Share of Wallet: Best Practice in Cross-selling

Global Reviews has now launched Share of Wallet, a unique data and insights solution that helps your digital and marketing teams to understand the opportunities for a better cross-sell experience for desktop web, mobile web and native app. We’d like to share some information on our methodology with you and show you a few best practice examples.

We conducted research in the banking industry in which we evaluated the current experience and offering of key brands cross-selling within their digital assets and identified best practice in this area across all their products.

With Share of Wallet, we found a solution to:

  • Align/contrast share of wallet performance against the promotion of cross sell opportunities
    • Measure the consumer share of wallet allocation of key brands within banking and insurance industries
    • Audit the implementation of feature and function best practice on digital assets across the same brands
    • Correlate share of wallet performance against the promotion of best practice digital cross-sell strategies
  • Identify best practice in this area across all industries
  • Provide recommendations to improve cross-sell features and functions

Our research shows that there is no correlation between volume of sales a customer has with your company and the volume they have with a competitor. Someone with a current account at one bank, could easily have a home insurance with another bank.

We also can’t focus on absolute satisfaction as a means of understanding share of wallet, for what drives share of wallet, is not what drives the Net Promoter Score (an index that measures the willingness of customers to recommend a company’s products or services to others, used as a proxy for overall customer satisfaction and loyalty to the brand).

Our study on Australian banks shows that the satisfaction rank has no impact on the number of brands customers use.


So, despite high satisfaction with one product, we found that these are the main reasons for customers to choose a brand for another product they’re interested in:

1. They have the best deals/ offers for my needs (48%)
2. They look like they have good customer service and support features (45%)
3. Their products/ offers were easy to understand (43%)

After our extensive research, our recommendations are:

  • Facilitate quote and applications: This must be a function that is prioritised and provides a good user experience within secure areas, as this is where the existing relationship can play a big part in decision making and ease of completion
  • Help me complete the form: If a current customer is getting a quote or applying, within the customer services area or app, their information should be provided and merely confirmed by the customer (name, address, date of birth, email address, income, employer, assets, debts etc.)
  • Help me understand: Use customer data to provide product recommendations, such as the optimal credit card or loan for them
  • Communication: If you are handing the customer off from one channel to another, ensure that the customer is informed but also that their details are passed on
  • Manage applications and quote: Allow visitors to view and manage applications from within the app, updating them on the progress and status of the application form, and promoting if incomplete
  • Contextual offering and solution approaches: Consider information architecture and content approach, promoting other products softly, in areas where ideal prospective customers may be
  • This content should be shown in a solution/ content manner, rather than an advertisement, in order to be viewed as helpful, UNLESS a strong offer or proposition is available
  • Checking out and quoting functionality: Promote the ability to add, combine, upsell options when quoting or checking out – it is important that cross-buy doesn’t have a negative impact on those who wish to only buy one product
  • Recalling customer data: If an existing customer is following the journey on the public site, they should be given the option to complete in the secure area or recall their details via a policy number etc. to reduce effort required

So how are providers helping existing members to buy more products? Some best practice examples:


Global Reviews specialises in helping top brands worldwide convert more of their ideal customers online, through the use of the most advanced research methodologies. To find out more about how we can help you and your digital teams, or if your brand would like to be included in our next round of Share of Wallet research, please contact: 

Hannah-Rose Farrington – Commercial Director
T:         +44 (0) 203725 8260
M:        +353 (87) 1263043

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How one Health Insurer took away the inherited customers of a competitor

Imagine you are looking for new private health insurance and start researching your options to find the best provider. You’re going to do some research across the internet, define a shortlist of insurance companies to eventually select the one that best meets your needs. Did you ever wonder what aspects of a website make your research either pleasant and quick or frustrating and unsuccessful – and ultimately influence your final choice?

