Sun Life Financial

How Sun Life Financial engages brokers and employers to uncover insight

15% increase in broker satisfaction

22% increase in “helpfulness” rating

98% Sun Life reps feel marketing materials outshine competitors

overview

Sun Life Financial, a leading provider of employee benefits and stop-loss insurance, engages two insight communities to drive marketing effectiveness and sales in a wide range of insurance products.

Fast Facts

Industry:

Financial Services

Role:

Insights professionals

Use case:

Marketing effectiveness

Business Outcome:

De-risk decisions

Business Challenge

Inspired by the company’s mandate to include customer listening in the business strategy, the marketing team behind Sun Life’s “stop-loss” product, a type of insurance for companies that self-fund their medical plans, wanted to uncover potential enhancements to its promotional materials. The team aimed to communicate the benefits of the product and address common buyer objections. Driving sales meant ensuring that the company’s marketing materials resonated with both brokers and employers.

Solution

To identify areas of improvement, the company engaged Broker Voices, an insight community of 400 brokers, and Employer Voices, a community made up of representatives from companies that purchase insurance products. Community feedback highlighted the challenges brokers faced when selling stop-loss insurance to clients and the information that mattered most to employers. That insight informed refinement to the company’s marketing and thought leadership materials, with over three-quarters of brokers agreeing they would share the information with employers. Broker satisfaction has increased for materials related to stop-loss because of this initiative.

15% increase in broker satisfaction

22% increase in “helpfulness” rating

98% Sun Life reps feel marketing materials outshine competitors

The stop-loss team has made our insight communities part of their strategy for every customer-facing initiative—a huge win for us. The rest of the company is getting on board. By having a platform to engage both brokers and clients, we’re empowering the rest of the company to get the best insight they can.

-Lindsey Colella, Associate Director, Insight Integration, Sun Life Financial

The Broker and Employer Voices communities are an integral part of our yearly strategic planning. We use the insight we have gained throughout the year to help us decide what to focus on next. We are much more confident making decisions because we know what is most valuable to brokers and employers.

-Alexis McHale-Monaco, Director, Stop-loss Product Marketing, Sun Life Financial

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