Case Study: Sun Life Direct achieves up to 30% increase in conversions and 93.5% CSAT with LivePerson LiveEngage

Partners with LivePerson to Assure Online Customer Satisfaction

Sun Life Direct, a long-established UK life assurance brand (now part of AXA) serving predominantly 50+ customers, needed to move more of its business online without sacrificing the high-quality, telephone-based customer service its customers expect. Because many customers are late adopters of digital channels and for reasons of cost and efficiency, Sun Life Direct wanted online support run by its existing 2Touch call centre team.

After a successful pilot and attending LivePerson’s Aspire conference, Sun Life Direct deployed LivePerson’s LiveEngage chat with intelligent engagement, staffed by 2Touch (8am–6pm). The chat channel uncovered an IE10 site fault and delivered immediate customer feedback used to streamline the site and language; outcomes included up to a 30% increase in conversions where chat is used, CSAT as high as 93.5%, agents handling roughly twice as many enquiries per hour, lower cost per enquiry, and increased customer self‑service.

Sun Life Direct

Colin McDougall

Head of Digital