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Santam transforms social customer service with BrandsEye Engage

South Africa’s largest short-term insurer optimises digital response strategy

The growing preference for customer service on social media channels meant that Santam, South Africa’s largest short-term insurer, could not afford to rely on traditional community management tools to serve customers at scale. The insurer required a tool that ensured it would not miss out on existing and prospective clients looking for service on social media.

BrandsEye’s social customer service platform, Engage, optimises workflow and identifies the priority posts that require an urgent response, routing these to the right agent in the team. This prioritised workflow saves agent time and ensures priority conversation does not go unanswered.

After just one month of using BrandsEye’s Engage platform:

  • Santam improved its speed and rate of response to all priority conversation tickets
  • The average time it took to respond to customers priority conversation was reduced by 5.5 hours
  • The rate of response to priority mentions improved by 21.9 points

santam response rate priority The above charts compare Santam’s response rate and average response time to priority queries between December 2019 and January 2020

BrandsEye’s Engage platform has allowed us to significantly improve our social customer capabilities. Our agents no longer spend time identifying which mentions, amongst all the noise on social media, they should respond to first. Instead, they can focus on responding to the most important and high-risk mentions. As a result, Santam is responding faster, to all customers requiring service and identifying far more acquisition and win-back opportunities for the business.”

Marguerite De Villiers, Project Co-ordinator

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