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Mornay Services adds personalized avatars to itscross-channel marketing strategy - increasingsales conversion rates by 300 percent Customer name: Mornay ServicesIndustry: Financial ServicesMornay Services, a subsidiary of the Groupe Mornay retirement fund, offers Business Need: Integrate existing,individual accident and health insurance as well as savings and credit products. traditional communications chan-nels (direct mail, email, call center)Operating a direct sales model, Mornay Services boasts a portfolio of 200,000 with 'Julie' a web-based virtualrepeat customers and a database of one million potential customers. and proactive customer relation-ship advisor or avatar
The move toward cross-channel www.vitaesante.fr. It wanted the channel "Our aim is to developmarketing automation to be as human and personalized as relationships based onIn 2008, Mornay Services implemented the call center, while in fact, beingthe Neolane marketing automation automated. confidence and intimacyplatform to run one-to-one personalized with each of our existingcampaigns across its three main commu- 'Julie,' a technology provided by thenication channels - direct mail, email H-care company, was integrated with the customers and prospects
and call center. The company's goal was Neolane cross-channel platform to go during each contact,to break free from its previous siloed beyond the simple function of answering whichever channel theyapproach to marketing, and to deploy an questions and move towards real, proac- use. Neolane helps usagile, personalized customer marketing tive and individual dialogs with cus-strategy that would set it apart from tomers and prospects. So when potential achieve that goal."Hervé Bonnier,competitors in the financial services sec- or existing customers visit its website,tor. The Neolane solution was selected they are identified and 'Julie' can offer Executive Director,Mornay Servicesfor its capacity to coordinate campaigns personalized assistance matched to theacross all channels, to personalize each customer's profile. By interacting withmessage, as well as its ability to auto- the information contained in the consoli- OBJECTIVESmate sales and prospecting processes. dated Neolane datamart, 'Julie' can alsoremind customers of targeted offers sent .Extend personalized customer"Our aim is to develop relationships by direct mail or email and support them experiences to a new digitalbased on confidence and intimacy with in the decision-making and buying dimension while supportingconsistent, seamless cross-each of our existing customers and process. channel conversationsprospects during each contact, whicheverchannel they use. Neolane helps us To prove the effectiveness of this system, .Support positive customerachieve that goal," explained Hervé Mornay Services compared the sales interactions with the companyand improve brand loyaltyBonnier, executive director of Mornay indicators for a cross-channel campaignServices. "This means being able to with those for the same campaign .Boost sales and increasemarketing ROIcommunicate with clients in a personal- using the previous, siloed multi-channelized and coherent manner across all approach. To start, the target population, RESULTSchannels, whether the contact was initiat- selected using the same criteria, was .In trials, insurance sales conver-ed by Mornay Services or the customer." divided into two parts. The first half of sion rates increased by 50 percentthe population was exposed to a multi- just by switching from multi-The addition of 'Julie' channel campaign. A Vitaé Santé direct channel to cross-channel. And byresponse letter including an offer was 300 percent where customersIn 2009, Mornay Services was looking interacted with 'Julie'sent out inviting customers to returnto offer its customers an additional the attached response coupon, call the Improved cross-sell and up-sellchannel for interaction. It added a virtual .company or visit www.vitaesante.fr to opportunities and resultscustomer relationship advisor (avatar) receive a personalized Vitaé Santé .Positive reception by the majoritynamed 'Julie' to its website, application form. of customers to 'Julie' and theway offers are presentedAmong customers who interacted with the avatar, the number ofrequested applications increased by 75 percent and the net salesconversion rate increased by 300 percent.
The second half of the population was "Julie also created a boosting effect.exposed to a c... [download for more]
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