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Digital Marketing

Tai­lor-made cus­tomer jour­neys lead con­sumers to spend 70% more time on Dutch insur­ance company’s website

Few indus­tries are quite as tra­di­tion­al as finance. But Dutch insur­ance com­pa­ny Loy­alis knew that to con­nect with mod­ern audi­ences required a new dig­i­tal strat­e­gy that approached cus­tomers with a per­son­al touch. To do that, the com­pa­ny need­ed to gain insights into how its cus­tomers inter­act with its dig­i­tal touch­points and use that infor­ma­tion to man­age cross-chan­nel mar­ket­ing campaigns.

Loy­alis found what it was look­ing for in Adobe Mar­ket­ing Cloud. The Adobe Cam­paign, Adobe Ana­lyt­ics, and Adobe Tar­get solu­tions work togeth­er to ana­lyze cus­tomer behav­iors and man­age email and adver­tis­ing cam­paigns, web­site expe­ri­ences, and cus­tomer ser­vice from a sin­gle inter­face. The inte­grat­ed solu­tions help Loy­alis take a holis­tic approach to cus­tomers, using insights from mul­ti­ple sources to learn more about what cus­tomers want.

A bet­ter under­stand­ing of cus­tomer pref­er­ences helps Loy­alis cre­ate tai­lor-made cus­tomer jour­neys for every web­site vis­i­tor that tru­ly address their needs. When peo­ple down­load a whitepa­per, Loy­alis can fol­low up that inter­ac­tion with an email based on a sim­i­lar top­ic to cre­ate com­mu­ni­ca­tions that bet­ter res­onate with customers.

Our con­ver­sion rate went up and our time-on-site increased by more than 70%,” says Jerome Nico­laes, On-Line Con­sul­tant at Loy­alis. “Peo­ple were inter­act­ing with our con­tent because it’s real­ly fine-tuned to their needs.”

Digital Marketing

Posted on 02-26-2017

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