Lloyds TSB Insurance recently relaunched their www.insurance.co.uk home insurance website designed to make finding and buying a policy easier and more understandable. Lloyds TSB used specialist agency Hawdale Associates Limited to improve the sales process through a better understanding of customer behaviour and psychology.

We wanted to understand how people go about buying insurance ... only then can a sales process be designed that really fits customer needs

Hawdale Associates conducted a research programme that investigated the customers’ real life context as well as behaviours at the user interface. David Hawdale said “We wanted to know how people go about buying insurance, what they think, what they do and who gets involved, only then can a sales process be designed that really fits customers needs.”

Since the relaunch sales have risen significantly and substantially. Stephan Briggs, eBusiness enterprise manager at Lloyds TSB Insurance said “Online insurance is an extremely competitive market, but if we understand the customer better and provide a better online experience, we can get the commercial edge. This is only the beginning, we have much still to learn and do, but it is an excellent start.”