Here at Global Reviews we didn’t just wonder, we found the answers. Our recent in-market study of Irish Health Insurance providers shows each provider has a different approach, and that some companies are much better at keeping prospect clients interested than others.

For example, Irish Life loses up to 71% of potential customers, while at Vhi only 29% of initially interested consumers ended up choosing a competitor. Despite the merger of Aviva and Glo Health into Irish Life Health the new brand is experiencing high lost opportunities rather than the capitalisation of their inheritance as one would have expected. Looking at these numbers, you can already guess who took that market share: Vhi. Let’s take a look at the different approaches.

Comparing the different providers with our unique research programme Fruition, we found out what businesses are doing well according to 200 potential customers and where the opportunities lie. Fruition helps to clarify the data we have gathered, calculating the lost opportunities brands are experiencing and identifying what problems are impacting conversions. Through thorough research, we were able to reveal what the main reasons are for consumers for choosing Health Insurance.

Health1Our study found that, after brand relationship, how products are promoted is key to deciding a final provider. The top 3 reasons for choosing a brand as a final preference are:

  • Good policy options (37%)
  • Best policies/ offers for my needs (36%)
  • I have used them before (35%)

Besides that, information that is easy to understand is the most important web element for health insurance sites. Vhi make it easier than other providers for consumers to find and understand their options. When it comes to web elements, we see Vhi scores above the average. Respondents said they chose their final preference because:

  • plans were easy to understand (average: 26%/ Vhi: 30%)
  • website is easy to understand and use (average: 23%/ Vhi: 24%)
  • easy to find rates and charges (average: 15%, Vhi 17%)

So how do they do it?

Vhi manage to identify a customer’s needs when providing a quote. They offer a quote tool that determines one’s needs and matches a plan to suit the person best. The tool asks about the type of cover, age and important requirements such as physiotherapy, preferred hospital cover and type of rooms. Rather than having to guess what might be included in a particular level of cover, visitors are provided with this information. Consumers who preferred Vhi also found it easier to compare different types of cover when matching their needs.


CES (Customer Effect Scores): How much effort did this website make you put in to complete the task required? (The closer to 0 the better) JTE (Judging The Experience): This website makes it easy to help me research options and decide to purchase health insurance with this provider (the higher the score the better)

It is evident that consumers find it easy to match a product to their needs through comparison tables. However, not every comparison table is necessarily great. There has to be specific information, features and functions available to make the comparison table a good one. Learned from best practice there is knowledge available to which of these features and functions are essential when implementing a comparison table to the customer journey:

  1. Make it easy to find. Consumers will search for a product comparison on your website, ranking ‘making the comparison page easy to find’ as one of the top 10 most important elements when looking for a product or service.
  2. Make it easy to read without leaving out important information. Information which is hard to read and understand can be a big reason for consumers to end their journey on your website. Therefore, answering all the possible questions that consumers may ask is important to keep visitors on your website.
  3. Have specific details and functions available. Let consumers know what the product/service can be used for, who is eligible, what they will get from the product/service
  4. Make the table simple and easy to understand. In the table, price points should be displayed along with content to clearly explain that the price is an estimate only where applicable. This demonstrates transparency which in turn helps gaining the trust of the customer.

To find out more about our Health Insurance study or how Fruition could help your business, contact our Commercial Director Hannah-Rose Farrington.

Global Reviews specialises in helping top brands worldwide convert more of their ideal customers online, through the use of the most advanced research methodologies. To find out more about how we can help you and your digital teams, or if your brand would like to be included in our next round of FRUITION research, please contact: 

Hannah-Rose Farrington – Commercial Director
T:         +44 (0) 203725 8260
M:        +353 (87) 1263043



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Find out why Irish Health Insurers lose on average 62% of prospect customers

Global Reviews discovered that various Health Insurance providers in Ireland are seriously struggling to win clients, with some losing 71% or even up to 83% of prospect customers (Irish Life, Aviva). But the differences we found between brands in our recent in-market study of Health Insurance providers in Ireland are huge: Ireland’s most popular health insurer only loses 29% of potential customers (Vhi). Though significantly lower, this loss should not be ignored, considering these 29% lost clients all had Vhi as their initial preference, but chose another insurer after comparing plans of competitors.

