How did NFU mutual use Infinity’s Smart Match solution to improve lead quality and reduce the cost of customer acquisition?

Find out how


Of calls matched to marketing activity


Reduction in low quality call volumes


Increase in revenue per call


4 min read


Which? Insurance Brand of the Year 2022. NFU Mutual offer personal service with over 295 UK Agencies to insure your home, farm, or business and plan your pension.

Cover attribution blind spots and streamlining customer journeys to ensure the best results.

The challenge

For NFU Mutual to establish customer fit and provide the most appropriate solution, it’s imperative they fully understand a customer’s unique situation and insurance requirements. A 40-minute phone call is an essential part of a quote process, which is why all of NFU Mutual’s communications focus on prompting customers to dial before completing online forms.

NFU Mutual was using call tracking to measure marketing campaign performance. They knew which campaigns were driving the highest call volumes but had no idea what type of calls were being generated. Were they the sales enquiries the marketing team were trying to bring about or were people getting in touch for other reasons?

To prevent wasting time and marketing budget and frustrating customers who wouldn’t convert, NFU Mutual needed to identify which campaigns were prompting the right customers to pick up the phone.

From there, they could optimize their marketing spend and keep their phone lines free for the enquiries that had the highest chance of converting to a sale.

The solution

NFU Mutual explored various solutions, one of which involved call handlers manually inputting a 9-digit code into their telephony system. This was followed by a solution where call handlers had the option to input a call outcome vocally after the call had ended. The likelihood of human error for both solutions was high, and the accuracy rate left a lot to be desired.

They needed a ‘Smarter’ solution.

Smart Match would enable NFU Mutual to assign outcomes to all calls where an estimated value per call could be calculated. They’d be able to identify which calls were sales-oriented and, more importantly, which channels and campaigns were driving them.

Our Solutions Engineers worked with NFU Mutual to integrate Smart Match with their existing systems. After a visit to their contact centre in Glasgow, our engineers realized they could use telephony data from the existing provider to record outcomes. This streamlined the outcome tracking process and would remove the need for agents to become familiar with another platform.

To pull this off, our team worked with one of NFU Mutual’s partners to develop an app that enables one of several pre-defined call outcomes to be recorded by agents in their system and sent to the Infinity Hub via API endpoints. We completely removed the need for complex codes and manual inputs.

The app we created wouldn’t allow agents to move on to another call until an outcome had been logged. This significantly improved the number of marketing calls recorded with a call outcome, closing the gaps in NFU Mutual’s outcome data from around 60% to 10%.

Once up and running, the integration meant information could be passed between NFU Mutual’s systems and Smart Match in real-time, and then seamlessly on to Search Ads 360 and Google Analytics. As a result, NFU Mutual got all the insight they needed to optimize their campaigns.

The results

Smart Match has helped NFU Mutual match 100% of their marketing-driven calls to outcomes. They now get reliable data fed directly into their tech stack so they can make informed decisions about which activities and campaigns they should sustain.

NFU Mutual can now see which marketing campaigns and keywords generate positive outcomes, and which do not. They’re able to optimize spend, reduce strain on the contact centre, and decline non-target risk more efficiently to provide a better customer experience.

Smart Match has helped NFU Mutual:

  • Pause PPC keyword activity to optimize the marketing budget, and focus spending on keywords that generate a positive outcome
  • Optimize web journeys to improve call quality
  • Reduce call volumes by 33% by lessening low-quality enquiries
  • Increase revenue per call by 31%
  • Free up call handler resource for new test and learn activity

    • This has enabled NFU Mutual to invest in their Request a Quote form process, so customers are called back at a time most convenient for them
    • This drove 14% of new business leads into the NFU Mutual contact centre in 2022 – an incredible achievement as the channel didn’t exist for NFU Mutual in 2019

What the client says

Infinity has been a brilliant partner. When we came to them with our problem, they worked with us to create a solution that integrated seamlessly with our existing tech stack. The enhanced visibility they’ve given us has allowed us to identify which of our marketing campaigns prompt the right customers to pick up the phone, so we no longer have to waste budget, tie up agents, or frustrate callers. Smart Match helped us improve lead quality and, as a result, lower the cost of customer acquisition. The visibility we’ve been given means we can make better informed, more profitable decisions about where we allocate our marketing spend.Laura Dowson-Eastwood | Digital Insight and Analytics Manager, NFU Mutual

Ready to make Smarter marketing decisions?

Book a demo with us today to find out how Smart Match will transform your marketing performance and reduce operational strain in your contact center.

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