Kwik Fit aims to show you can get better on the web

Kwik Fit wants to know why web customers don't buy

Kwik Fit Insurance (KFI) will roll out customer experience management (CEM) software to its home insurance web sites this month.

The company previously adopted Tealeaf’s CEM for its motor insurance sites and experienced a return on investment within four months.

The system gives Kwit Fit visibility on problems customers experience on the site. As a result, it has experienced a reduction in site defects of 82 per cent in a year. Conversion rates - the rate of users adopting a product - have increased by 40 per cent since the product was installed.

The Tealeaf software increases conversions and helps combat fraud by monitoring a customer’s experience. It does this via playback technology that creates a page-by-page, brower-level recording of the session.

The system can thereby identify root causes of visitor drop-off rates and quantify the business impact – such as how many customers were affected or how much revenue was lost.

Once a problem has been resolved, the system will flag up any similar problems to the development team, enabling a quick resolution.

“The solution has given us a better insight into a failed customer journey,” said Annie McRae, online operations and planning manager at Kwik Fit.

“The old system did not allow us to replay a customer’s experience, but Tealeaf means we can take partial information from a customer experience and work out exactly what went wrong.”

Some 80 per cent of KFI new car insurance business comes from the web site, so it is critical for the company that online conversion remains high.

Research by Harris Interactive in August 2008 suggested that nine in 10 visitors to UK insurance web sites experience a problem, with 49 per cent taking their business to a competitor as a result.

Other insurance companies that use the system include Liverpool Victoria, and aggregators such as Confused.com and Compare.com are believed to be also considering the software.

Tealeaf replaces a web analytics product that was able to say when and where a user had experienced problems but was not able to give insight into why customers were dropping off the site.