Making AutoSergei real with Meer-tech
Merkle
Client: Compare the Market
In a competitive market of annoying operatic singers, robots called Brian, and men dancing in suit jackets and high heels, the Meerkats played a critical role in CtM’s rapid growth in the Price Comparison market. But in an evolving world, where research shows ‘comparing’ is too much effort for a third of us, customers increasingly look for smart, tech‑driven services that can automate the heavy lifting and make life feel, well… simples! This shift shook Compare the Market to the core. The truth was, we weren’t in a brand fight anymore we were in a fight for technology‑led convenience, and we needed to change, fast. In 9 months, we transformed a Brand‑led business into an Experience‑ and CRM Tech‑led business, changing the way the nation compared prices and rewriting the category rules, again. How? Launched in 2019 to Steve Jobs–style fanfare, we turned a templated follow‑up mechanic into something that exceeded the TV hype. A CRM technology transformation that harnessed AI, automation and modular systems to supercharge AutoSergei - turning him into a living, breathing personalised omni‑service that felt real. He delivered 25 million personalised quote journeys and grew CRM’s overall revenue contribution significantly - proving how powerful CRM technology can be when it’s engineered around customer needs at scale.