Experience how UNIQA strengthens customer loyalty with DYMATRIX Marketing Automation. Efficient data management and targeted communication lead to greater success.
UNIQA Austria's 5,000 employees look after around 2.4 million customers with around 6.3 million insurance policies. With more than 410 regional service centres, the company relies heavily on regional expertise and customer proximity.
UNIQA operates all lines of personal and property insurance. Health, accident and life insurance products are sold through exclusive sales organisations, brokers and general agencies. With a market share of around 48%, UNIQA Austria is the largest health insurer in Austria and one of the leading life insurers. The property and casualty insurance segment is also covered. With a market share of around 13% in property and casualty insurance, UNIQA Austria is one of the top 3 insurance companies.
Today's insurance customers want to be viewed individually and optimally supported according to their needs. With this in mind, the task of the project was to achieve a 360° customer view and optimise current sales measures. In order to achieve this, the data on individual customers, which was distributed across several databases, first had to be networked with each other. Otherwise, it would be difficult to make a meaningful selection and marketing processes could not be successfully implemented.
All areas of UNIQA Austria with customer contacts should be able to track when and with what information a customer was contacted. The aim was to increase customer contact points through targeted, automated campaigns and qualitative improvements in customer contacts. The aim was to increase customer satisfaction by responding to their concerns in a professional and timely manner.
Before the holistic marketing automation software DYMATRIX Marketing Automation could be used, all existing data first had to be transferred to a centralised and consolidated CRM data mart based on the MS SQL server. The existing SAS database, the appointment system of UNIQA Austria and the database of an e-mail marketing system served as delivery systems. This allows individual customer data to be cleansed, duplicates to be checked and data quality to be increased.
The integrated interface with an e-mail marketing system allows e-mails to be sent directly from the marketing automation tool. The desired template is selected in DYMATRIX Marketing Automation and triggered directly when the campaign is executed. Personalised tracking of e-mail responses is also possible here. The e-mail dispatch for UNIQA Austria is also configured in such a way that the responsible sales employees are informed in parallel when their customers are contacted as part of an e-mail marketing campaign.
With the help of DYMATRIX Marketing Automation, customers can be identified directly at the customer touchpoint and provided with information about their current needs. The new lead management system, which is also offered via the UNIQA Austria website, allows potential and existing customers to be provided with personalised information via various channels. Online customer enquiries are assigned to a suitable advisor, who receives an automated message. The prompt response to the customer enquiry and the prompt appointment with the customer can be monitored by the multi-channel system. Standard and ad-hoc reporting has been set up to actively manage the success of the campaign.
By introducing DYMATRIX Marketing Automation, marketing processes can be optimised, automated and strategically aligned across the board. Sales is actively integrated into campaign management, which not only enables successful customer dialogue, but also efficient customer care. Campaign successes can be measured directly and special reporting on the status of appointments gives everyone involved a transparent overview at all times.