• silicon.com
• Management
• CIO Insights

By Julian Goldsmith, 28 July 2008 10:00

NEWS

The insurance distribution arm of vehicle maintenance chain Kwik Fit has implemented website tracking software from Tealeaf to help it improve sales conversions on its site - and identify potentially fraudulent applications.

Kwik Fit Insurance acts as an intermediary for 27 insurance companies offering car, household, travel, pet, van and motorcycle insurance, and breakdown recovery, over aggregation sites such as moneysupermarket.com. It is now using Tealeaf's software to collect a record of nine million customer sessions per month in order to help improve the online experience of visitors to its website.

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The software can be used to drill down into any customer session, view the pages they visited and the data they entered to verify insurance claims and pinpoint fraudulent claimants. Every visit is time stamped and is fully re-playable to allow for easy reference and reporting.

According to Kwik Fit Insurance online operations and planning manager Annie McRae, the companies online business is growing at such a rate that it needed sophisticated monitoring systems to keep competitive.

She told silicon.com: "The system gives us complete visibility on customer behaviour on the site. It means we can see everything the customer saw."

McRae pointed out this visibility can also be used to identify potentially fraudulent activity if a customer went through a quotation process and then went back to change a particular risk factor. Previously, the only information the company would have had would be the data going through to the back office at the point of purchase.

No value was put on the project but McRae believes the improvements she has made to customer experience on the site since the software was installed in March has already provided a return on that investment.