How insurance.com.au used Trustpilot reviews as insurance for their rebrand
Problem
After recently rebranding their online division, they introduced a new brand in a crowded market with decades' worth of existing clients at stake.
Solution
Trustpilot’s seamless integrations meant they could easily integrate reviews with customer onboarding and other major touchpoints, making choosing Trustpilot an easy decision
Result
insurance.com.au used their reviews to gauge their success of their new brand and saw an even better retention rate than before. They also achieved a TrustScore of 4.3 — 19% greater than the global industry standard of 3.6 in the insurance industry.
Securing client trust
insurance.com.au is designed to simplify buying and managing insurance online, giving busy professionals peace of mind with quality coverage all in one place. And with 40 years in the industry, it goes without saying that their business has evolved quite a bit over time.
After recently rebranding their online division, they found themselves introducing a new brand and client journey in a crowded market with decades worth of existing clients at stake. Success for their rebrand came down to seamlessly transitioning those existing clients — who weren’t always the most tech savvy or open to change — to their online platform.
The team at insurance.com.au knew better than anyone that when a business takes on that kind of risk, they need insurance.
Enter: Trustpilot.
“Our business is based primarily on partnerships and relationships, so missing out on the social proof Trustpilot affords us would be a huge loss. It’s one thing for us to say how great we are and another to point to the tens of thousands of clients that think we’re great.”
947+
Reviews on Trustpilot.
4.3 stars
19% greater than the global industry standard TrustScore of 3.6 in the insurance industry.
40
Insurance.au's years of industry experience.
How insurance.com.au leverages reviews to win customers
It’s no secret that insurance is seen as a grudge purchase that no one particularly looks forward to making—despite being one of the most important purchases people can make. Your insurance company is who you call when things go wrong and it needs to be a company you can trust.
To carry their trusted legacy to the new brand, they would need to collect and display reviews from their existing client base to reflect the decades worth of positive experiences clients have had with their insurance offering.
For insurance.com.au, choosing Trustpilot reviews was an easy decision. Not only had the management team already used them at previous companies and had great results, but Trustpilot’s seamless integrations meant they could easily integrate reviews with their customer onboarding and other major touchpoints. The ability to highlight verified reviews sealed the deal.
With Trustpilot integrated into its CMS, insurance.com.au showcases reviews on its homepage and across its website. Reviews also feature heavily in its Zoho email campaigns and policy management system, triggering a relevant Trustpilot review whenever it sends a policy document to a client, providing extra reassurance at a critical touchpoint in the customer lifecycle.
To get a competitive edge in the industry and support their own marketing claims, they also collect and display reviews at three other key moments in the journey:
-
When new clients convert, to prove that other individuals/businesses have seen value in their offering and proposition.
-
When existing clients renew. It's important to prove that other individual businesses have had a good experience and stayed loyal over time.
-
When a claim is filed. They need to prove the true value of their insurance offering — their ability to manage.
Reviews helped insurance.com.au achieve seamless rebrand
insurance.com.au set a goal for the first 12 months of its rebrand to successfully transition its existing client base to the new digital platform and have the success backed up by Trustpilot reviews.
The reviews detailed a smooth transition and a positive client experience, supported by a helpful customer service team. By surfacing relevant reviews from clients who had already made a successful transition, insurance.com.au achieved its goal.
“Our business is based primarily on partnerships and relationships, so missing out on the social proof Trustpilot affords us would be a huge loss. It’s one thing for us to say how great we are, and another to point to the tens of thousands of clients that think we’re great," says Avner Kooperman, CMO at insurance.com.au
Turning reviews into results
By observing these sentiments and insights from Trustpilot’s competitor benchmarking tool, they can easily see what’s working and what's not. This helps them better serve their customers. Moreover, they can easily demonstrate their TrustScore and customer appreciation to prospects in social media campaigns and sales discussions, fostering greater trust and confidence in their offering.
They even use their TrustScore internally as a KPI for overall business and brand performance. And the negative reviews are just as valuable, providing an opportunity for insurance.com.au to respond publicly and make the situation right.
“Trustpilot gives happy customers a place to share their experiences, and for us to respond to the customers who might not have had such a good experiewnce. Without it, we’d have to handle customer support on less controllable channels like social media comments and unverified reviews.” -Avner Kooperman, CMO at insurance.com.au