Customer
Købstædernes Forsikring
Industry
Insurance
Year
2023
Services
Design, Software Development
Købstædernes Forsikring
Købstædernes Forsikring was in possession of large amounts of data from tracking visitors to the company's websites. However, the quality of the data was not high enough, just as the implementation needed a review. This meant, among other things, that you did not know where on the website the visitors had submitted inquiries, and therefore were not really sure what you could read from the incoming data correctly.
Therefore, it was decided to review and update the entire tracking solution on the website with a view to increasing data quality and creating better reporting around the website's performance.
Challenge: Købstædernes Forsikring lacked correct and useful data insight from their digital channels because tracking and data quality were insufficient, which made it impossible for management to understand customer behaviour, optimize the customer journey and make data-driven decisions about digital growth.
CORRECT TRACKING PROVIDES AN OVERVIEW AND OPPORTUNITY FOR ACTION
Like other websites, the website had been updated several times, and this affected both the tracking and thus the data that was collected. “The correct tracking of the data means that we can now draw useful analyzes about the visitors' behavior on the website. We can now see, for example, where in the purchase flow customers drop out, so that we have the opportunity to optimize the flow. The same applies to the damage notification process, on which we now also have useful data. In this way, we can ensure a safe process and ensure that more people use our self-service solutions. We can now also see if they get the information they are looking for or if they leave the page without having received a response to their inquiry – and therefore contact customer service by telephone instead. We would like to optimize our website so that it makes the customer journey as easy as possible. It is both difficult for visitors and expensive for us when they have to contact customer service,” says Louise Kjær Mansfeldt, who is head of market development at Købstædernes Forsikring.
As an insurance company, Købstædernes Forsikring must meet both the Danish Financial Supervisory Authority's and the Danish Data Protection Authority's requirements for data security and compliance with the GDPR. “Among other reasons, we have chosen at an early stage to use Piwik instead of the usual online data analysis solutions. With Piwik, we have 100% ownership of data. Piwik data can be stored on-premises or private cloud – our data is stored in the cloud on a server in EU. We also know that data is not shared with third parties. Thus, we feel that there is one less thing to worry about in terms of data security. The fact that the IT Cartel are experts in Piwik, but also have experience in developing larger systems, are the weighty reasons why we have chosen to collaborate with them.”
Louise Kjær Mansfeldt, Head of Customer Insights and Customer Experience.