Case study by Stefanos Falkonakis - Insurancemarket.gr.

1. How AI and Content
will be the key drivers for
next generation customer experience

2.  We are currently the No 1 insurance & energy comparison and brokerage website in Greece with
over 95% market share among online aggregators and 27% of all online sales in Greece
We are quoting over 1m unique drivers every year approximately 70% of total
switchers in Greece & 100k households who are looking to reduce their energy bills
With over 350K contracts and over 25,000,000 € GWP sales in 2018 we are one of the
biggest brokers and suppliers to most insurance companies in just 5 years!
Since September 2013, we have a strategic agreement with the 1# Insurance Aggregator of
Netherlands “independer” and we are part of Achmea Group B.V
our story so far…

4. appetite…

5. Physical Presence
Phone 24/7
Trained Agents
Email
SMS
Paper
Search & Review
Generation X & Xennials
Digital Presence
Chat/Chatbots
Self Service options
Viber/Messenger
App/Push
PDF
Search & Review
80%
of our
revenues
20%
of our
revenues
customer segments vs customer service channels

6. should we adapt
and transform our channels…
educate and engage our users ?
or become “data” clever,
here is the “1.000.000 dollar” question…

7. Analytics Engine Automation
Automate analytics capabilities (i.e. micro
segmentation and propensity refresh schedules)
Data to Insights Process
Build interactive reports in Qlik consuming data from analytics models to
generate insights
Introduce New Analytics capabilities
- Relationship Pricing
- Cross Sell Scoring
- Loyalty & Next Best Offer (as a combination of analytics and
strategy and based on data availability)
Data Management and Handling
Process
-Build and automated process for data
extraction and data aggregation
-Achieve customer uniqueness across
systems and data
-Enhance existing CAR with data from
additional data sources
-Understand AS IS IT landscape and
propose a TO BE future state.
Build foundations and achieve Quick Wins
- Customer Analytical Record (CAR)
- Micro segmentation
- - Propensity Modeling
humanize our data

8. predictive customer modelling
self optimizing personalization
content
Understand Educate Engage Monetize
combine data with business strategy

9. Micro-Segmentation CAR AI-Assisted Predictions propensity model
AI-Assisted Paths Keyword Targeting Auto-Remarketing Auto-addons
Generic Specific Empowered Best for you
Understand Educate Engage Monetize
combine data with business strategy – real life example

10. since full roll-out…. (7 months)
NPS Call Reduction New Sales
Online Conversion
-10% -20k +35%+4pp +22%
Renewals
Online Conversion
Churn Rate

11. #TrueStory
Over 90% of the world’s DATA
is locked away and unused…
#UseThem

12. Thank you
Stefanos Falkonakis
Head of Digital & Marketing