Lifebroker case study
Offering comprehensive insurance comparisons to people daily, Lifebroker knows a thing or two about helping customers choose the right insurance policy. So Lifebroker and Jade Software were a perfect partnership for creating a chatbot solution as a new way to help customers make more informed decisions about their life insurance. Over three months, a combined Jade and Lifebroker team designed, developed, tested, and launched a fully functioning insurance comparison chatbot.
“Our insights showed that product research is usually done outside of normal working hours, and a chatbot can be available instantly and at any time, giving consumers a convenient way to learn about their insurance options on their own terms.”
When it comes to investing in new technology, Lifebroker asks itself two questions: Will it make customers’ lives easier and will it be profitable? So naturally, when they heard about Jade’s work with chatbots they were eager to see if they fit this criteria.
Off the back of their recent Jade-built insurance comparison tool website, also called Lifebroker, which compares life insurance options on both price and benefits, the Lifebroker team worked with experts from Jade to develop another channel for customers to compare life insurance - an AI-backed chatbot.
The team quickly deconstructed the mechanisms of the Lifebroker comparison tool to understand that, at its core, the comparison tool gives customers enough information to feel comfortable that they’re buying the right insurance policy.
“Alfred is a very welcome addition to Lifebroker’s team of customer service experts, working alongside our existing operations on phone, email and online chat. By integrating our digital and human interactions, we’re providing a more engaging and seamless customer experience.”
Because the core behind-the-scenes user experience functionality, such as needs analysis and quote information, had already been established when the Lifebroker website was built, the team was able to start development right away. Beginning with a series of sprints to produce a minimal viable product, the team gave the bot basic cognitive and processing abilities like the ability to speak and understand sentences.
Meanwhile, behind the scenes the team integrated the chatbot with Lifebroker’s existing CRM. This meant there were no additional costs to operating the chatbot, and that Lifebroker’s call centre team could use their existing CRM to manage any new leads the bot generated.
Once its core functionality was in place, it was time to apply more user experience, which enhanced the way the bot interacted with customers. UX experts validated the team’s hypothesis, making sure it was fulfilling a genuine customer need. Then working with Lifebroker’s Marketing team, turned lines of code into a personality, Alfred. By refining the conversation to feel more human, deciding on a personality, and carefully crafting language, tone and characteristics, the bot became something customers would comfortably interact with.
When the chatbot was built to an advanced state, the teams began testing Alfred with real users to get natural reactions and responses on its design and personality. The user testing challenged assumptions about how people would use Alfred, identified gaps in the design where communication was breaking down, and giving data that proved Alfred would be effective in the market.
Lifebroker CEO, Alex Homer, says “Alfred is a very welcome addition to Lifebroker’s team of customer service experts, working alongside our existing operations on phone, email and online chat. By integrating our digital and human interactions, we’re providing a more engaging and seamless customer experience.”
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