Data, data everywhere…
Against a backdrop of a sales channel comprised of independent agents and brokers, Transamerica wanted to break through and develop direct relationships with its customers. Without a direct relationship, the carrier was forced to compete on price instead of quality service or product features.
Upon completion of an exhaustive research engagement comprised of both virtual ethnography and traditional market and customer research a critical insight emerged — People didn’t like to talk about Life insurance (go figure). The key to engagement was to approach the audience from their point of interest, building the relationship over time and building brand preference when they were ready to buy insurance.
Tahzoo identified mind-state based digital personas and associated a set of data attributes which matched those characteristics. Then we developed a series of personalization rules to ensure the presentation of differentiated content. The outcome was increased brand affinity, stronger lifetime commitment and an increase in overall lifetime customer value scores.