customer success sun life direct - liveperson...2013 liveperson, inc.© 3 customer success sun life...
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2014
CUSTOMER SUCCESS
Sun Life Direct Partners with LivePerson to Assure Online Customer Satisfaction
2014 LivePerson, Inc.© 1
CUSTOMER SUCCESS Sun Life Direct
Company ProfileSun Life Direct is a familiar brand in the UK life assurance sector, trading for over 200 years even once turning down a certain Charles Dickens
as he was considered too risky! Now part of the AXA Group, Sun Life Direct is well known for its TV and press advertising, featuring Michael
Parkinson, and for satisfying needs via a direct one-to-one relationship with its customers who are predominantly aged 50+.
Sun Life Direct realised that it needed to offer an online service to its customers, comparable to its offline one, and maintaining high customer service standards was key to this. During a pilot, multiple improvements were made to the online customer experience, with high CSAT scores achieved
and conversion rates increased. LiveEngage also proved popular with the call centre team. As a result of a successful
pilot and having attended LivePerson’s Aspire conference, the Sun Life Direct team identified LiveEngage, LivePerson’s
digital engagement platform, as a potential solution to a number of business challenges that it faced.
Challenge The increasing amount of time consumers now spend online,
particularly when it comes to researching and purchasing products,
caused Sun Life Direct to revisit their digital marketing strategy.
Sun Life Direct’s customers traditionally applied via telephone
or paper from traditional direct marketing advertising. Sun Life
Direct wanted to offer customers the same service online, without
importantly losing any of the quality of customer service it is
famous for.
Sun Life Direct also wanted to set up a digital platform that would
facilitate the marketing of new products to customers with a different
demographic profile.
Its existing target customers are typically late-adopters of digital
technology and sometimes need help in making the switch to
online applications.
For reasons of cost, expertise and efficiency, online customer service
would need to be handled by Sun Life Direct’s existing customer
telephone enquiry service, operated by 2Touch, based in Sunderland.
CUSTOMER SUCCESS Sun Life Direct
SolutionSun Life Direct’s Head of Digital, Colin McDougall attended
LivePerson’s Aspire conference in June 2013, where presentations
by their customers RBS and O2, amongst others, convinced him of
the value and potential of the LivePerson LiveEngage solution.
Sun Life Direct deployed Live Chat initially to help increase the
conversion rate of applications online.
LivePerson’s intelligent engagement capability enabled Sun Life Direct
to offer Live Chat at exactly the point in the customer journey where
help is needed.
A team was set up at the 2Touch call centre offering Live Chat
from 8am to 6pm, running in parallel with their established
telephone operation.
22014 LivePerson, Inc.©
2013 LivePerson, Inc.© 3
CUSTOMER SUCCESS Sun Life Direct
ContactLivePerson (UK) Ltd.
250 South Oak Way
Green Park, Reading
RG2 6UG, UK
T: +44 (0) 333 666 5483
F: +44 (0) 870 130 6690
www.liveperson.com
About LivePersonLivePerson, Inc. (NASDAQ: LPSN) offers a cloud-based platform that
enables businesses to proactively connect in real-time with their
customers via chat, voice, and content delivery at the right time,
through the right channel, including websites, social media, and
mobile devices. This “intelligent engagement” is driven by real-
time behavioural analytics, producing connections based on a true
understanding of business objectives and customer needs. LivePerson
is headquartered in New York City with offices in San Francisco,
Atlanta, Tel Aviv, London, and Melbourne.
ResultsOne big early success of Live Chat was identification
of a problem the website had with the latest version
of Internet Explorer. Essentially the website would
not work when viewed in IE v10. Sun Life Direct was
able to identify this problem and fix it quickly due
to the immediate feedback Live Chat provided to
the digital team.
Sun Life Direct improved a number of aspects of
its website performance as a result of customer
feedback via Live Chat, smoothing out the
customer journey and simplifying language.
Sun Life Direct today estimates conversions have
increased up to 30% where Live Chat is deployed,
when compared to self-service users.
Customer satisfaction with Live Chat has been very
high, exit surveys showing up to a 93.5% customer
satisfaction (CSAT) figure. Importantly this meets
one of Sun Life Direct’s principal objectives – to
offer as good customer service online as its
customers enjoy on the telephone.
So popular has the new Live Chat channel proved
to be that call agents at 2Touch are reportedly
‘queuing up” to join the Live Chat team.
In terms of costs, Sun Life Direct is aware that call
agents can handle more live chats than phone
calls per hour, typically twice as many, which
potentially lowers their cost per customer
service enquiry dramatically.
Business results of LiveEngage :
30% increase in
sales conversions.
Up to 93.5% higher customer
satisfaction (CSAT).
2X as many enquiries
handled per hour by
call agents.
Lower cost per customer
service enquiry.
Improved website
performance.
Educated customers
to self-serve.
32014 LivePerson, Inc.©
“
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One of the things I love about Live Chat is that it raises the visibility of text and allows me to analyse it much more easily that I can do with voice. We get immediate feedback from our customers on the chat agent call sheets which we can analyse
and then use to improve our website & overall customer service performance. We chose to work with LivePerson because they
are clearly a leading exponent of this new & important marketing discipline.
– Colin McDougall, Head of Digital Sun Life Direct