How TMQ, Thailand's Top Insurance Broker, Used Salesforce Clouds to Boost Online Sales and Cut Acquisition Costs
- Jennifer Keck
- Jun 3
- 4 min read
This is a case study for Aquient, a customer experience and digital transformation consultancy that was acquired by K2 Partnering Solutions.
Learn how Aquient helped TMQ, Thailand’s leading insurance broker to automate multichannel journeys, send personalized messages, and increase online sales, all while reducing acquisition costs.
Client: Insurance Broker
Industry: Motor Insurance
Technologies: Marketing Cloud, Interaction Studio, Financial Service Cloud
The insurance consumer journey starts online—often with search. Yet despite ranking #1 on Google, Thailand’s leading insurance broker knew they were missing opportunities to increase online sales and reduce acquisition costs.
They needed a frictionless online-offline customer experience that would keep customers engaged throughout the buying process and beyond. Without one, the company wouldn’t be able to optimize customer acquisition, improve retention, and maximize upselling and cross-selling opportunities.
The insurance broker chose Aquient as a Salesforce partner to implement Marketing Cloud, Interaction Studio, and Financial Service Cloud to automate multichannel journeys with personalized outreach. The goal was to increase sales volume to 15 billion Thailand Baht (BT)—without hiring more employees.
The results:
72,000 new customers
16,000 customers retained
10% increase in cross sell/upsell rates
The Backstory
The insurance broker had already launched a series of digital products as part of a digital transformation. They saw success with the Motor Insurance Renewal Journey, 90 Day Insurance Journey, and a lead acquisition web campaign, all of which helped boost sales.
But the company was still relying on a mix of manual agent outreach to online customers and automated outreach from its internal systems. This was a major problem, as the goal was to improve service and increase efficiency—in addition to driving sales. In short, the digital transformation was incomplete.
The Challenge
After implementing customer journeys, the insurance broker realized they was missing opportunities to:
Improve lead acquisition rates
Improve conversion rates and reduce acquisition costs
Convert more sales online
Increase customer lifetime value
To address each of these metrics, the company needed to optimize the user experience to encourage conversions and keep customers engaged with personalized conversations. That meant hiring a Salesforce partner that could set up and manage customized campaigns to meet each goal.
Why Aquient?
Aquient’s expertise in Salesforce, campaign management service, success-based commission, and the lack of upfront costs were all major draws for the insurance broker. However, one of the biggest factors was our local Thai-speaking team. Our specialized expertise in the region and familiarity with the Thai market gave the company the confidence to hire us.
Scaling Customer Outreach
We started by A/B testing to determine customers’ preferred method of outreach. In journeys, we used a split decision based on the channels:
Line CC message
SMS
Email
We then created a control group to see the growth and compare the performance of each. Most of our conversions were attributed to Line CC. As a result, we prioritized the channel to ensure it had the highest performance of the three.
Prior to working with Aquient, the insurance broker’s email open rates were low compared to the industry average of 21.36%. Yet given email’s high return on investment (ROI), we knew that it would play a vital role in the company’s engagement strategy.
We recommended increasing the number of customer emails and using AI features to ensure customers get the right amount of messaging at the right time. We used:
Marketing Cloud to engage with customers one on one
Einstein Frequency Engagement to prevent customers from receiving too many emails
Einstein Send Time Optimization and Engagement Frequency Splits to increase open rates
Einstein AI to personalize and optimize outreach
Interaction Studio to analyze buyer signals and create customer segments
Why Increase the Number of Emails?
The cost ratio of sending email is only 0.002%. By sending more emails, the insurance broker can:
Generate more net revenue at the lowest cost
Create more opportunities for conversion
Provide an alternative channel for customers who aren’t active online
How We Did It
We created a campaign that:
Compensated customers who give the insurance broker their email or update an existing one
Added requirements for email login on the insurance broker’s website and app
Trained call centers to verify email addresses for customers before ending a call.
This last piece helped us create a more seamless online-offline experience, as customers typically convert after an online search by calling.
Optimizing Email Open Rates
Improving email open rates was key for two reasons. It enabled the company to:
Increase conversion rates at a lower cost
Re-engage and win back dormant customers
How We Did It
We used email best practices to increase open rates such as A/B testing and personalization. The process included:
Setting up A/B testing for timing of sending email to compare open rates
Using Einstein AI features for email personalization and send time optimization
Using Interaction Studio to add tracking to call-to-action (CTA) buttons to create segments that define customer interests
This allowed us to include additional touch points throughout the journey, without annoying customers.
The Results
After three months, 23% of customers who completed the Motor Insurance 90 Day Renewal renewed their policies. The insurance broker acquired 72,000 new customers, retained 16,000 customers, and increased cross-sell and upsell rates by 10%.
Work with Us
Want to learn more about how Aquient can help you better connect with customers, create one-to-one journeys, and make smarter, more predictive decisions in real-time? Contact us today to integrate Salesforce Clouds into your tech stack.
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