A member engagement platform for insurance companies should increase engagement through seamless omnichannel outreach. It should use multichannel campaigns to improve education and awareness of existing benefits, ultimately increasing the adoption of and engagement with digital offerings. A small multiline insurance organization approached us as it was looking for a better engagement solution.
The client was experiencing low satisfaction scores resulting from members’ frustrations with the inconsistent experience that its digital portal offered. This insurance organization wanted to maximize its opportunity to engage with and better interact with members in its digital space.
We developed a series of personalized and automated omnichannel outreach campaigns with reporting and analytics on target segments. The campaigns were designed to activate the inactive members on the portal while educating members about new portal features and service offerings. We also worked to increase engagement with the insurance organization’s digital offerings among active members and cross-sell benefits to appropriately segmented members.
Then we designed and developed new public-facing websites for members, brokers and employers in three international markets. We implemented the ZS VARA™ platform to bridge all first- and third-party sites. The teams used learnings from historical utilization and engagement analytics to design small, targeted engagement campaigns for members using email and SMS channels.
Our member experience solution increased awareness of existing benefits by 50%, while also increasing engagement in the insurance organization’s digital offerings by 16%.
“Insights from ZS VARA's reporting help us to evolve and optimize our digital ecosystem to meet member and business needs better. In addition to the actual digital solution, the team’s expert guidance and professionalism have greatly aided us in our member engagement journey,” said our client at the insurance organization.