A leading insurance company implemented an innovative tech-driven strategy, in partnership with Pentafon, focused on retaining customers during the critical policy renewal phase.
Using artificial intelligence (AI), Speech Analytics, and predictive models, the company achieved a 91% increase in effective retention and a 40% boost in revenue through a cross-selling strategy. Due to its measurable impact, this initiative received the 2025 CX Forum National CX & EX Award for Best Sales Strategy.
Retention as a Strategic Lever in Insurance
Retaining an existing customer can be up to five times more profitable than acquiring a new one. However, the insurance industry often struggles with fragmented, poorly timed, and impersonal retention processes. This insurer succeeded in transforming retention into a proactive, integrated, and tech-powered strategy.
Technology to Anticipate and Prevent Churn
The partnership delivered an automated omnichannel model capable of anticipating customer churn and delivering personalized solutions in a timely and non-intrusive manner.
Strategic Objectives Achieved:
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Proactively anticipate customer intent to cancel
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Automate tailored solutions and offers
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Significantly improve service quality and perception
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Boost operational efficiency without expanding headcount
Key Components of the Strategy
Technology was at the core of the initiative, including:
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Speech and Text Analytics: Early detection of cancellation reasons
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Predictive Models: Proactive identification of high-risk accounts
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Omnichannel Automation: AI-driven outreach via WhatsApp, SMS, and automated calls
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Real-Time Dashboard: Continuous monitoring and rapid adjustments
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Emotional and Technical Training: Specialized upskilling of staff to improve retention effectiveness
Proven and Noteworthy Results
With over 60,000 monthly contacts, the initiative delivered:
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+91% increase in customer retention
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+40% growth in cross-sell revenue
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+36% profitability increase
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-6% in customer satisfaction (CSAT)
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-8% in average handling time (AHT)
A Cross-Functional and Preventive Strategy
Effective retention should not be seen merely as a last-ditch effort to stop churn but as a proactive, data-driven, and company-wide approach. As Antonio Fajer, CEO of Pentafon, puts it:
“The only way to ensure customers stay is to anticipate the reasons they might leave—before they do.”
This holistic approach was honored with the 2025 CX Forum National CX & EX Award for transforming the customer experience and delivering tangible value.