Tryg: "We improved the average sales among new customers with 5% in 2017 using data"

In Tryg, data is a natural and vital part of the daily work to secure the company’s communication with their customers and to improve sales. Data make it possible to get an in-depth knowledge about their customers segments, and the results show felt on both sales and the bottom line

 

Two Different Models

One model looks at the household’s insurance potential and profitability, while the other model looks into when it’s best to contact customers. The models are based on Tryg’s own knowledge and data about their customers as well as conzoom® and statistics provided by us

 

Improved sales

Tryg’s work with data impacts several strategic decisions, and the effects are measured continuously. Based on Tryg’s own internal tracking, it’s clear that the interaction between data work, performance management, and a strong cooperation across the organisation has contributed positively to improve new biz with +5% and +20% pr. sales person in 2017 compared to 2016

“Prioritisation of prospects based on the models have not only helped improve the contact rate and average sale pr. customer but also secured a higher profitability on new customers"

- Jørgen Thau, responsible for segmentation and analytical modelling on private customers in Denmark

Tryg Part of the Data-Driven Elite in Denmark

Even though Tryg has already achieved good results through their data work, they are stil focusing to further improving. Data work must continuously be developed and optimised in sales and marketing processes to ensure that the customers experience Tryg's communication as relevant and up-to-date with the hope of continuously increasing hit rates and even higher sales efficiency

“One of the development points we are focusing on, to get more benefits from our data, is to make our systems talk to each other in real time. We expect this to happen in the near future”

- Jørgen Thau, responsible for segmentation and analytical modelling on private areas in Denmark

Identify Your High Value Customers and Get More Like Them

Sign up below or get in touch with Tania Holm Linke directly to learn more about how to get the insights to improve your bottom line

Tania Holm Linke portrait

Tania Holm Linke

Senior Consultant

+45 6043 3083

Linkedin