Case Study: Centraal Beheer achieves 42.5% consumer and 57% SME conversion with Now Interact

Centraal Beheer - Customer Case Study

Centraal Beheer, a subsidiary of Dutch insurer Achmea, serves a wide range of customers from consumers to SMEs and faced the challenge of delivering the right contact channel to each visitor so service needs were met without losing sales or damaging reputation. With multiple channels available (call‑back, chat, video chat, co‑browsing), the insurer needed a way to match each customer to the most appropriate channel automatically.

Now Interact used Predictive Intelligence and machine‑learning to analyze on‑site behavior and serve personalized contact options at the right moment—offering video chat to high‑value users, call‑backs to likely abandoners, and chat where more effective. The result was a 42.5% conversion rate on Now Interact consumer leads (a 210% uplift since 2013), 57% conversion in SME contacts, improved customer experience and increased profits, and recognition as a finalist for a European customer service award.

Centraal Beheer