Image for Comment Groupama managed to create a hyper-personalized experience as part of one of their commercial highlights?
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CONTEXT
Groupama wanted to launch the year with a 360° personalized taiwan contact number conquest action on its general insurance products (auto, home, health, life accidents). One of the major challenges was to saturate new customers as soon as possible in order to retain them over time.
How to personalize the customer experience during a key commercial moment to boost the conversion rate of customer/prospect contracts?
SOLUTION
plan with 2 rich SMS to improve the conversion rate of contracts and encourage the subscription of several contracts at the same time. For this, a cross-sell matrix was created to make suggestions for personalized offers according to the customer/prospect profile and their eligibility for the products.
The first rich SMS “Good news” had a swipe-up mechanism to discover a personalized promotional offer: from €50 free to €260 free. This allowed to engage and make the offers known with an engagement rate of +91%.
The 2nd rich SMS aimed to relaunch all unconverted hot leads (quotes) to encourage them to finalize the subscription quickly and to outbid them with the promotion of a 2nd personalized contract for the customer (€50 for the 1st contract subscribed, €70 if a 2nd contract is subscribed). This made it possible to generate up to 36% of quotes in cross-sell and a rate of concluded deals multiplied by X2.5 on the target of prospects.
"The scenario implemented significantly boosted the performance of the highlight. Thanks to the creation of a matrix including appetite weights on our products, we were able to personalize the display of the right offers to the right people. In this way, we responded to their need for hyper-personalized messages while modernizing our brand image. After a 3-month test period, the rich SMS for quote reminders was industrialized and made permanent in September 2022 to relaunch all quotes generated both online and via the sales network. The scenario is now completely automated with sendings every day," explain Florian FERCOQ and Olivier PELTIER from Groupama.