APAC CIO Outlook
  • Home
  • CXO Insights
  • CIO Views
  • Vendors
  • News
  • Conferences
  • Whitepapers
  • Newsletter
  • Awards
Apac
  • Agile

    Artificial Intelligence

    Aviation

    Bi and Analytics

    Big Data

    Blockchain

    Cloud

    Cyber Security

    Digital Infrastructure

    Digital Marketing

    Digital Transformation

    Digital Twin

    Drone

    Internet of Things

    Low Code No Code

    Networking

    Remote Work

    Singapore Startups

    Smart City

    Software Testing

    Startup

  • E-Commerce

    Education

    FinTech

    Healthcare

    Manufacturing

    Retail

    Travel and Hospitality

  • Dell

    Microsoft

    Salesforce

    SAP

  • Cognitive

    Compliance

    Contact Center

    Corporate Finance

    Data Center

    Data Integration

    Digital Asset Management

    Gamification

    HR Technology

    IT Service Management

    Managed Services

    Procurement

    RegTech

    Travel Retail

Menu
    • CRM
    • Managed Services
    • Blockchain
    • Software Testing
    • E-Commerce
    • Cyber Security
    • Gamification
    • Microsoft
    • Data Integration
    • Low Code No Code
    • MORE
    #

    Apac CIO Outlook Weekly Brief

    ×

    Be first to read the latest tech news, Industry Leader's Insights, and CIO interviews of medium and large enterprises exclusively from Apac CIO Outlook

    Subscribe

    loading

    THANK YOU FOR SUBSCRIBING

    • Home
    • CRM
    Editor's Pick (1 - 4 of 8)
    left
    Accelerating Petcare Innovation through CRM and Digital Vision

    Miao Song, Chief Information Officer, Mars Petcare

    Implementing Technology that Understands your Business

    Michael Everly, Chief Information Officer, D&H Distributing

    Managing Information Technology- A Race to the Finish

    Joe Iannello, VP & CIO, Capital Metro

    Optimized Customer Experience through Technology

    Arnold Leap, CIO, 1-800-Flowers.com

    Integration Enables Omni-channel Experiences

    Bill Dyer, CTO & Head of Strategy, Alcatel-Lucent Motive

    IT Succors Customer Retention and Customer Life cycle Management Processes

    Anthony Thomas,

    Evolving Customer Relationship Management: Move Fast or Die Trying

    Ed Ariel, Vice President of Service Operations, ezCater

    Importance of Customer Relationship Management Implementation

    Drew Fredrick, Vice President, Home Building Technology, Clayton Homes

    right

    From Challenge to Opportunity

    Jody Bews-Hair, Head of Customer Experience, Southern Cross Health Society

    Tweet
    content-image

    Jody Bews-Hair, Head of Customer Experience, Southern Cross Health Society

    Is it possible to create a successful customer lifecycle communications programme without large-scale investment in new CRM technology?

    The short answer? Yes.

    I speak from experience, having built a data framework that enables Southern Cross Health Society to have personalised digitised conversations with its members – without a centralised CRM. Needless to say, there were a few challenges along the way.

    Southern Cross is a not-for-profit Friendly Society whose core product offering is health insurance, covering more than 870,000 Kiwis. In 2018, the business set an ambitious goal - to lift the health and wellbeing outcomes of its members by focusing on wellness, lifetime health improvements, and extends its proposition beyond getting well to keeping well and staying well.

    The task for the customer experience team was to support this larger value proposition, at the same time lifting engagement, increasing member touchpoints and moving members to cost-effective service and engagement channels – all while reducing churn.

    We devised a strategy to evolve member communications from organisationally-centred messaging to a communication flow that reflected the life-stage, lifestyle and lifecycle of each of our members. We would create hyper-personalised, highly relevant conversations with our members to remind them of the relevance and importance of the Southern Cross in their lives.

    This transformative project was guided by three imperatives. The first was recognising the nature of a personal lifetime relationship, not only with personalised onboarding and lifecycle communications but also by leveraging data to ensure touchpoints and content met members’ needs for recognition.

    The second was starting new conversations, with a focus on developing a dialogue and relationship to support future conversations on personal lifestyle and wellbeing practices.

    Our third imperative was migrating members to our digital channel, My Southern Cross, for policy management and a CX-optimised electronic claims channel.

    To do all this, we worked with a specialist data-marketing agency to create a fully customised external solution which could do essentially the job of an enterprise-wide CRM.

    Internally, we had to reconfigure a policy-centric set of systems to enable customer-centric communication. This required defining, agreeing and developing one source of customer truth across members’ unique personas, behaviour, health, and wellbeing journeys.

