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Business Market Research and Consumer Market Research
Case Studies: Internet Voice Of The Customer
Case Study: Golden Rule Insurance
1. Golden Rule Insurance used Voice of Customer Market Research to increase the effectiveness of its direct marketing sales organization and increased sales 88%
- Golden Rule Insurance needed to build an integrated, multichannel sales strategy and deployed Voice of Customer Research to understand consumer's preferences regarding the optimal role for web, telephone customer service, direct mail to help them make informed decisions when purchasing individual health insurance.
Customer Relationship Management (CRM) Case Study: Golden Rule Insurance
| Challenge |
Acquire new consumer customers for individual health insurance products.
Improve baseline results by learning what customers require when buying direct (versus through insurance agents) and what mix of media would be optimal. |
| Outcome |
88% increase in sales conversions over baseline.
Developed a very sophisticated lead generation and lead screening process. |
| Lessons Learned |
Voice of Customer Relationship Research identified the kind of experience customers wanted across multiple media when buying a complex product like health insurance.
This VOC - driven strategy encompassed a 100% Opt-In sales process that enabled consumers to interact via their choice of web, e-mail, direct mail, fax, in-bound and out-bound telemarketing. |
Golden Rule Insurance Case Study Continued...
Click here for NBC 6 Web Customer Experiences Best Practices case study
Contact Us for a complimentary consultation to discuss your needs and how the Voice Of The Customer Market Research process may satisfy them.
Voice of the Customer Relationship Research™ process is a trademark of Ernan Roman Direct Marketing
Creating Integrated Marketing Solutions | Customer Relationship Management Solutions | Customer Relationship Marketing
Contact Us for a complimentary consultation to discuss your needs and how the 3-Step Marketing Process®can solve them.
Customer Relationship Marketing | Creating Integrated Marketing Solutions | Business Market Research & Consumer Market Research | Customer Relationship Management Solutions |
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