Analyse the impact of Moment that Matters on renewals
est completion: 20 min
Objectives
By the end of this exercise, you will be able to:
- Use the prompt library to discover and submit pre-built prompts
- Interpret a Coworker response
- Use Coworker to create visualisation, discover insights and create new audiences
Before we get started!
Data may have changed and coworker can interpret requests differently sometimes so don't panic if your results do not match exactly what you see in this guide. Take your time to read and understand the results. Put your hand up for assistance if you get stuck.
Scenario
Admiral's teams have been running "Moment That Matters" and clients have been experiencing them throughout the year.
MTM-# | Moment | Category | Summary |
|---|---|---|---|
MTM-1 | You've Been With Us Almost a Year | Loyalty milestone | Marks ~1 year on cover. |
MTM-2 | Day 700 On Cover (pre-2yr renewal) | Renewal timing | Fires just before the 2-year renewal point. |
MTM-3 | Claim-Free Year | Claims | Celebrates a year with no claims, especially when the customer is below their max no-claims bonus. Framed as "a year of smooth journeys" — a genuine positive-reinforcement moment. |
MTM-4 | Home Move Detected | Life event | Triggered in the 10-11 months after a detected house move. |
MTM-5 | Motor + Travel Cross-Sell | Cross-sell | For customers holding both a motor and travel policy, timed to an approaching travel renewal. |
MTM-6 | App Engagement Milestone | Engagement | Recognizes sustained app usage ("becoming a power user"). |
MTM-7 | Winter Readiness (September) | Seasonal | Pre-winter prep: freeze/flood/home tips plus car battery/windscreen advice, with an ALOFY touch. |
MTM-8 | Young Driver Milestone | Young driver | Celebrates driving progress — e.g. "first 1,000 miles completed" — with confidence tips and telematics progress. |
MTM-9 | Customer Service Interaction Completed | Service recovery | A follow-up after a support interaction, from a named CCR: "glad we could help," possibly with a small thank-you (TABI). |
MTM-10 | You're Part of Something Bigger | Sustainability | Ties the customer to a collective impact story — e.g. "together our customers avoided X tonnes of emissions" — targeted at a sustainability/EV-relevant cohort. |
It is now time to analyse how these moments have performed and understand which ones work, don't work, or even worst, backfire.
Prompt sequence
- Let's visualise the renewal rate between customers who received a Moment that Matters and those who didn't.
Expected outcome: Customers who received at least one Moment That Matters before their policy end date renew at a dramatically higher rate — 56.6% vs 5.6%, a ~10x difference. The unexposed cohort inverts almost entirely to lapsed (56% lapse rate vs. 2%), which matches the business doc's retention story.
Charts:
- It is clear from the previous step that some customers have cancelled their policy even though they have received a Moment That Matters. Let's now find out which specific moments are helping vs. hurting retention.
Expected outcome: The data tells one clear story: only MTM-01 and MTM-02 hurt retention — every other moment (MTM-03 through MTM-10) produced zero cancellations.
Potential Chart:
- Now that we understand that there are two moments that increase the cancellations, let's deep-dive into the why?. Let's investigate with the following prompt.
Expected outcome: Two moments backfired: MTM-01 ("You've Been With Us Almost a Year") and MTM-02 ("Day 700 On Cover") — the same two the client's own doc flagged as timing/personalization-sensitive. And it could make sense, since these two moments remind the customers that it's been some time that they are with Admiral they could be looking for a better price elsewhere.
Potential Chart:
Exercise 3 - Complete
Now that we understand that there is room for improvement for the retention customer journey, let's build it with Coworker in the next exercise.