    It involved systems definition, integration, data fusion, transformation, and interpretation across a variety of channels and complex member management business process engines. An infrastructure and security environment was installed to transport a member’s information for replay, securely embedded in the relevant and ‘next best conversation’ environment within the right timeframe and channel.

    Creatively, we needed to show that we understood our members’ unique needs in a genuine way, so we designed and developed a creative framework that moved away from replaying all the complex details of a member’s full policy to them, to providing what they need at each stage of life.

    By analysing the complex spectrum of real-life interactions, from how members interacted with our communications to how they contacted Southern Cross and why, we were able to construct a focused and thoughtful communication framework. Drawing on creative insights and data science, we created powerful and timely conversations delivered at the most relevant times.

    Our email communications evolved from a wordy, colour-heavy template to more dynamic modular templates that quickly communicate key information. Refreshed imagery mirrors the life stage of the member, and smarter functionality reflects the way communications are used by members.

    For example, new members now receive a simpler, warmer welcome thanks to a redesign, which has reduced the number of disparate messages in each communication and takes the member through a defined set of stages to answer their key questions and concerns.

    These emails are highly customised, with more than 100 dynamic content variations. Rather than leading with a business-focused headline and full-width image, we shed email conventions and took our copy lead from postcards, greeting the member by name, followed by a relatable headline relevant to their life stage.

    For existing members, we introduced event-triggered and timed messages that acknowledge milestones in a member’s lifecycle, as well as ‘get well’ messaging, seasonal wellness tips, promotion of relevant partner offers and policy renewal prompts.

    We also developed a programme to trigger surveys to understand issues or frustrations with key proof points in the customer journey. A feedback loop on the quality of content, timing and targeting was established to enable prioritised agile improvements in communications.

    The all-important results? We have met our growth and retention targets, migrated 75 per cent of members to multiple digital channels, and delivered operational and governance process improvements. Plus, those highly personalised, highly relevant conversations have seen a significant lift in digital engagement.

    Now that we have proved the model, bringing the CRM in-house may be the next step. In the meantime, technology has enabled us to deliver human levels of service at a scale not humanly possible.

    tag

    Customer Experience

    Weekly Brief

    loading
    Top 10 Customer Relationship Management Consulting/Services Companies – 2020

    Featured Vendors

    Star Solutions

    Kareem Qureshi, MD & Sharada Balagopalan, Managing Partner

    ON THE DECK

    CRM 2020

    Top Vendors

    CRM 2019

    Top Vendors

    CRM 2017

    Top Vendors

    CRM 2016

    Top Vendors

    Previous Next

    I agree We use cookies on this website to enhance your user experience. By clicking any link on this page you are giving your consent for us to set cookies. More info

    Read Also

    A dose of our own medicine

    A dose of our own medicine

    SABINA JANSTROM, IT DIRECTOR, DYNO NOBEL
    Insider Threat

    Insider Threat

    AI is America's best weapon for disrupting health inequities

    AI is America's best weapon for disrupting health inequities

    Michael Dowling, President & Ceo, Northwell Health and Tom Manning, Chairman, Ascertain
    Combating IoT Challenges with Smart Choices

    Combating IoT Challenges with Smart Choices

    Sandeep Babbar, Head Of Technology Innovation, Gwa Group Limited
    Artificial Intelligence regulations and its impact on medical devices

    Artificial Intelligence regulations and its impact on medical devices

    Leo Hovestadt, Director Quality Assurance Elekta
    Blockchain: promises to revolutionise superapps and the trust factor in insurance

    Blockchain: promises to revolutionise superapps and the trust factor in insurance

    Sue Coulter, Head of Group Digital, AIA Group Julian Lo, Director of Digital Engineering, AIA Group
    Data as a Business

    Data as a Business

    Ricardo Leite Raposo, Director of Data & Analytics at B3
    How Digital Transformation Impacts Big Data Analytics

    How Digital Transformation Impacts Big Data Analytics

    Davide Di Blasi, Global Quality and Lean Director , Hilding Anders International
    Loading...

    Copyright © 2023 APAC CIOoutlook. All rights reserved. Registration on or use of this site constitutes acceptance of our Terms of Use and Privacy and Anti Spam Policy 

    |  Sitemap |  Subscribe |   About us

    follow on linkedinfollow on twitter follow on rss
    This content is copyright protected

    However, if you would like to share the information in this article, you may use the link below:

    https://crm.apacciooutlook.com/cxoinsights/from-challenge-to-opportunity-nwid-7077.html