Case Study: 1st Central achieves omnichannel customer insight and higher conversions with Now Interact

1st Central - Customer Case Study

1st Central is a UK motor insurer founded in 2008 that has sold over two million policies by focusing on simplicity in a complex market. After rapid growth, the company needed to understand how customers move between online and offline channels so it could simplify its omnichannel journeys, increase sales conversions and reduce operational costs.

Now Interact ran an Omnichannel Insights project to track digital behavior and transitions to contact channels (phone, email, FAQs). The study revealed that 90% of digital visitors made no self‑service effort, 84% of contacts came via phone, FAQ use cut contact volumes and reduced average handle time, many contacts were customer‑service queries, and 28% of potential buyers abandoned the site—highlighting clear opportunities to improve engagement and conversion.

1st Central

Tim Paterson

Digital & Ecommerce Manager