01 · 360° Profile
360° customer view
Real-time customer profile built by combining online and offline data - the foundation for personalized experiences.
Case study · insurance / finance
Marketing Automation 2.0 in the omnichannel transformation of CUK Ubezpieczenia
For CUK Ubezpieczenia - the leading insurance multi-agency in Poland - Persooa built a 360° customer view and a marketing automation and AI personalization strategy on the Synerise platform, supporting the flagship OmniCUK project.
360°customer view combining online and offline data
800,000clients served by CUK
1,000,000+policies sold per year
27,89%Open Rate in the calculation campaign (~2× benchmark)
Client
CUK Ubezpieczenia
Area
Marketing Automation 2.0, AI Personalization, 360 Customer View
Segment
B2C · insurance / finance (multi-agency)
Technology
Synerise + Persooa
Starting point
Multichannel sales without a single customer view
Sales run through franchises, the website, the call center and the advisor network operated in silos - without a consistent customer profile or full use of online and offline data.
Sales channels (franchises, website, call center, partners) in data silos
No single, consistent customer profile combining online and offline
Mass, poorly targeted offer communication
Incomplete use of data from calculators and forms
Marketing consents scattered across systems
Harder upselling and retention in a competitive market
Persooa's solution
Data foundation and personalization in the OmniCUK model
We built a 360° customer view and launched marketing automation and AI personalization - connecting all distribution channels into one sales model.
02 · Integration
Integrated distribution channels
Comprehensive data integration from franchises, websites, the call center, partner locations and the advisor network, plus CRM systems.
03 · Automation
Marketing Automation 2.0
Real-time contextual scenarios - from calculation to policy renewal - with Next Best Action / Offer logic.
04 · AI Personalization
Personalization and scoring
Binary and continuous segmentation, product scoring and marketing consents that determine the channel (mail / SMS / web push).
Phased rollout
From data integration to cross-channel campaigns
1
Data foundation
Phase I
- Integration of sales channels and CRM systems
- 360° customer view (online + offline)
- Aggregation of data and marketing consents
- Binary and continuous customer segmentation
2
Scenarios and campaigns
Phase II
- Interest survey with a form (leads to the call center)
- Upselling after policy purchase
- Calculation campaign (1 year / 2 years after quoting)
- Exit-intent pop-up redirecting to the call center
3
Optimization and maintenance
Phase III
- Cross-channel campaigns (mail / SMS / web push)
- CLV calculation and renewal-path management
- Reducing churn and improving retention
- Optimization for portfolio quality and agent commissions
Tactics implemented
Scenarios covering the entire insurance customer lifecycle
A set of campaigns and automations that together increased engagement, upselling and renewal effectiveness - with results above market benchmarks.
Lead · survey
Interest survey
A branching widget identifies user needs; the lead, along with the answers, goes straight to the call center.
leads straight to the call center
Upsell
Upselling after purchase
After buying a policy, the scenario recommends products the customer doesn't have, choosing the channel based on consents.
18,22% Open Rate (email)
Conversion · calculation
Calculation campaign
Users from a year or 2 years ago receive a link back to the calculator with their saved vehicle data.
27,89% Open Rate (1 year after)
Conversion · CTR
Reactivation after quoting
Personalized messages sent a year after calculation achieve a CTR many times higher than the market's 1-2%.
7,69% Email CTR (1 year after)
Retention · exit-intent
Exit-intent pop-up
When a visitor tries to leave the page, a pop-up offer redirects the interested lead to the call center.
call center captured leads
Data · segmentation
Segmentation and scoring
Binary and continuous segmentation plus product scoring drive offer and channel selection in NBO/NBA logic.
NBO/NBA the right action
Results
Campaigns above market benchmarks
27,89%
Open Rate in the calculation campaign a year after quoting - almost 2× above the benchmark (15-20%), with a 7,69% CTR (several times higher than the market's 1-2%) and strong upsell conversion.
Campaign results vs. market benchmark
Open Rate - calculation, 1 year after27,89%
Click-to-Open Rate - calculation27,59%
SMS CTR - calculation, 1 year after9,22%
Email CTR - calculation, 1 year after7,69%
360 Customer View
Real-time customer profile combining online and offline data.
Channel integration
Franchises, website, call center, partners and advisors in one model.
Data and marketing consents
Aggregation and updating of consents that control the communication channel.
Real-time calculations
Policy history and calculator data working contextually.
Cross-channel campaigns
Consistent email, SMS and web push communication based on customer consents.
Segmentation and scoring
Binary and continuous segmentation plus product scoring (NBO/NBA).
We connect every sales channel into a single customer view and turn data into personalized communication, higher upselling and better renewals - in a Human + AI model.
- Persooa · Revenue Growth Agent
Frequently asked questions
FAQ - marketing automation and AI personalization at CUK
What results did CUK Ubezpieczenia's digital transformation deliver?
Campaigns achieved results above market benchmarks - including a 27,89% Open Rate and a 27,59% Click-to-Open Rate in the calculation campaign a year after quoting, with a 7,69% email CTR (market average 1-2%) and solid upsell conversion. The results translated into CUK's financial performance, including agent commissions.
What is the OmniCUK project?
OmniCUK is CUK's flagship transformation project - the first multichannel sales model in the insurance industry, guaranteeing commissions to agents. It was recognized with the Innovation of the Year award from Gazeta Ubezpieczeniowa.
What did Persooa implement?
We built a 360° customer view combining online and offline data, integrated the distribution channels and CRM systems, organized data and marketing consents, and deployed insurance calculations that work contextually in real time.
What scenarios and campaigns were launched?
Among others: an interest survey routing leads to the call center, upselling after policy purchase, a calculation campaign targeting users from 1 and 2 years ago, and an exit-intent pop-up redirecting interested visitors to the call center - all governed by consent logic and active policies.
What technology was used?
The Synerise platform combined with Persooa's framework and components - with data integration from multichannel points of sale and CRM, and communication personalization based on real-time data and consents.
What does Persooa do?
Persooa implements and activates AI in e-commerce - mainly on the Synerise platform - with a focus on a fast start and the first measurable results within 90 days. We combine strategy, data and execution in a Human + AI model: personalization, marketing automation, recommendations and AI agents that translate into revenue growth.
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