Legal & General
Transforming customer experience through an optimised data and technology strategyShare Case Study:
James O’Keefe, Commercial Director and Transformation Lead at Legal & General, explains that the business had set out a clear strategy to drive sales growth, as a data-led, technology-enabled and customer experience-focused digital business.
“It sounds a simple approach, but we had unique challenges to tackle in our disparate legacy systems and data. The post-GDPR landscape is a critical context too: like all responsible organisations, we’re committed to being compliant, but we’re also looking ahead to the future of global digital privacy,” James said.
“We needed a data and technology partner that could help us think our data strategy through and work with us to define the practices, processes and technology solutions to make it happen. The end game was better use of first-party data for effective segmentation, in order to deliver more impactful and relevant customer experiences to customers and prospects.”
Legal & General worked alongside CACI’s consultants on a data and technology roadmap that would drive commercial and customer growth. CACI provided the consultancy, practical advice and skills to accelerate its development, along with on-demand technical support.
“We needed a foundation of lawful and accessible first-party data that we could enrich with third-party data to provide meaningful customer insight at a sub-segment and attribute level. This would inform and enable customer and prospect engagement,” James continued.
James continues; “CACI worked with us to join data sources, create clean and enriched datasets and to launch the Adobe Campaign platform.”
With the CACI Demographic Data API, Legal & General is getting even more value from their Acorn and Ocean datasets and CACI-built custom segmentation.
Using this real-time connection, CACI provides Legal & General with Ocean characteristics in real time, such as wealth, age and attitudes, to match with prospects and customers in a privacy safe and compliant manner. This means they can be assigned a best-fit persona and served the most relevant and useful customer journey immediately. It also informs and refreshes Legal & General’s models. It’s an innovative way to put together powerful technology and data to create personalised customer experiences from the very first moment.
“The results are excellent. We have market-leading campaign deliverability rates. Compared to our legacy system, we have doubled open rates, trebled click-through rates and greatly improved the open-to-sale ratio,” James exclaimed.
“The big difference is that we’ve left behind our previous one-size-fits-all approach, replacing it with a far more segmented and customised conversion journey. We’re no longer reliant on averages. We have multiple representations of customers and we’re able to optimise continually by balancing the commercial benefits against the cost and complexity of running more campaigns.”
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