Success story of Seguros SURA during the sale of SOAP

By law, in many Latin American countries, the purchase of liability insurance is required. In Chile, it has been required since 1990 to purchase “Compulsory Personal Accident Insurance” for vehicles, better known by its acronym SOAP.

In 2012 the Superintendence of Securities and Insurance authorized the contracting by electronic means and since then Seguros SURA, leader in the insurance industry, has been developing different online platforms for quoting and contracting SOAP, which has allowed users to acquire this product quickly and easily.

With the entry of the pandemic in 2020, and the physical restrictions, virtuality became a necessity. The requirements of digital management increased considerably, turning online traffic into a torrent of demands for insurance companies that, in a way, served as an opportunity to develop other communication channels with their customers.

This is why at OneMarketer we took on the challenge of supporting Seguros SURA in this matter.

We implemented a customized native conversational commerce solution on WhatsApp to simplify the process of acquiring mandatory insurance with 3 main features:

1. Once implemented, this solution is 100% automated, i.e., from the start of the campaign and during its development, the insurer can take care only of monitoring the project without the need for intervention.
2. It is highly scalable and can be extended to other specific insurances such as life insurance, health insurance, etc.
3. During the campaign or once it is over, the insurer has at its disposal an important reporting record with valuable information on those who purchased the service, the downloads they made and all kinds of details on the transactions.

With this service the user can, among other things:

• Obtain the policy and pay online in 3 simple steps. We designed a conversational flow model that is friendly, intuitive and from the end user’s point of view. In addition, the process becomes more agile and fluid thanks to the integration with the Seguros SURA al Bot database developed together.
• Keep copies of the policy in WhatsApp for later retrieval of the document. Again the integration through Bot Node to the Seguros SURA API fulfills a role of directly connecting the available information.
• Contacting an online agent of Seguros SURA for problem resolution. The solution not only considers the interaction with an automated Bot, but also has the incorporation of a human agent as part of the options to provide a solution to the user’s needs.

For Seguros SURA this meant an advance in its SOAP sales management processes and also an increase in the NPS (Net Promoter Score), that is, in customer satisfaction and loyalty towards the company of 30%.

To learn more about this and other conversational commerce solutions integrated to WhatsApp Business or other channels, contact us at info@onermarketer.net