As it gets easier and faster for consumers to compare and shop around for their health care needs, health insurers need to step up their game and make sure their prospect clients aren’t lured away by a competitor.

Comparing the different providers with our unique research programme Fruition, we found out what businesses do well according to 200 potential customers and where the opportunities lie. We discovered what can be done to win these initially interested customers over.

lost opportunitiesFruition helps to make all the data we collected more understandable, calculates lost opportunities and shows what impacts conversion. Through thorough research, we were able to reveal what the main reasons are for consumers in deciding which Health Insurance to go with.

On average, the main drivers consumers based their final preferences on, are:

40% Reputable brand
35% Plans are easy to understand
32% Website is easy to understand and use

We noticed another trend that impacts customer conversion as well: the increasing popularity of particular third party websites, which allows consumers to compare plans of all the different brands. 38% of the participants surveyed between January and March this year, found information through these sites, which is 8% more than in June 2015.

With Aviva Health Insurance and Glo Health being sold to Irish Life, another recent development showed up in our data, as many customers who would have preferred Aviva or Glo, became prospect clients for other health insurance companies.

We will share our unique market-specific insights on best practice in conversion optimisation for Health Insurance during our webinar on Wednesday 29 March at 10 am GMT.

Sign up to our webinar and find out:

– What are the lost opportunities for Health Insurance providers
– What drives customers to choose a Health Insurance brand
– Which provider was a customers’ favourite after Aviva’s and Glo’s exit from the market place

Global Reviews specialises in helping top brands worldwide convert more of their ideal customers online, through the use of the most advanced research methodologies. To find out more about how we can help you and your digital teams, or if your brand would like to be included in our next round of FRUITION research, please contact: 

Hannah-Rose Farrington – Commercial Director
T:         +44 (0) 203725 8260
M:        +353 (87) 1263043


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How well do health insurers encourage online application?

apply online

Recent research conducted by Global Reviews shows that the Australian health insurance industry is failing to provide consumers with a reason to apply for a policy with them online.

The majority of people who are researching health insurance online, also wish to purchase the policy online, however, there are 3 key elements missing from most websites that encourage consumers to purchase online whilst providing them with security and privacy. These elements are:

  1. Poor new/existing customer handling
  2. No promotion of the benefits of purchasing online
  3. Security and privacy features and functions being neglected

There are numerous opportunities within the application form stage that many health insurance providers are missing out on. By enhancing the process, brands can come to deliver an optimal online experience that not only helps the consumer feel secure, but also gives them a reason to recommend the brand and site to others.

During the most recent research, AHM was the only brand actively promoting the online channel for application by providing an incentive. At the time of writing this piece, AHM was offering savings up to $200 for taking out a policy online. This simple offer gives consumers a strong incentive to purchase a policy online prior to the offer expiring.

ahm Health Insurance Cheap private health insurance

Whilst incentives are one good way to encourage online application, they are not necessary. Other methods can be used to encourage consumers to begin the application form online such as highlighting key benefits and conveniences including:

  • Ability to apply any day, any time
  • Complete the form in your own time
  • Faster applying than other ways – no wait time

Another key element in this phase is in managing expectations by addressing the following common questions:

  • How long will it take to complete the form?
  • What information will I need to provide?
  • Will the company respond to my application and how?
  • Are there any terms or conditions I should be aware of?
  • Will my information be kept secure?

Surprisingly, most health insurance websites are failing to answer these questions prior to consumers beginning the application. It’s not until they’ve already begun the process that some of these questions start to get answered.

