Insurance company connects with members via revamped digital experience
Impact by the numbers
Member engagement platforms for insurance companies are designed to increase engagement through seamless omnichannel outreach. They use multichannel campaigns to improve education and awareness of existing benefits, ultimately encouraging members to adopt and engage with digital offerings. A small multiline insurance organization approached ZS as it was looking to enhance how it was engaging with its members digitally.
The challenge
The insurance organization was experiencing low satisfaction scores resulting from members’ frustrations with the inconsistent experience that its digital portal offered. The organization wanted to maximize its opportunity to engage with and better interact with members in its digital space.
The solution
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 global markets. We implemented our platform to bridge all first- and third-party sites. ZS teams used learnings from historical utilization and engagement analytics to design small, targeted engagement campaigns for members using email and SMS channels.
The impact
Our member experience solution increased awareness of existing benefits by 50%, while also increasing engagement in the insurance organization’s digital offerings by 16%.
According to our client, “Insights from ZS’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.”