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
Category
Market research
Use cases
Customer engagement
Market testing
Key benefits
Stakeholder collaboration
Agility
Iteration

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.

Results

15%

increase in broker satisfaction

22%

increase in “helpfulness” rating

98%

Sun Life reps feel marketing materials outshine competitors

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