Case Study: NFU Mutual achieves 90%+ call outcome matching and optimised marketing spend with ResponseTap Smart Match

Smart Match helps NFU Mutual make better informed, more profitable decisions

NFU Mutual, a UK insurer that relies on 40‑minute phone quotes to assess customer risk and fit, faced a measurement gap: call tracking showed which campaigns drove volume but not which calls were genuine sales enquiries. That left marketing spend and contact centre time exposed to low‑value or irrelevant calls and prevented confident optimisation of campaigns.

ResponseTap’s Smart Match was integrated with NFU Mutual’s Cisco Finesse telephony via a partner-built app so agents selected predefined call outcomes before progressing. Outcome capture rose from about 60% to over 90%, with data flowing in real time into DoubleClick and Google Analytics. The result: clearer ROI by keyword and campaign, reduced contact‑centre strain, £50k of PPC paused in favour of higher‑value keywords, improved lead quality and lower customer acquisition costs.

NFU Mutual

Laura Dowson

Digital And Acquisition Analyst