In a highly competitive sector, Confused.com has raised its game using Microsoft’s cloud computing platform, Azure, to innovate, drive efficiencies and personalise the customer experience
A pioneer in the insurance comparison industry, today, Confused.com serves millions of consumers a year, helping them find the best prices to protect the things they love, power their homes and finance big purchases. At a time of rising living costs and economic uncertainty, consumers are increasingly seeking informed, trusted advice that enables them to make confident financial decisions. According to Mintel, 73% of UK adults have used a financial comparison website within the past year as they strive to find the best deals on financial products quickly and easily.
In such an aggressive and fast-moving sector, Confused.com must continually deliver a superior customer experience to maintain its competitive edge. This relies on understanding exactly what customers need and why, to ease anxiety so often associated with financial decisions. Being truly customer-centric is reliant on optimising data, as Nick Sharp, director of data and technology, Confused.com, explains: “Delivering a seamless customer journey, enabling real-time interactions, personalised experiences, and offering a range of tooling beyond the price comparison itself is all about being data-led. It’s about making decisions based on data insights.”
Migrating to the Azure platform has freed up staff to work on the ‘more gnarly stuff’, rather than repetitive tasks
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