Esurance

Esurance
A Financial Services Case Study
Esurance Enhances Online Experience and
Improves Conversions with Click to Call Service
Country: United States
Industry: Finacial Services
“
Company Profile
“
Esurance, Inc., provides personal auto
insurance direct to consumers online and
through select online agents.
Business Challenge
Esurance realized there was an opportunity
to integrate the offline telesales and online
contact channels to improve the online
experience and potentially increase
conversion and customer satisfaction.
Solution
eStara’s Click to Call offers customers the
ability to push an HTML button and speak
with a sales representative at key points of
sale.
Results
• Increased inbound prospect
inquiries by 30%
• Reduced website abandonment,
on average, by 22% - 25%
• Delivered high customer satisfaction
- Gary Tolman, President & CEO, Esurance
Esurance, a leading online insurance provider, drives customer acquisition and retention
by making the insurance buying process
quick and easy. To improve its existing online
process, the company developed a strategy
that incorporates eStara’s Click to Call. This
service gives online consumers the power
to connect with a live agent at key points in
the pre- and post-sales process. With eStara
Click to Call, Esurance has increased inbound
prospect inquiries by 30%.
Business Challenge
Esurance provides personal auto insurance
direct to consumers online and through
select online agents. It is one of the fastest
growing auto insurance companies in the
United States with over 110,000 policy holders to date. By combining the best of technology with industry know-how, Esurance is
able to offer hassle-free auto insurance coverage with 24/7 customer service and claims
handling at competitive prices.
To enhance its offerings to customers, Esurance utilizes a customer engagement model
designed to facilitate all facets of the auto
insurance process, including quote attainment, purchase of coverage and account
management.
According to a recent analyst report, two of
the most common reasons online consumers
contact customer service are pricing issues
and technical support questions. It is safe to
infer that a great percentage of consumers
abandon a site with similar questions without bothering to contact customer service.
Esurance had attempted to address these
issues with self-service tools on their website. However, the same survey found that
consumers are less satisfied with FAQs and
site search than they are with phone-based
customer service. Esurance recognized that
there was an opportunity to integrate the
offline telesales and online contact channels
to improve the online experience and potentially increase conversion and customer
satisfaction.
Solution
Esurance is now using eStara’s Click to Call
service throughout the online purchasing
process. The Click to Call solution uses VoIP
technology and provides online users
the ability to make PC-to-Phone and Phoneto-Phone calls from the Web.
Case Study
Esurance
A Financial Services Case Study
Esurance needed a technology solution that
wouldn’t require significant investment in
new hardware or software. eStara’s Click to
Call is built on a proprietary VoIP platform
and allows Esurance to route and handle
“click to call” calls just like traditional inbound calls.
“Many customers have let us know that they
think the click to call technology is ‘cool.’ They
really appreciate the fact that it routes them
immediately to the right person, versus having to keep dialing to get the appropriate
person through an IVR,” says Tom Capp, Director of Telesales at Esurance.
Results
Esurance’s prospect inquiries rose by 30%
after only six months of Click to Call use.
Though detailed conversion statistics are not
yet available for Esurance’s deployment, an
analyst report recently found that the Click
to Call service can increase online revenue
by as much as 45%.
“eStara’s Click to Call technology is innovative
and helping us deliver on providing a hasslefree experience for our customers,” says Gary
Tolman, Esurance President and CEO.
In addition to servicing policyholders more
effectively, the Click to Call solution reduces
the time it takes to provide verification information.
An Esurance Agent receiving a Click to Call
call can conference call with the customer’s
former insurance carrier and complete verification immediately. In a recent survey of over
5,000 Click to Call users on Financial Services
websites, over 25% said that the “click to call”
service saved them from abandoning their
website visit.
“When customers get their quotes, they have
a lot of understandable questions about their
price, our company, etc. It’s great that potential policyholders now have another way to
get in touch with us,” stated Capp.
As an online insurance provider, Esurance’s
competitive advantage depends on its online technology. And the company turned to
eStara to develop a better way for people to
shop for, buy, and manage their auto insurance quickly and easily. By adding click to
call functionality on their site, Esurance was
able to dramatically improve the
customer buying experience.
“It’s not just sales that have improved, but
we’ve also improved the customer experience we provide to our policyholders,” says
Capp.
eStara's Click to Call
technology is innovative
and is helping us deliver on
providing a hassle-free
experience for our
customers.
-- Gary Tolman,
Esurance President & CEO