Although there are still a few questions that go unanswered, GMHBA is currently one of the few who answers any of these questions at the quote stage. Prior to clicking through from the quote to the application form, consumers are told how long the process will take and what details they’ll be required to supply. If the consumer doesn’t have 5 minutes or their Medicare and bank cards on hand, they’re given the option to email the quote to themselves so that they can complete the application form at a later stage. This lessens the risk of losing the consumer to someone else if they’re not able to apply right away.

GMHBA Private Health Insurance

Meanwhile, within the application form itself, it is more common to see brands addressing these questions. BUPA is a good example of a brand that helps set some expectations within the form as well as providing support options and demonstrating a sense of security.

  • At the top of the form is the Norton security symbol to give consumers a sense that their information will be kept secure and it is safe to complete the form.
  • Alongside the symbol is an outline of the stages of the form. Whilst an estimated time for completion is not provided, consumers can still easily see how far along the process they are.
  • Below the cost is a box which outlines what information is required to complete the form.
  • Finally, contact details are provided in case the consumer requires further assistance. This includes call centre operation times to advise consumers when they can call.

PHI BupaBy answering some of the key questions listed above both prior and during the online application process, it will help to give consumers a reason to not only trust the brand, but also confidently complete the application online. Both of these reasons can go a long way when it comes to building a relationship with the consumer. Once a consumer is happy and confident with a brand, they will be less likely to go elsewhere and more likely to recommend that brand to others.

To find out more about this research or to ensure your brand is included in our next round of research, contact us today:
Tony Carveth
Senior Commercial Director
+61 3 9982 3400

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Traditional health insurance brands offer a stronger online customer experience than digital disruptors

“Based on this [health insurance] website – I think I would give up before finding what I was looking for.” – research participant

The above quote was captured in 2015 when Global Reviews interviewed over 1700 ‘in market’ health insurance consumers – that being consumers actively in the market for buying health insurance within the next 90 days at the time of the research – as part of their health insurance programme, resulting in a very specific, active and robust sample for the purposes of this research.

Concentrating specifically on the desktop journey, the performance of 17 health insurance brands across 3 different countries; Ireland, UK and Australia were benchmarked. These brands were segmented into disruptor, agile and traditional brands – see infographic below for definitions.

So which type of brand within the market segments outlined best meets customer needs along the customer journey? Within the ‘Consider’ and ‘Act’ phases of our Digital Sales Effectiveness benchmark, we looked at each stage of the online customer journey for the brands within each segment. The topline results are displayed in the infographic.

  • When it comes to first impressions on a homepage, ‘Traditional’ brands had the most stable score across all areas of the radar chart, mostly outperforming agile and disruptor brands
  • Disruptor brands were found not to be doing well in terms of trust
  • Clear gap for ‘agiles’ in relation to “I would be likely to use this website” on the first impression of the website

It is clear from our research that trust needs to be built, in particular at the application form stage for the ‘disruptor’ brands with security and privacy not being communicated well at the application form stage.

It appears that while disruptor brands are potentially doing well to shake up the market, their website experiences are perhaps a bit too formulaic and are trying too hard to be different and advanced.

“It appears all marketing hype almost to the point of being bogus. At no time did I feel that the [health insurance] website was providing ‘me’ with a service. It was more focused on boxing me into its fixed formatted process.” – research participant

“The experience with the sample website was not ideal, although quite typical of modern websites.” – research participant

As a result, agile and traditional brands are generally providing a stronger online customer experience – although they each hold their own sets of weak spots that could do with some improvement.

What is the right balance for evolving without losing touch with the traditional aspects that bring a sense of trust with it? Contact us to find out where your website fits and how you can strike that balance in order to deliver the best online experience for your customers.

Health Insurance

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Usability of health insurance websites drop (so does the desire to use them)

Health Insurance

Author: Suzy Coulson

The health insurance landscape is set to change with the privatisation of Medibank Private. We won’t necessarily see the effects immediately, but it will undoubtedly impact the industry and the general public who use it. While Medibank Private has been supported and protected by the government, this will soon change, which will throw Medibank Private into a new realm of market competition.

