“The financial services group has reported a 54 per cent rise in call-to-lead conversions after implementing a new data strategy.”
Legal & General (L&G), a UK financial services provider with 12.8 million customers, has integrated Tealium’s Customer Data Platform (CDP) with Snowflake’s AI Data Cloud. The company, which has a portfolio covering life insurance and pensions, has moved to modernise its digital strategy to provide more personalised support across its channels.
The integration uses Tealium and Snowflake’s Snowpipe Streaming API to help L&G support customers with application and call centre requests. This is achieved by routing customers to agents who are already aware of their specific issues. The project has resulted in a 54% increase in call-to-lead conversions and a 15% rise in application completions, driven by guidance using zero-party data. Marketing teams have also reported improved return on investment by using a proprietary lifetime value model to optimise spending.
“Through Snowflake’s… platform combined with Tealium’s CDP, we are helping centralise data so that everyone in L&G who requires data, gets immediate access,” said Rinesh Patel, Global Head of Financial Services at Snowflake.
Internally, L&G has automated the analysis of business experiments, allowing teams to get real-time alerts when tests reach statistical significance, removing the need for manual reviews. Looking forward, the company plans to deploy proprietary chatbot large language models (LLMs).
CRM/CDP Topics Covered in this Article: Product Announcements, Data Unification, First Party Data, Real-Time Data Ingestion, Analytics, Customer Insights, Predictive, Omnichannel Engagement, Hyper Personalization, Verticalization, Financial Services, Insurance, APIs.
Companies and Products Mentioned in this Article: Legal & General (L&G), Tealium, Tealium Customer Data Platform (CDP), Snowflake, Snowflake AI Data Cloud, Snowflake Snowpipe Streaming API
