Towergate Insurance Marine
Competitor Analysis: Marketing and Customer Experience
Towergate Marine is the specialist boat division of Towergate Insurance, the leading independent insurance broker in the UK. Towergate asked Fivespoons to review its approach to boat insurance, encompassing the whole of the customer journey, from acquisition and awareness, through to retention. The brief was to ultimately help Towergate Marine increase their acquisition, on- and off-line conversion and income.
We began by evaluating the current approach to marketing, including their web site, the online search landscape for both organic and paid search, and traditional press advertisements. We also reviewed and evaluated several Towergate customer telephone conversations to see if these could be improved upon.
Towergate and Fivespoons then identified their four main competitors in the boat insurance sector. We looked at their approach to marketing, from their web site, to how they acquire their customers, and how they handled their customer conversations on the phone. Finally, we looked at pricing across the sector.
Fivespoons produced a detailed report on their findings and an action list for Towergate to take forward and implement the recommended changes.
Paul Atkin, Head of Sales at Towergate Marine, was pleased with the outputs: “As one of the UK’s leading insurance intermediaries, we are continually focused on ensuring our customers have the best possible experience with us at every stage. We’ve enjoyed working with Fivespoons. They had a sensible and pragmatic approach to our challenge and have helped us construct a meaningful plan of action to improve on what we already do. We feel we are now equipped with the knowledge we need to enhance our proposition to customers further which is exactly what we set out to do. I’d have no hesitation in recommending them.”
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