Before any changes do come into play, Global Reviews ran a Digital Marketing Effectiveness study to capture the ways in which consumers are currently researching and selecting a health insurance provider. Between November 2013 and November 2014, there have been some notable changes with a drop in brand preferences as well as a shift in the reasons why consumers are considering brands.

Across the top 10 brands for health insurance, only three brands saw an increase in the number of prospective customers putting them on their consideration shortlist, with a combined increase of 12%. This increase doesn’t make up for the combined 41% decrease of the seven other top 10 brands. Of the three brands who had increases, Medibank Private had the biggest lift with 5%. They were followed by GMHBA who increased by 4% and Bupa with 3%. Heading the other way, Australian Unity and HCF suffered the biggest losses, both with a 9% drop, followed by HBF and NIB with a 7% drop.

Along with a drop in brands getting shortlisted, there’s also been a drop across some of the key reasons why brands were selected to be on a shortlist. Previously, the following reasons for shortlisting a brand ranked quite high:

  • The website helped me compare options
  • They gave me plenty of options to choose from
  • Their products/offers were easy to understand
  • Their website helped me find products/services quickly

In this latest study, however, all the above reasons dropped by an average of 9%. Meanwhile, selecting a website that is visually appealing and/or looks easy to use was chosen by consumers on an average increase of 5% from the previous study. So whilst health insurance websites may look better than they did 12 months ago, their usability appears to have suffered because of it.

The Global Reviews Sales Effectiveness benchmark study shows that website functionality has indeed dropped for the health insurance industry. Either that, or consumer expectations have increased. At the same time, the desire to use the websites has also dropped. In 2013 when the benchmark industry average was 51%, 48% of consumers were stating they would want to research policy options, get a quote and purchase the insurance online. Now, in 2014, the benchmark industry average has dropped to 49% and the number of consumers wanting to complete the research through to purchase process online has also dropped, now at 35%. Consequently, as website usability drops, so too does the desire to use it; to the point where having the ability to apply online has dropped from an importance rating of 8.2/10 down to 7.9/10. Considering 17% of consumers would leave a website and look for another provider if they encountered problems, it’s vital to ensure website usability doesn’t continue to drop.

As the dynamic of the health insurance industry faces change with the government letting go of control of one of Australia’s biggest health insurance providers, it marks a vital time for providers to reassess their offerings and the channels in which they deliver that offer. Consumers currently aren’t considering as many providers as they were previously, and research is showing that lacking website usability is contributing to this. Nobody can predict how the industry will be impacted by the privatisation of Medibank Private, so if brands want to secure a leading position in this changing market, then they need to take a look at their websites as this is one variable than they can control.

For information about our upcoming research please contact:

Jane Robertson
Commercial Director
T: +61 3 9982 3417
M: +61 400 560 652

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Health insurance digital experience not meeting prospective customers’ needs

In October we will be carrying out the next wave of studies from our Australian Health Insurance research programme. Previous research revealed the following top elements that prospective customers are wanting on a website when researching health insurance:


Health Insurance

This same research also assessed how easily these prospective customers could locate and understand the health insurance product range across the nine websites that were benchmarked. Across the industry, the effectiveness of being able to do this averaged 38%, with only two brands showing a semi-reasonable performance.


Effectiveness of locating product range
Which rating below relates to your site?

Considering 18% of prospective customers will leave a website if they encounted problems, you can’t risk falling below the line when there are brands who are already delivering.

Contact us to find out how your website rates and to ensure that your brand is included in this next wave of studies.

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Is the UK Health Insurance Industry showing signs of being Digitally Deficient?

