How insurances embrace customer centricity

This national Dutch insurance company serves more than 3.4 million customers. For over 70 years, their mission has been to stand by their customers and provide the most suitable healthcare for everyone. For the marketing team, this translates to understanding the needs of their customers and always offering them the most relevant communication across channels.

The marketing team juggles a huge range of channels, so they needed a solution that would allow them to leverage the data from their online and offline channels and to quickly release new use cases.

To achieve this ambition, the team connected their ecosystem to the Relay42 platform, now part of Supermetrics, and started working toward fully personalizing their customer journeys.

The challenge: competing for every single customer

Since 2006, the Dutch health insurance market has operated under a fully privatized system. This reform reshaped the landscape, creating new opportunities but also new challenges for insurers. Every resident is obliged to carry basic health insurance. The system allows individuals to freely select their insurer, which empowers consumers but also pressures insurers to differentiate.

Competition peaks during the three-month switching period, when customers can change their provider. This short window creates a high-stakes environment where insurers must compete with compelling offers.

To succeed, insurers need more than competitive pricing. To maintain its current customer base and continue to grow, this insurer must both provide outstanding service to its existing customers and create an innovative, future-forward marketing strategy that will attract new customers during the narrow acquisition window.

The Solution: Connecting the marketing ecosystem

To win the hearts of its customers, the insurance company set the ambition to become fully customer-centric in its communication. As a starting point, the marketing team launched a use case which aimed to increase customer satisfaction by providing more relevant content, personalized to the needs of their customers and prospects.

With the help of the Relay42 team, the insurer connected its CRM , email system, website , and call center . With the Relay42 Platform in place, the marketing team can capture the on-site behavior of their customers and prospects and use this to automate personalized content in real-time .

If customers can’t find what they’re looking for, the insurer will trigger an email with additional relevant information on the topic they were interested in. Call center agents are now also able to see the customer’s interests and provide the most relevant information quickly and efficiently.

As the project manager noted: " The fact we could connect our existing marketing technologies within 3 months meant we could quickly prove the value of what we were doing, with great results, and continue to keep our customers happy with real-time relevance on any platform we choose ."

Case study results:

• +237% increase in email click-through rate
• +37% increase in email open rate
• 3-month onboarding period