Reason Two

Reason Two

Interactivity can be used to generate enquiries and better CRM.

Brief

• Target a younger target group – enabling a transition from ‘my dad’s insurance company to ‘my insurance company’
• Create an image of a world-class insurance company with global appeal
• Address the unique insurance requirements of stakeholders such as agents (1 million) and policy holders (170 million) through different features and functionalities

Idea

• Speak of life rather than the fear of death
• Navigation made easy, effective IA design: grouping related products together
• Customized greeting messages for policy holders and agents
• Simple and easy to understand policy details – the use of illustrations & graphics
• Information tools to position LIC as a thought leader in the field of Insurance

Result

• Site traffic increased almost 100 – 150 times per day after re-launch.
• Online premium payment transactions increased 3-4 times per day.
• Policy holder and Agent logins increased almost 8-10 times per.

Session

• The site won Webby, Internet’s most valued award.