We enhanced Health-on-Line’s consumer offering using modern technology
Health-on-Line (owned by the UK's second largest health insurer, AXA) is an innovative and forward-thinking company, committed to offering an online service to its customers.
The Challenge
Health-on-Line wanted to reduce the volume of repetitive customer questions coming into their contact centre by creating a faster, more efficient support channel. The challenge was to design a chatbot that customers would feel comfortable using, while ensuring it genuinely reduced pressure on the team and delivered helpful answers at scale.
Repetitive Customer Queries
HOL needed a solution that could quickly answer common customer questions and reduce calls into the contact centre
Customer Adoption
With an average customer age of 49, the chatbot needed to feel simple, accessible and easy to engage with
Motivation Over Age
User research showed that willingness to use the chatbot was driven more by customer need and motivation than age
What We Delivered
We began with a detailed scoping session to understand the most common questions Health-on-Line customers were asking and how a chatbot could answer them clearly or direct users to the right place.
Working closely with Health-on-Line’s customer service and marketing teams, our technical team and UX researchers shaped a chatbot that was both functional and aligned with the HOL brand. Once the chatbot’s personality was defined, we mapped conversation trees for key customer queries, including address changes, claims, excess payments, cancellations and policy questions.
We developed HOLI using Dialogflow for the backend logic and Kommunicate for the front-end experience, giving Health-on-Line an easy-to-manage chatbot that could be updated, monitored and reported on. The chatbot was added to the main Health-on-Line website, giving customers access to quick support at any time of day.
The Result
HOLI gave Health-on-Line a new self-service support channel that helped customers find answers quickly, especially outside normal contact centre hours.
In the first three months, the chatbot helped reduce repetitive customer service enquiries by handling a high volume of common questions directly through the website. This allowed the contact centre team to spend more time supporting customers with more complex or sensitive queries.
The chatbot also improved the online customer experience by making support easier to access, helping Health-on-Line strengthen its digital offering while creating a scalable platform for future customer service improvements.
How We Work
A proven process that delivers results, from discovery to continuous improvement.
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We map your user journeys, design for clarity and ease, and connect your digital experience to your operational workflows, so users, teams, and partners get an experience that works first time.
