Admiral x Contentsquare
How Admiral uses Contentsquare to optimize its digital quality assurance process
The company
Founded in 1993, Admiral is an international financial services group with customers in France, Italy, Spain, the UK and the US. The business has transitioned from relying on traditional sales channels like call centers to a digital-first approach. Today, 75-80% of Admiral’s sales are through digital channels.
Helen Kinch, Head of Product and Damian Squire, Senior Product Owner for Admiral’s Proposition and Acquisition team, manage product backlog prioritization and the optimization of customer touchpoints across the website. The team works closely with the Quality Assurance (QA) team to gather customer feedback for optimizations.
“The business has evolved as the world has, but one thing that remains consistent is our customer-centric approach to problem-solving. We've just got technology to help us now,” says Damian.
The challenge
The Proposition and Acquisition team needed a way to proactively ensure they were delivering the right service to customers online. “We wanted to make sure that our digital customers were getting as good—if not better—service online as they would on the phone,” says Helen.
Admiral continuously monitors calls for quality assurance at its call centers and wanted to do the same online. “It seemed like a natural evolution to move QA monitoring to our digital channels as well,” says Helen. This is a key component in their customer-first digital strategy and vital to remaining compliant with the industry’s consumer protection laws.
To ensure the quality of its digital services, Admiral turned to Contentsquare’s Digital Experience Analytics platform.
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The Contentsquare platform is so intuitive; new users can get going straight away, which means as our QA team evolves and changes, we can easily and quickly bring new users."
Helen Kinch
Head of Product for Proposition and Acquisition
The solution
The Admiral’s QA team started monitoring customer interactions on their website using Contentsquare’s Session Replay module.
Prior to this, the team had used a different session recording tool but found it lacked functionality and scalability. With Contentsquare, they’re now able to monitor 1000-1500 sessions monthly, allocating each with an outcome score.
This scoring system determines whether an issue is escalated to the Proposition and Acquisition team for further analysis and optimization. “If the QA team identifies a session that gets a low score, we'll get immediate feedback so we can react as quickly as possible,” says Helen.
“We work in a two-week sprint cycle, which helps us update our website and make sure that relevant changes are done and there's no customer detriment.”
Improving digital journeys with Session Replay
While monitoring sessions in Session Replay, the QA team noticed that many users were getting stuck in the address section of their quote journey. The section was split across the journey: Users were first asked to submit their postcode and then provide their full address later on.
Digging deeper using Contentsquare’s Customer Journey Analysis, Damian found that 69% of users saw a postcode error message at the end of their journey, meaning they had to go back to correct the issue. While this error didn’t completely stop their journey, it was causing friction for the majority of users.
This insight led the team to prioritize and fix the issue, which has decreased the number of users seeing the error message by -95% ( from 69% down to 3.5%). “With feedback from the QA team and further analysis in Contentsquare, we were able to figure out what was causing the error message and quickly fix it,” shares Damian.
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With Session Replay, we can see that our customers are getting the products and services they want and need."
Damien Squire
Senior Product Owner for Product and Acquisition
Before Contentsquare, issues were only identified after a customer filed a complaint. Now, Helen’s team can proactively optimize their customer journeys and efficiently monitor new product releases. As a result, complaint numbers have gone down significantly.
“Contentsquare has helped us be more proactive. We’re able to identify issues before customers are even impacted by it,” says Helen.
The results
Thanks to Contentsquare and Admiral’s new digital quality monitoring process, the QA analysis outcome score has gone up by 15% from 85% percent to 98%. This means the majority of Admiral’s customers are leaving their website satisfied and delighted.
“We’re now confident that our customers get exactly what they buy because we've got this process set up,” says Helen.
What's next
Admiral has yet to uncover all of the opportunities Contentsquare has to offer. “We're working hard to make sure we're capitalizing on everything in the platform,” shares Helen.
In the future, the team plans to dedicate a person full-time for continuous optimization, using the Contentsquare platform to understand digital product journeys better and to set up specific outcome and consumer duty reports.
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The Contentsquare success team has always been happy to help us and has worked tirelessly to make sure we get what we need from the platform—and it’s not gone unnoticed."
Damian Squire
Senior Product Owner for Product and Acquisition
