Intesa Sanpaolo - Insurance Styles
Analysing client's Customer Database to customize offers and messages
Challenge - Understand the clients
Solution - Create new Buyer Personas
The analysis was carried out through a structured questionnaire, implemented on the Cawi detection channel of the Voice of Customer NeosVoc platform, and allowed the identification of the following information:
Lifestyle and interests of customer in specific areas, such as sport, travel, art, health, and well-being.
The customer's propensity to take out an insurance policy to protect themselves in areas of life that are important to them.
Some traits of the personality of customers use in defining the most suitable communicative and relational approach for each one, such as friendship, locus of control, and attitude towards uncertainty.
Some personality traits useful in identifying the most suitable insurance products for each customer, such as openness to experiences and sensation seeking.
Impact - Personalised insurance
This knowledge has allowed Intesa Sanpaolo Assicura to customise communication according to the “style of protection” of each individual, increasing the value of the relationship with its customers and at the same time favoring the adoption of insurance policies more in line with the needs and peculiar characteristics of each one.
The project for Intesa Sanpaolo Assicura was carried out thanks to Neosperience Cloud Technologies