According to Chatterjee, “You cannot improve what you cannot measure.” This explains why Adobe Analytics plays such a major role in the digital transformation at Bajaj Allianz General Insurance. Using the real-time metrics gained through Adobe Analytics, the company gains a greater understanding of how to improve the customer experience — from preventing technical errors to providing a more engaging customer journey.
Bajaj Allianz General Insurance analyses the digital footprint of customers on the website to see if it can spot areas of friction. Sometimes this can indicate a technical error with much more specificity compared to traditional website error logs. Technical teams can see exactly what customers were doing on the website before a connection error occurred.
Other times, these areas of friction might be within the digital experience itself. Adobe Analytics revealed that many customers were redoing quotes multiple times to compare premiums for vehicles with different market values. By changing the value from a one-time drop-down selection to a flexible slider, the company made it much easier for customers to compare values.
Sudden drop-offs might also indicate an issue with the policies themselves. For example, if a product team notices unusually low conversion rates on a specific make and model of car, it might indicate that a competitor is winning over these customers. The product team can start adding incentives, such as online discounts or free add-ons, to increase the conversion rates.
Adobe Analytics also provides better insight into what types of content or copy connect with customers. Content teams can check how customers engage with blog posts to deliver more of the articles that customers want. Product teams can check which calls-to-action are the most effective, both on the Bajaj Allianz General Insurance website and on partner websites such as Flipkart.
While website information is available in three languages — English, Hindi and Marathi — there are 22 scheduled languages and more than 100 major languages in India. While fully translating each page would be a significant investment, Tekno Point helped create a system to target audiences by changing the language used for the call-to-action on campaign landing pages. The company has found that consumers react positively to messaging delivered in their native languages.
“The new digital experience built on Adobe Experience Cloud has been very effective and meaningful for our customer,” says Chatterjee. “The digital channel is now responsible for 14% of the company’s new customers and 16% of our new policies.”