UK Health Insurance Digital Sales Effectiveness study Q1 2014
Organisations included in the study:
Aviva, AXA PPP, BUPA, PruHealth, Saga & Simplyhealth

A bit under the weather
The findings of our Digital Sales Effectiveness (DSE) study into the UK Health Insurance market have just been published and seems like the health insurance industry has a bit of a digital cold.
Just one UK provider, BUPA, is meeting the needs of their customers on line.
All others are failing their digital customers.
In fact as 49% is the industry average, all Health insurers need a good dose of Vitamin D(igital).

Are we qualified to make this diagnosis?

From our 14 years of experience of collecting and analysing data on over 35,000 consumer interactions and over 500 companies each year, we know that a Digital Sales Effectiveness score of less than 55 means that a company is failing the customer.

We are better than anyone else at helping companies measure, track and optimise their online and mobile sales effectiveness at a tactical and ecommerce level.

    • We deliver actionable insights
    • Our results are based on evidence and cannot lie
    • We take subjectivity out of your decision making

Snap 2014-04-03 at 09.26.04

What else does the study reveal?

  1. Good Customer Experience trumps price as a winning factor in the ‘Consider’ phase. Despite one of the main Health Insurances companies being more expensive than the majority of its competitors it continues to win the largest market share
  2. The voice of customer, evidence and actionable insights from our DSE study shows how one of the Health Insurance meets the needs of customers better than all the others through initial engagement and how they build trust on their website
  3. The weakest point in the digital customer experience across UK Health Insurers was helping customers to evaluate and choose the various options. The industry average score was 37%, with one company score as little as 22% However the industry average score in helping customers to compare product options was only 28%, but surprisingly some providers scored 0% as they do not help customers at all in this area
  4. We know how effectively each of the UK Health Insurers engage customers and help them match a product to service to meet their needs, and how easy it is to apply online. To register your interest for our free webinar on this study or to receive our free white paper, please contact us.



Industry Average UK Health Insurance Providers Customer journey

Industry Average UK Health Insurance Providers Customer journey

Five things our Digital Sales Effectiveness programmes can tell you:

  1. How to optimise your online customer journey and increase sales
    The data and insights from our industry programmes have a direct, measurable and positive impact on online sales conversions and customer loyalty
  2. Your digital sales effectiveness score
    We measure and score the sales effectiveness of your website based on “in market consumers’ ” evidence, behavioural studies and audits overlaid with our industry best practice audit. A 4 dimensional approach that cannot lie
  3. What to do with the data
    Best practice recommendations from our experienced Client Advisory team are evidence based (rather than opinion) and a direct result of running the largest syndicated programme of studies internationally
  4. The problems almost all customers encounter on your website
    We identify the difficulties 95% of prospective customers experience on your (and your competitors’) sites
  5. How you compare to your competitors
    We give you the granular degree of insight that shows you and your competitors at each stage of the online journey


To arrange a call back or meeting to discuss this study in more detail, and find out more about the full scope of the research as well as the actionable insights Global Reviews deliver please contact us.

To register your interest for our free webinar on this study or to receive our free white paper, please contact us.


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Aggregators secure 20% of private health insurance telephone sales

The appeal of comparison companies shows no sign of abating with customers appreciating the ease and convenience in which they can obtain private health insurance.

The Australian Private Health Insurance (PHI) industry is as competitive as ever with funds going head-to-head with the very comparison companies that are often enlisted to promote their policies. A recent report by Global Reviews looked at the contact centre sales effectiveness of standalone funds versus their aggregator counterparts.

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Top health insurance brands back up awareness with effective web delivery

The four companies which led the list for highest brand recall in a recent study into the marketing effectiveness of health insurance providers were still in the top four by the time consumers reached the stage of shortlisting for further consideration, albeit the ranking changed.

Consumers were asked if they could identify (unprompted) companies that provided health insurance services. Out of over 45 named, Medibank Private was the top provider in terms of brand recall having been included in 88% of responses, followed by Bupa (67%), NIB (46%) and HCF (34%).

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