This document details a case study on Asurion's Mama Know Best campaign. The purpose of the campaign was to address customer concerns and queries, as well as provide important information, in a light-hearted, friendly way. The objectives were to cut down customer handling time in call centres, and increase customer loyalty and satisfaction

1. Asurion: Mama Knows Best
Case Study
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2. No one reads the terms and conditions.
For anything.
Ever.
This often leads to false expectations and upset customers. They don’t
understand why they must pay an excess. They don’t understand why they
don’t just get a new phone. They don’t know what they have agreed to and
what they have been paying for.
In a busy call centre, this can take up an awful lot of time which could be
put to better use.
The challenge is to help diffuse this tension, to give simple, rational answers
that explain why this is the way it must be while not alienating or belittling
these already unhappy customers.
Insurance provider Asurion asked Twist and Shout to create memorable
characters that gave customers important information while actually
entertaining them. The aim was to reduce call centre time spent on
explanations and complaints, and foster a better relationship with the
customer.

3. We needed to explain to the customer that:
• We are aware that you have questions and are trying to answer them.
• You are not stupid for not getting this intuitively.
• There are good reasons why insurance works this way.
• It is not different from how insurance works on your car or your house.
• Asurion really is trying to help you get connected again as fast as possible.
We created Mama, a no-nonsense woman giving advice on a phone-in advice
show. Web cams allow us to see the callers, who are humorously drawn, without
being made to look ridiculous.
Watch The Videos Here
Why Film?
Talk to your Customers
Social Media has become dominated by film. Short clips sent around the world on
Facebook and Twitter can have a greater impact than a ream of studies. And since
they are so easily shareable, if you make something truly funny then your customers
begin to distribute it for you.
If you would like to talk to us about how we can help you connect with your
customers, give us a shout.

4. © Copyright Twist & Shout Communications 2013
Web: www.twistandshout.co.uk • Email: anyone@twistandshout.co.uk • Blog: tandscomms.blogspot.com/ • Tel: +44 (0)844 335 6715
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