Allianz: Petplan 'Knowledge' programme

This case study explains how Petplan, the pet insurance company, used a series of used a series of useful emails to reduce customer churn in the UK.

Allianz: Petplan 'Knowledge' programme

Arthur London

How did the campaign make a difference?

Petplan is the UK's largest pet insurer. Their cover is highly comprehensive compared to the sector as a whole but is premium priced to reflect its quality. The company was increasingly under threat from price-led competitors, including well known large retailers and general insurers.

Petplan's CRM programme brought its brand point of difference alive to build loyalty and reduce a high rate of early months churn amongst new policy holders.

The programme achieved exceptional engagement levels far above sector benchmarks, reduced churn, increased long-term value and delivered...

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