Customer loyalty via video?
Use Case of Allianz Global Digital Factory and Pitney Bowes.
Award winner 2018
Kerstin Krämer, Marketing Manager Demand Generation at Pitney Bowes.
Published in: DiALOG - THE MAGAZINE FOR ENTERPRISE INFORMATION MANAGEMENT | MARCH 2019
Kerstin Krämer, Marketing Manager Demand Generation at Pitney Bowes.
Published in: DiALOG - THE MAGAZINE FOR ENTERPRISE INFORMATION MANAGEMENT | MARCH 2019
What's the best way for a customer to reach their insurance company on the go today? By phone via cell phone or via an app. At Allianz, the customer has the option to download the 'My- Mobility' app and thus has relevant information, service offers and direct contact to the customer advisor in his pocket in case of an incident on the go. With the app, the customer always has their personal "car insurance data" with them, has an emergency contact and can report damage quickly and easily. But customer tests and surveys showed that even good and useful apps are often not downloaded. This is where innovative customer onboarding is needed, which Allianz addressed with personalized videos and created a unique customer experience by using EngageOne Video from Pitney Bowes.
Contract overview via personalized video
Every new Allianz motor insurance customer receives an email with a customized onboarding package. This package includes a personalized interactive video, a V-Card with the contact information of the respective account manager and a Wallet Card, for all Apple devices, with the policy information. The video summarizes the coverage of each policy and invites users to download the app. With great success: since the launch of this video, around 45% of the customers contacted have downloaded the app. This is a remarkable conversion rate that Allianz achieved with this video.
From the customer's point of view, the personalized video provides all the information on the insurance contract, which a customer now remembers much better because it is explained in multimedia form instead of purely textually as before. This benefit, together with the other service offerings, is convincing, because the figures speak for themselves: the app is in high demand. This is certainly also due to the fact that its benefits are explained by video. This means that customers always have "their Allianz in the palm of their hand" and at the same time facilitates future interactions between customers and Allianz. Allianz is now live in Australia following the successful pilot in Austria. Other countries are planned for early 2019, with Allianz Spain for motor insurance and in Germany for Allianz life insurance.
Real-time video editing
The video creates a personalized uniqueness, as it is generated in real time using the individual customer data only at the time of each call. It also provides links to download the app directly, which leads to the high conversion rates. This kind of motivation to download the app is novel and innovative. It is the entry point to a plethora of other digital offerings. The conception of the operation took place in an agile way between Allianz Digital Factory and Allianz Austria and demonstrates how large companies can introduce digital innovations in target markets. For this innovative solution, the company was awarded the Dialog- Award 2018 "Excellence with EIM" (Enterprise Information Management).
What is EngageOne Video?
With personalized and interactive videos, customers can be individually advised and guided on sales and service-relevant topics and questions. These videos are completely automated and are only generated at runtime. The customer determines the course of the video during execution. The whole thing is "data-driven" and interacts with the company's CRM. They offer options for branching, drill-down, feedback, and more. Also, comprehensive analytics are a part of the solution. This makes it visible which customer looked at which topics and for how long. The solution can be connected to a campaign management system, so that context-related offers or actions can be played in during the runtime. This technology opens up completely new possibilities in personalized addressing and customer care. Experience from projects shows extremely positive changes both in customer satisfaction and in the conclusion of further suitable contracts with the customers addressed in this way, and ensures a stronger bond with the company.
The Allianz Group is one of the world's leading insurers and asset managers, serving more than 92 million private and corporate customers. Allianz insurance customers use a wide range of products from property, life and health insurance to assistance services, credit insurance and industrial insurance. Allianz is one of the world's largest investors and manages an investment portfolio of around 673 billion euros on behalf of its insurance customers. In addition, our asset managers PIMCO and Allianz Global Investors manage more than 1.4 trillion euros for third parties. With our systematic integration of environmental and social criteria into our business processes and investment decisions, we are the leading insurer in the Dow Jones Sustainability Index. In 2018, over 142,000 employees in more than 70 countries generated sales of 131 billion euros for the Group and achieved an operating profit of 11.5 billion euros.
www.allianz.com
