Case Study: Insurance Gets Progressive With Loyalty

Dissatisfied with its customer retention rates and satisfaction scores, and looking to set itself apart in the highly competitive insurance industry, Progressive Casualty Insurance launched its loyalty rewards program in 2008. In lieu of a loyalty currency — like points — the program rewards Progressive customers based on their length of tenure with the insurance company. Progressive pays close attention to its customer data and feedback scores, which come across in the program's benefits structure. It uses data from customer satisfaction surveys to design experience-based rewards focused on improving the customer experience. We spoke with Bart Blackburn, who heads up the initiative, to find out how Progressive weathered the implementation and its tangible effects on the insurance company's marketing and business.