Case study: Zurich
The brief
Active were asked to design an incentive scheme to achieve a reduction in lapses on motor insurance renewals and to incentivise brokers to win new online office business.
The challenge
Rather than providing an incentive programme where all participants are pre-registered onto the scheme, Zurich wanted to offer an opt-in programme where all brokers were invited to participate. Also, only new business sales were to be rewarded on the scheme.
The solution
To make the scheme as flexible as possible, Active offered the principals of participating brokerages the option to reward themselves, individual underwriters or their office as a team prize.
A campaign pack was produced for each brokerage, including a personalised invitation letter from Zurich and a fully branded rewards booklet. The scheme was supported by a personalised Zurich microsite. Other communication pieces were designed and distributed during the course of the scheme to maintain interest and momentum.
Two incentive programmes were created, for motor and office. Motor brokers would earn 'Diamond' points and office would earn 'Sapphire' points.
Rewards brochure
The execution
Zurich supplied Active with 'CSO/ISIS monthly results reports'. Active then converted this data into individual statement forms, which were emailed and posted to each individual brokerage. This procedure ensured that only new business sales on the scheme were rewarded.
Following the distribution of the campaign packs, 84% of the independent brokerages agreed to participate in the incentive scheme.
The success
There was a significant reduction in motor insurance renewal lapses and a major increase with new online office business, which the group hailed as a major success.