Sun Life Direct Partners with LivePerson to Assure Online Customer Satisfaction
公司规模
Large Corporate
地区
- Europe
国家
- United Kingdom
产品
- LiveEngage
技术栈
- Live Chat
实施规模
- Enterprise-wide Deployment
影响指标
- Customer Satisfaction
- Cost Savings
技术
- 应用基础设施与中间件 - API 集成与管理
适用行业
- 金融与保险
适用功能
- 销售与市场营销
- 商业运营
服务
- 软件设计与工程服务
关于客户
Sun Life Direct is a familiar brand in the UK life assurance sector, trading for over 200 years. The company is well known for its TV and press advertising, featuring Michael Parkinson, and for satisfying needs via a direct one-to-one relationship with its customers who are predominantly aged 50+. Sun Life Direct is part of the AXA Group and has a reputation for high-quality customer service. The company's customers traditionally applied via telephone or paper from traditional direct marketing advertising. However, with the increasing amount of time consumers now spend online, particularly when it comes to researching and purchasing products, Sun Life Direct realized that it needed to offer an online service to its customers, comparable to its offline one.
挑战
Sun Life Direct, a well-known brand in the UK life assurance sector, was facing a challenge with its digital marketing strategy. The company's customers traditionally applied via telephone or paper from traditional direct marketing advertising. However, with the increasing amount of time consumers now spend online, particularly when it comes to researching and purchasing products, Sun Life Direct realized that it needed to offer an online service to its customers, comparable to its offline one, and maintaining high customer service standards was key to this. The company also wanted to set up a digital platform that would facilitate the marketing of new products to customers with a different demographic profile. Its existing target customers are typically late-adopters of digital technology and sometimes need help in making the switch to online applications. For reasons of cost, expertise and efficiency, online customer service would need to be handled by Sun Life Direct’s existing customer telephone enquiry service, operated by 2Touch, based in Sunderland.
解决方案
Sun Life Direct identified LiveEngage, LivePerson’s digital engagement platform, as a potential solution to a number of business challenges that it faced. The company deployed Live Chat initially to help increase the conversion rate of applications online. LivePerson’s intelligent engagement capability enabled Sun Life Direct to offer Live Chat at exactly the point in the customer journey where help is needed. A team was set up at the 2Touch call centre offering Live Chat from 8am to 6pm, running in parallel with their established telephone operation. One big early success of Live Chat was identification of a problem the website had with the latest version of Internet Explorer. Essentially the website would not work when viewed in IE v10. Sun Life Direct was able to identify this problem and fix it quickly due to the immediate feedback Live Chat provided to the digital team.
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