Content best practices

In this section, you will find our best practices for creating personalized and compelling recommendations for your customers.

Life Events

How to write and select an effective and personalized recommendation for the Zelros engine?

Crafting a relevant and personalized recommandation is crucial to capture clients' attention and offer them tailored recommendations. Here are some tips for writing and selecting impactful scenario settings:

  1. Personalize the recommendations based on the client’s profile: The more personalized the recommandation, the more it will engage the client. Take into account factors such as age, family situation, existing contracts, etc.

  2. Promote multi-product scenarios by combining several products: Create combined offers or packages that include multiple complementary products. This showcases the value of the entire range of products and encourages clients to consider multiple options.

  3. Use short and precise labels: Recommandation’s labels should be concise and clear to quickly capture the client’s attention. Use specific and evocative terms to describe the situation.

  4. Leverage emojis 💡(even in the title): Emojis can make recommandation’s labels more visual and appealing. Don’t hesitate to use them sparingly to add a touch of originality.

    👩‍🎓👨‍🎓 Student

  5. Segment to the maximum: For optimal personalization, segment recommandation as much as possible. Rather than using a general term, provide more detailed descriptions to target the client’s specific needs. For example, replace "client with child" with

    • Client with a young child

    • Client with a child close to adulthood

    • Couple with children in an urban area *etc…​

  6. Set dynamic titles: Titles play a crucial role in attracting interest in recommendations. Use dynamic and engaging terms to pique the client’s curiosity right from the start

    Senior (67 years old)
    New Client (5 months)

By applying these tips, you will be able to create impactful and personalized recommendations that maximize clients' interest in the recommendations provided by the Zelros engine.

Feel free to adjust these recommendations based on your specific requirements.

Catchphrases

How to write personalized and impactful catchphrases for the Zelros engine?

Crafting effective catchphrases is a crucial step in capturing the attention of advisors and ensuring the assistant’s continuous usage. This documentation aims to provide you with practical tips for writing compelling recommendations that support advisors in their role of guiding clients.

  1. Use open-ended questions to initiate the conversation:

    Open-ended questions encourage users to engage in the conversation by inviting them to share their experiences and opinions. This fosters a sense of personalized interaction. The question help refine recommendations by gathering extra insights about the client’s needs.

    What are your travel plans for this year?

  2. Keep it short and clear (maximum of 2 sentences):

    Craft concise and easily understandable recommendations to facilitate advisors' daily tasks, enabling them to be quickly read during calls.

  3. Limit the length to less than 250 characters:

    Users often have limited time and attention to spare for recommendations. Thus, maintaining catchphrases under 250 characters ensures brevity and effectiveness.

  4. Personalize the catchphrase based on the client’s profile:

    Every client is unique, and insurance recommendations should reflect this personalization and the associated scenario.

    Your child is turning 18 soon, which is an important milestone for both them and you, I’m sure! What are their plans? What studies are they considering?

  5. Provide nuance:

    Certain scenarios might be based on predictions. Don’t hesitate to ask questions to verify the accuracy of the elements.

    I may know that you live relatively far from an auto garage. Is your vehicle breakdown a cause for concern?

  6. Avoid directly emphasizing the product’s guarantees in the catchphrases - save that for the selling points.

This documentation serves as a guide for crafting recommendations. Feel free to adapt these best practices according to the specificities of your products and the needs of your advisors.

Selling Points

To assist insurance advisors in offering the most suitable insurance products to their clients, it is essential to provide compelling selling points about the offered guarantees. This documentation aims to provide you with practical tips for crafting convincing selling points that highlight the benefits and advantages of the insurance product’s guarantees.

  1. Use real-life context/examples: Provide scenarios or examples from everyday life to make the guarantees more relatable and tangible for the clients.

    Today, while enjoying the beautiful weather, you go on a bike ride with your children. Unfortunately, you fall and injure your arm.Thankfully, with your insurance, you have access to the following guarantees:

    • In-home tutoring for your children

    • Home modifications to aid your recovery

    • Personal care assistance

    • Compensation for lost income

  2. Stay concise and use keywords for easy reading: Craft brief selling points using keywords that quickly convey the benefits of the guarantees.

    ✅ Transportation assistance for children to school

    ✅ Housekeeping support

    ✅ Pet care services

  3. 💡Use emojis and formatting for improved readability: Employ emojis and formatting to make the selling points visually appealing and easier to read. For example:

    ❓ Denied payment of a final settlement? Facing workplace harassment?

    💡 Conflicts with employers can be numerous, and we may not always have the confidence to confront them. Often, fear holds us back from standing up to a company.

    ☂️ This is why Legal Protection accompanies you in every step of your dispute.

  4. Provide links to more detailed documentation (product sheet, FAQs, etc.):

    Include links to additional information to offer more in-depth insights without overloading the primary argument.

  5. Utilize customer data to personalize the argument framework:

    Incorporate customer-specific data, such as demographics, geographical location, weather conditions, etc.

    You live in a region at risk of hail in the coming days…​
    Your town experienced damages last year due to adverse weather conditions…​
    You reside in a region with high tourist activity…​
    Did you know that, according to official statistics from the Ministry of the Interior for the year 2020, the Bourgogne-Franche-Comté region recorded approximately 7,000 burglaries across all categories (primary residences, secondary residences, and commercial premises)?

  6. Enhance your selling points with statistical data (out-of-pocket costs, number of cases in France, etc.):

    Did you know that in France, funeral expenses average around 4000€?
    300,000 accidents occur each year while doing DIY at home.

    Our home insurance allows you to secure your rental income in case of vacancies through our unpaid rent guarantee and assistance service in finding new tenants.

    📊 The vacancy rate is typically estimated at 8.4%. It reaches 15% in Mulhouse and 14% in Perpignan, based on data from INSEE.

This documentation serves as a guide for crafting persuasive selling points. Feel free to adapt these best practices according to the specificities of your products and the needs of your advisors.