PetPlan and TAP London

When the change was announced, a cross functional task force was assembled and pivotal to this task force was the insight team and the FastStats system. Petplan’s FastStats system is a wealth of information about their customers, their policies, their claims, their behaviour and their engagement, and it was this rich source of data that gave them the confidence to embrace the change and find a new way to engage with vets and their customers.

The insight team was able to demonstrate to the wider business the different types of customers that were coming through this channel and to use the power of FastStats to describe these customers and the technology assisted the task force in understanding the impact of the regulatory changes. This led to the creation of a comprehensive customer journey which included what time to contact prospects, the channel to use and the volume of communications. These insights also assisted in determining the type of cover to promote, the imagery to use and the level of personalisation that could be supported.

Based on the intelligence that the task team and FastStats have provided, PetPlan was able to understand and assess the impact that changing legislation would have on their business. PetPlan have been able to create detailed customer journeys to deliver relevant, timely marketing campaigns and have used the insights gained to shape their marketing approach. The programme that was developed in line with these insights could be monitored, tweaked, and refined and has proven to be a great success. Thanks to the hard work of the Petplan analysts and their FastStats system, the quality of leads and the conversion rates have significantly improved.