Our Clients

Case Study: Customer Retention

Client Situation: The client, a large property and casualty insurer, was unable to retain customers in one of its largest markets, Quebec. They were using a traditional call center approach to manage their customer relationship and needed a sales and marketing strategy to address their customer retention issue.

Raybec's Approach: Raybec worked with the client to design and execute a retention campaign that targeted customers in the Quebec region. A strategy was developed to engage customers and uncover the customers' renewal intention.

The following steps were taken:

  • Each customer received a highly personalized package that thanked them for their business.
  • Each package solicited feedback on the quality of service; renewal intention; cross-sell opportunities; and need for additional information of interest.
  • Customers could submit feedback by mail, fax or telephone.
  • Customers received a highly personalized 'Thank You' after responding to the survey.

Value Delivered: The client captured key relationship insights, which were then used to increase retention and cross-sell opportunities.

  • The campaign generated an unprecedented response rate greater than 30%.
  • Retention increased by 5.6% (e.g. if retention in the control group was 85%, retention in the test group was 90.6%)
  • 20% of responses generated cross-sell opportunities which were forwarded to the sales organization for follow-up