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The client, a provider of personal and business insurance in North America, sought to improve its social media listening and analytics capabilities to improve customer acquisition and retention.
Accenture defined a scalable social media monitoring solution and developed an analytics-based reporting framework, helping the insurer improve customer satisfaction and significantly lower costs for crisis management.
In the current insurance marketplace, where brand and reputation can make the difference between a thriving or declining business, the insurer sought to:
Improve its social media listening and analytical capabilities.
Enable real-time alerts and reporting for the enterprise.
Leverage social media to design, conduct and assess marketing campaigns.
Identify influencers, monitor chatter, inform management and take appropriate actions in a timely manner.
Improve customer acquisition and retention.
Enhance customer service and operational efficiency.
Accenture helped the insurer by:
Defining a scalable social media monitoring solution.
Developing an analytics-based reporting framework for social media conversations and activities around brand, influencers, media, stock position, competitors, spoof accounts and key stakeholders.
Centralizing social media monitoring practices, analytics, tools and data collection to enable real-time alerts and reporting through a variety of formats, including phone and email, depending on the severity of the alert.
Integrating monitoring capabilities into customer service, marketing and public relations business functions and aligning the capabilities with business outcomes.
With Accenture’s help, the insurer can now monitor social media conversations impacting brand and customer service, engage in those conversations and make more informed business decisions. The insurer enjoys:
Social media monitoring coverage 24/7, with the ability to interpret social media chatter, assess sentiment and provide summarized, actionable and noise-free analytics-driven insights to relevant stakeholders, including marketing, public relations and customer service.
Improved customer satisfaction, more timely handling of situations and significantly lower costs for crisis management.
Better connections among customers, and an ability to identify and engage with influencers who are important to the business.
The insurer’s social media monitoring capability not only allows it to effectively manage its brand and reputation, but also helps it monitor consumer behavior, assess the impact of marketing campaigns and provide superior customer service.
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