format is good for the company too, as it allows for more opportunity to cross- and up-sell. The more the company can cater to customer needs, the greater capacity it has to foster customer loyalty.