mama knows best - asurion
DESCRIPTION
This document details a case study on Asurion's Mama Know Best campaign. The purpose of the campaign was to address customer concerns and queries, as well as provide important information, in a light-hearted, friendly way. The objectives were to cut down customer handling time in call centres, and increase customer loyalty and satisfactionTRANSCRIPT
Asurion: Mama Knows BestCase Study
All images and content © Copyright Twist & Shout Communications Ltd. 2013
Web: www.twistandshout.co.uk • Email: [email protected] Blog: tandscomms.blogspot.com/ • Tel: +44 (0)844 335 6715
No one reads the terms and conditions. For anything. Ever.
This often leads to false expectations and upset customers. They don’t understand why they must pay an excess. They don’t understand why they don’t just get a new phone. They don’t know what they have agreed to and what they have been paying for.
In a busy call centre, this can take up an awful lot of time which could be put to better use.
The challenge is to help diffuse this tension, to give simple, rational answers that explain why this is the way it must be while not alienating or belittling these already unhappy customers.
Insurance provider Asurion asked Twist and Shout to create memorable characters that gave customers important information while actually entertaining them. The aim was to reduce call centre time spent on explanations and complaints, and foster a better relationship with the customer.
We needed to explain to the customer that:• Weareawarethatyouhavequestionsandaretryingtoanswerthem.• Youarenotstupidfornotgettingthisintuitively.• Therearegoodreasonswhyinsuranceworksthisway.• Itisnotdifferentfromhowinsuranceworksonyourcaroryourhouse.• Asurionreallyistryingtohelpyougetconnectedagainasfastaspossible.
We created Mama, a no-nonsense woman giving advice on a phone-in advice show. Web cams allow us to see the callers, who are humorously drawn, without being made to look ridiculous.
Watch The Videos Here
Why Film?
Talk to your Customers
Social Media has become dominated by film. Short clips sent around the world on Facebook and Twitter can have a greater impact than a ream of studies. And since they are so easily shareable, if you make something truly funny then your customers begin to distribute it for you.
If you would like to talk to us about how we can help you connect with your customers, give us a shout.
© Copyright Twist & Shout Communications 2013
Web: www.twistandshout.co.uk • Email: [email protected] • Blog: tandscomms.blogspot.com/ • Tel: +44 (0)844 335 6715
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