Revolutionizing Customer Engagement: Chubb’s Journey to Paperless Adoption
Challenge:
Chubb, the world’s largest publicly traded property and casualty insurance company, aspired to drive customer engagement through digital communications. However, the conversion from traditional print to digital was marked with friction, impeding their customers from making the digital switch. The challenge was to create a seamless customer journey that would encourage customers to adopt paperless documents.
Approach:
Mia Papanicolaou and Liz Stephen, Chameleon Collective’s Customer Communications Strategists, joined forces with Chubb to identify and eliminate points of friction in the customer journey. They formulated a comprehensive eConsent strategy and optimized the existing customer enrollment process to encourage the switch to digital communications. Additionally, ongoing advisory services were provided to ensure the conversion rate didn’t stagnate. By looking at the overall customer experience, they were able to make strategic adjustments that fostered customer engagement.
Impact:
Chubb saw a significant increase in the adoption of paperless documents, with a 35% rise over two years. Additionally, the click-through rate from emails sent to customers rose to 47%, as customers engaged with the communications. The digital experience significantly improved customer engagement, confirming the effectiveness of the approach. With the optimized enrollment process and improved digital experience, Chubb has been well-positioned to drive further digital adoption for essential documents among its global customer base.
