Savings and investment specialist Standard Life, has recently partnered with Maxymiser, the global leader in unified customer experience optimisation, to make its online channels more customer driven and optimise the customer experience.

With a legacy of almost 200 years of providing financial expertise and with around 6 million customers worldwide, Standard Life recognised that increasing engagement with its customers is vital – and that an optimisation strategy is crucial to this change. To fulfil the vision, it was important to develop an optimisation strategy that could be developed in-house, whilst also augmenting internal skills with the advanced knowledge of a website optimisation provider.

Commenting on the partnership, Mickael Paris, Digital Manager, Standard Life, said: “Although we have previously undertaken some optimisation campaigns, we recognised that we needed a more holistic and agile way of developing our optimisation strategy to identify what really works, and understand why it works in that way. We wanted a tool that would allow us to put real people at the heart of everything we do, basing our decisions on data rather than gut feel.”

With Standard Life’s previous solution provider not being flexible enough for its current needs, Mickael Paris continued, “We needed a solution that we can manage in-house but we also wanted a partner who would be able to offer the expertise required to enable us to conduct a variety of customer focused optimisation campaigns at a high level. When we came across Maxymiser’s VCB, self-service platform it was exactly what we were looking for. We were impressed by the flexibility of the offering and the ability to manage all the campaigns we needed using our internal resource. The fact that this could be augmented with consultancy from Maxymiser’s sector experts when we needed, really presented us with a comprehensive solution.

“For us the decision to begin working with Maxymiser really came when we attended the Customer Success Symposium in March. They demonstrated the VCB platform and it was instantly clear that they are the leaders within the optimisation space. Furthermore, the platform allows us to manage all the campaigns in house with the Maxymiser team on hand if we need them. The campaigns also all appeared to be conducted in a very customer-driven manner, which, given our goals, was extremely exciting for us.”

In terms of Standard Life’s optimisation roadmap, Paris explained that there are a variety of areas on that will be tested first. “Our partnership with Maxymiser is still in the early stages, but we know that our homepage is definitely one of the areas that will be included in the campaigns. Another big benefit of the partnership is the security assurance that they can give us around testing on our customer portal, so we’re delighted that we’ll be able to include this aspect as part of our roadmap also. Personalisation is also in the pipeline for the future, but we want to focus on getting the results from the early campaigns before implementing this.”

The working relationship with Maxymiser has got off to a good start, concluded Paris. “Maxymiser is extremely flexible and experienced and have really helped to guide us in the right direction with our roadmap so far. We’re very confident that the platform is going to meet our expectations and help us to achieve our business goals; everyone at Standard Life is very excited about working with Maxymiser.”

Published on: 9:00AM on 26th November 2014