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BNI Life Insurance
Moving from Product-centric to Customer-centric
With the ever-changing digital landscape in the insurance industry, BNI Life wanted to increase their digital competencies through Website Transformation, having a more effective digital presence, and engaging social media conversation, to answer the business challenges that lie ahead.
The new BNI Life platform was designed to have an experience that make obtaining and maintaining insurance a breeze, with finding information a few taps away as well as shift the focus from products and/or brand, to customers.
The new BNI Life website offers a brand new experience focused on customer’s needs. Offerings are re-organised in the simplest way, with ease-of-access for multi-screens in mind.
And with emphasis on functional menus, it’s like having a dedicated app, right on the browser window.
We needed to identify and map out the key stages on the whole consumers’ journey: different types of target audience, phases where content takes the major role, and finally content approach that’s relevant to their needs.
Based on the consumers’ journey funnel, we can inject the importance of contents to increase brand’s discoverability, affect consideration, and finally drive to conversion.
All of those phases should be aligned with each consumers’ needs that represented into 6 life stages and moments when our consumers want to find inspiration, learn about our products, make a purchase, or anything in between.
Supporting distribution and at times the center of engaging activities, BNI Life’s social media offers a wide variety of content that’s in-line with the 6 life stages. Other than supporting engagement, we also managed the comments and feedbacks related to their products as well as service offerings on social media by coordinating directly with BNI Life’s customer support daily with a turnaround time of less than 3 hours.
With the new customer journey ingrained on the website as well as the other digital touchpoints, we were able to see a 50% increase in session duration, 100+ leads being submitted, and a 12% increase in conversion rate.
