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.
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.
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:
Proactively anticipate customer intent to cancel
Automate tailored solutions and offers
Significantly improve service quality and perception
Boost operational efficiency without expanding headcount
Technology was at the core of the initiative, including:
Speech and Text Analytics: Early detection of cancellation reasons
Predictive Models: Proactive identification of high-risk accounts
Omnichannel Automation: AI-driven outreach via WhatsApp, SMS, and automated calls
Real-Time Dashboard: Continuous monitoring and rapid adjustments
Emotional and Technical Training: Specialized upskilling of staff to improve retention effectiveness
With over 60,000 monthly contacts, the initiative delivered:
+91% increase in customer retention
+40% growth in cross-sell revenue
+36% profitability increase
-6% in customer satisfaction (CSAT)
-8% in average handling time (AHT)
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.