How Geoffrey Insurance boosted customer engagement with interactive, personalized videos

Faced with the constant challenge of retaining customers and coping with increased competition, many insurance companies are looking to boost sales by strengthening their relationships with existing customers. Geoffrey Insurance Services, a UK-based provider of motor insurance, prides itself on its superior customer service. Nearly 70 percent of Geoffrey's customers purchase their insurance online, with most choosing to quote via a price comparison website and then going to Geoffrey's site to purchase their insurance. “We wanted to provide that personalized service you get on the phone, but in a more digital world,” explains Russell Wilson, Direct Operations Manager, Geoffrey Insurance Services.

The Challenge of Geoffrey Insurance

Customer engagement is the key to success in the competitive insurance world. But how do you create real involvement and strengthen the bond with your customers? Geoffrey Insurance Services, based in the United Kingdom, took up this challenge. They wanted to provide an experience that went beyond just buying a policy. They wanted to create a unique digital world in which customers truly felt heard and understood.

Geoffrey Insurance strengthens customer relationships with personalized videos

The Geoffrey Insurance team opted for an innovative personalized video solution, which uses customer information to create unique videos. When taking out Geoffrey insurance, the customer automatically receives an email with a personalized three-minute video. Here, a man greets the customer by name, explains the policy, and provides information about the payment schedule, required documents, and coverage conditions. Other products and services from Geoffrey are also presented. The efficient software makes it possible to quickly produce personalized videos, ensuring a personalized experience for every customer.

Improved customer service and engagement through Geoffrey's personalized videos

Geoffrey Insurance's personalized videos are not only involved in the purchasing process, but also play a role in customer relationship management. Three weeks before the contract renewal, customers will receive another personalized video summarizing the benefits of renewal. These videos provide a personalized approach and help customers understand crucial policy details, increasing customer satisfaction and retention. Additionally, the videos encourage further interaction as customers can chat online or request a callback with a Geoffrey representative after watching them. The use of this innovative technology demonstrates Geoffrey Insurance's commitment to excellent customer service and building strong customer relationships.

“Customers say they now fully understand what their policy covers, when they need to pay and what documentation they need to send to us.”

Russell Wilson Direct Operations Manager, Geoffrey Insurance Services

The advantages

The results were astonishing. “Customers say they now fully understand what their policy covers, when they need to pay and what documentation they need to send to us,” Wilson said. A study conducted for Geoffrey Insurance by an external research firm found that the videos made 74 percent of customers feel like Geoffrey Insurance was taking care of them. 84 percent said the videos helped them understand their policy. And perhaps most notably, Geoffrey has 12 percent higher retention among customers who viewed their videos, compared to customers who did not. The videos are so successful that the insurer also sent them to offline customers.

“The primary objective was to connect with online customers,” says Paul Baxter, Head of Direct at Geoffrey Insurance Services. “However, we realized that the videos would work very well for people who also purchased their insurance through our contact center. If they speak to one of our employees and take out insurance or make a significant change to their policy, they will also receive the video.” Baxter expects the organization to find even more new ways to use interactive, personalized videos to connect with their customers. “You could do all kinds of things with this technology,” he says. Wilson adds, "I think interactive, personalized videos can fit into any business."