by Domitille Dien, Marketing Manager, Zelros —
In today’s fast-paced digital age, insurance companies face intense competition and must continually improve their lead generation strategies to stay ahead. Sales agents, customer service representatives (CSRs), and marketing teams are under pressure to identify which leads are most likely to become customers. However, traditional lead acquisition methods often fall short due to incomplete or inaccurate data, limited time and resources, and inconsistent lead qualification criteria. There are numerous tasks that can be inefficient and time consuming when it comes to identifying protection gaps and needs of your customers and prospects, as well as offering them the right policy at the right time. As an insurer, how do you set yourself apart from the competition? How does it improve the customer experience? Also, how do you equip your sales and marketing teams with the necessary tools?
To overcome the noise and stand out in a crowded marketplace, insurance companies must create compelling touchpoints that resonate with their target audience. This means embracing cutting-edge technologies and innovative strategies that boost competitiveness and challenge the status quo.
Here’s how you can create a successful lead acquisition and conversion strategy:
How to create personalized campaigns with generative AI
One of the most effective ways to create compelling touchpoints is through generative AI-powered personalized recommendations. Insurance companies can harness the power of generative AI to automatically create content like personalized messages, next best questions, and policy recommendations through Open AI integration into their recommendation engine. This integration allows sales and marketing teams to increase their creativity and productivity by relying on the engine to do the heavy lifting. Intelligent content generation relies on rich customer insights to automatically create compelling, meaningful touchpoints to nudge and convert prospects throughout their buying journey or lifecycle (including renewals). This approach provides an effortless and consistent customer experience.
Automating the customer journey is another way to create compelling touchpoints. By delivering personalized messages and offers to key touch points, insurance companies can launch new campaigns in 15 minutes by creating targeted dynamic landing pages that respond based on customer intent and flag data to speed up the lead qualification process. potential customers. Sales agents and producers can now speed up the sales process by taking the heavy lifting out of qualifying and prioritizing their ‘in-market’ leads. The landing page will automatically respond to the target audience that visits with personalized messages, next best questions (to capture personal preferences, also known as zero-party data), and policy recommendations. This approach reduces sales cycle time, whether campaign goals are for customer acquisition, cross-sell, upsell, or retention campaigns, and helps lower acquisition costs while increasing conversion performance. potential customers.
Introducing Zelros: the platform that delivers a consistent customer experience through seamless online and agent interactions
It is essential to bear in mind that content personalization loses its importance if audience segmentation is not accurately assessed. Zelros comes in by leveraging intelligent segmentation based on lifestyle changes, life events and potential risks, it is able to access untapped populations within its policyholder base. Zelros recognizes that data is critical to effective segmentation and offers a variety of features to help you enrich your customer insights. With Zelros, you can unlock the full potential of segmentation and gain a deeper understanding of your customers, which in turn allows you to deliver personalized content and offers that are truly relevant and valuable to them.
How to enrich the insights of your customers
To further enrich customer insights, insurance companies can utilize extended data sources through the Zelros Data Marketplace, designed for the insurance industry. This provides easy API-based access to connect with relevant third-party data sources to enrich customer profiles. The catalog of data sources includes, but is not limited to, risk data, weather data, customer preferences, life events, and more to better understand customers and serve them better. Examples of data to leverage include:
- Third party data providers to access demographic and behavioral data about customers,
- Data from credit bureaus and other financial institutions to obtain information about customers’ credit scores, payment histories, and other financial indicators that can be used to inform underwriting and pricing decisions.
- Public record data to get a more complete picture of customer risk profiles and to inform underwriting and claims management decisions, industry reports.
- Data from market research companies to gain insight into market trends, competitive dynamics, and emerging risks and opportunities in the insurance industry.
- Data from marketing automation platforms and other marketing technology tools to gain insights into customer behavior, preferences and engagement levels, intent data, and to develop more effective marketing and outreach strategies.
Zero Party Data capture can revolutionize the digital experience with ultra-personalized landing pages that enhance the customer experience. Insurance companies can easily create and host custom landing pages and integrate them into their customer journey to capture valuable insights through personalized messages and questions. This ultra-customization can be leveraged to offer products that truly meet the needs of your customers. This approach maximizes customer retention and helps reduce acquisition costs.
How to optimize your customer journey with continuous real-time monitoring
Optimizing the customer journey with continuous real-time monitoring and improvement is essential to creating compelling touchpoints. After data collection, it is important to be able to analyze it through live analytics and performance measurement to measure the impact of sales and marketing engagement strategies. Real-time data analytics dashboards allow insurance companies to see insights into lead performance, such as views, conversions, and click-through rates for recommendations delivered to customers across all channels. The insights allow for a quick assessment of campaign performance and relevance to target audiences and personalization strategies. The data management visualization feature allows you to easily measure the reliability, accuracy, and quality of your data. This provides real-time insight into any data gaps or incomplete customer profiles to identify opportunities for data enrichment.
With continuous data quality improvement, Zelros helps illuminate any data blind spots, ensuring that data integrity, quality, and completeness do not compromise the accuracy of recommendations over time.
In conclusion, accelerating lead acquisition by creating compelling touchpoints through campaign personalization is a powerful strategy for insurance companies to grow their customer base and improve customer retention. By using personalized recommendations with generative AI, enriching customer insights with extended data sources, capturing third-party data, and optimizing the customer journey with real-time data analytics, insurance companies can deliver a consistent customer experience and effortlessly while reducing acquisition costs and increasing lead conversion yield. With the help of advanced technologies, insurance companies can get ahead of the competition and really help prevent loss and protect what matters most to customers.
To learn more about how Zelros can help you maintain and grow your leading position in the market, contact us today so we can answer any questions you may have and show you a demo of our platform in action. get a demo.
Zelros was founded in 2016 by Christophe Bourguignat, Fabien Vauchelles and Damien Philippon. Zelros is an independent B2B software provider that develops artificial intelligence for insurance companies and banks. We recently raised an $11 million Series A and were recognized by Frost & Sullivan as a category leader in the Advanced AI-Powered Insurance Distribution Platform category. For more information please visit zelros.com.