Insurance welcome programme
For this leading insurance provider, we work as part of a large, integrated project team to manage a multi-stage, multi-channel welcome programme.
A welcome pack and customer survey provides the data to power a highly personalised, multi-channel communications programme. These data - such as renewal dates, retirement plans and healthcare provisions – are used to generate a succession of triggered and tailored communications.
Campaigns are run weekly, to drive new customers through the 12-month welcome programme. Our campaign management system Communications Builder (CB) takes numerous rules, contact triggers and other factors into account to generate a succession of customer communications, including direct mail welcome packs, emails and outbound contact lists for the call centre. CB specifies every component of the campaign for each customer, including the offer, contact flow, contact channel and personalisation variables; then initiates the relevant customer communications via a variety of output file formats.
The benefits of this approach are clear:
34% quotation conversion rate
Increase in customers with multiple products
Improved communication opt-in status
How it works
20:20 Dialogue works alongside the client’s internal teams and other 3rd party agencies. Our work includes:
Main customer data sourced from within the client’s existing motor, home and life insurance customers
Feedback from the contact centre
Survey responses
Email response data
…plus flexibility to add additional feeds in future
These are all delivered, managed and maintained by 20:20 Dialogue to combine:
Provision of the central customer-level database
Campaign management system
Associated MI reporting
Hosted front end agent system used by client personnel
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See also our Thomas Cook "My Holiday Countdown" case study