Guy Letts, CEO of CustomerSure
Marmalade Insurance, the specialist in insurance solutions for young, student, learner and young named drivers, has been providing trailblazing insurance products to those aged 17-30 since 2006.
From the outset, the firm’s mission has been to provide affordable car insurance to a demographic that has – for as long as time began – been somewhat neglected by mainstream insurance firms, with extortionate premiums, boundless red tape and a lack of understanding.
Part of the Atlanta Group of insurance brands, which includes Swinton, Marmalade’s approach has picked up recognition and resulted in them being named a finalist in several industry awards, most recently as highly-commended finalists in the UK Customer Service Excellence Awards. This unerring focus on the customer, not only in attracting new ones but really listening to their existing ones, has been a key element of the organisation’s success and growth to date.
Part of this approach is their customer feedback process, which they introduced in 2020, with the help of customer feedback software provider, CustomerSure.
In an industry that can be notoriously difficult to retain customers in, thanks to price comparison sites and other factors, Marmalade Insurance was convinced that its high levels of customer service would be a genuine differentiator and set out to implement a robust feedback system that would utilise the views of customers and drive change across the organisation that not only made their operations function better, but that resulted in an even better customer experience for the end-user.
Feedback is met with enthusiasm and proactivity and the team responsible for delivering the customer feedback programme has been able to drive improvements, rationalise change internally and ultimately, better understand their customer, which is of particular importance to an organisation with such a specific target demographic.
The proof is in the results, with Marmalade Insurance reporting an improvement in customer satisfaction of 16%, going from 75% to 87%, as well as a 7% increase in Net Promoter Score, now sitting at 73 for customers who have purchased online. The firm has also reported improvements in staff sentiment/morale as a direct result of receiving motivating feedback and seeing improvements in customer satisfaction metrics.
Jenny Lakin, Customer Insight Manager, explains:
“We knew that all functions within the business could improve customer experience if they had customer feedback that was accurate and up to date. For the company as a whole, we were looking for strategic benefits – ways in which we could identify and prioritise improvements based on clear evidence.
We were also confident there would be financial rewards for measuring and improving customer satisfaction. We all buy into the correlation between happy customers and valuable customers – who stay longer, buy more and recommend more. It turns out that we were right, and the results have been brilliant.
These benefits are particularly relevant in the insurance industry. Being able to differentiate ourselves by offering the best service gives us an advantage over providers who are competing only on price because the products themselves are often similar.”
Guy Letts, CEO of CustomerSure said:
“We’ve been fortunate to have worked with Marmalade Insurance for over 2 years and it’s been incredible to see how harnessing the power of their existing customer’s feedback has positively impacted the overall business performance. It’s encouraging to see a business in the Insurance sector put so much emphasis on the customer experience and it’s a privilege to help Marmalade to facilitate this process with CustomerSure.
“They’re a great example of a customer feedback process done right”
CustomerSure is a multi-award-winning software company that champions the business benefits of customer feedback. Set up in 2010 by Guy Letts, who previously worked at technology firm, The Sage Group plc.
As Technical Director and Head of Customer Services within the FTSE 100 organisation, Guy was responsible for growing service revenues and leading customer experience improvements, including the Net Promoter strategy. Whilst the culture of the company and the overall feedback were great, the traditional methods for measuring customer satisfaction weren’t making a positive financial impact. Through this, he learned how to unlock the financial benefits of customer satisfaction and this was the inspiration for CustomerSure.
Today, the business is led by Guy, Luke Brown, Chris Stainthorpe and Darren Wake, a team of customer feedback fanatics helping organisations to better understand the tangible benefits that using a tool like CustomerSure can bring to a business’s bottom line.