WUA
Achieving Digital Excellence through Customer Experience Benchmarking

Since 1999 WUA-founders and entrepreneurs Henk and Klaas Kroezen are active in the insurance industry. For the last two decades their main question is “Why is only 98 to 99 percent of the visitors buying on a website?” And, accordingly: Do we have the right sources to explain why we are losing potential customers? Where do we have to put priority today to win the customer tomorrow? Is Google Analytics really giving us all the information we need?

With these questions as a starting point, the brothers founded WUA in 2008 and came up with a research method and model that is available for insurance companies all across the globe. The foundation of WUA lies in the urgent need to compare your website with the competition to gain a better perspective on your position in the market.

WUA started benchmarking the digital customer insurance journey by asking at least 400 participants to search for example for a car insurance for one hour. Where do consumers in your market prefer to go when in search of that car insurance, orienting themselves on their desktop and smartphone? Which website do they choose? What are their experiences on each website?

In WUA’s first main product Digital Sales Benchmark, it maps out the full customer journey and lets consumers rate their website experience on 32 elements. To win customers online, it’s not only about the usability of the website. It’s about the total brand experience, the product offer, USP’s and pricing, and the website look & feel, combined.

WUA developed interactive (MS PowerBi) dashboarding for sales and service customer journeys to present the data which makes it easy to set priorities for your teams on where to improve.

To win customers online, it’s not only about the usability of the website. It’s about the total brand experience, the product offer, USP’s and pricing, and the website look & feel, combined

The dashboards offer a detailed perspective on how customers engage and experience your website against competitors in the market. Included in the dashboard, the company offers data analytics using advanced AI tools to provide actionable intelligence on where and how to improve to grow market share.

The power of the Digital Sales Benchmark does not only come forward in your score against the competition. Real benefits are the best practices you’ll get from all over the world, also outside the insurance industry. In this way you can leapfrog your improvements. WUA is benchmarking the insurance market in 21 countries now, working for companies like ING, Achmea and Allianz Direct.

The second main product WUA offers is the Digital Service Benchmark. Just like the Digital Sales Benchmark, it’s also available via interactive dashboarding. It renders insights on digital service journeys of customers across multiple devices and environments such as desktop, smartphone, and app. The data analytics of the Digital Service Benchmark indicates progress on existing service KPIs such as CES, NES, NPS, customer loyalty, and channel preference. Increasing digital service level quality decreases call volumes and increases NPS. Working with the Digital Service Benchmark and the dashboard, Dutch healthcare insurer VGZ (3 million customers) decreased the amount of calls with 30 percent in two years.

WUA believes insurance companies who are determined to achieve Digital Excellence (for instance: continually increase online sales, grow market share and raise digital service levels) decide on board-level they want to rank number one in our Digital Sales and Digital Service Benchmark studies.

By structurally measuring and benchmarking at least twice a year a customer journey like car insurance or home insurance, this board-level decision creates the right insights, direction, and energy for your teams to keep winning and achieve Digital Excellence.