How video is helping this insurer deliver on engagement

Employers Mutual Limited shares how multimedia is helping to lift customer engagement

It’s not always possible for a brand to provide personalised contact through every engagement with a customer. But for workplace injury insurance provider, Employers Mutual Limited (EML), it may have found the next best thing.

EML has been helping Australians get back on their feet after workplace injuries for more than 100 years. But for the many of the employers it assists, the first time they interact with the company is when they are making a claim.

According to EML customer experience manager, Helene Swindells, while her company works hard to guide claimants, it still requires them absorbing a lot of complex information at the start of the claim process.

“Historically, a lot of that information has been given over the phone, or in letters or booklets,” Swindells says. “One of the bits of feedback that consistently comes through is the complexity and the jargon in the industry, so we were really looking at ways that we would provide that information in a much more digestible format.”

The solution was video, in the form of Pitney Bowes’ EngageOne Video platform. Swindells says she was drawn to EngageOne’s ability to provide personalised interactive information paths for individual claimants, allowing them to quickly find the information which was relevant to their questions.

“Because there was so much information that we wanted to give people, being able to let people pick and choose what they wanted to watch when they wanted to watch it was important,” she says.

EML first began seeking a video platform in mid-2016, and signed on with Pitney Bowes in March, followed by a six-month development period.

“We have only been going for a couple of weeks, but the feedback has been really positive,” Swindells says. “We have had workers come back to us and say the video has really explained everything to them, and they felt they haven’t had to ask so many questions about the process of their claim.

“And that is really great, because what it means is the follow-up discussion can be far more meaningful and tailored to talking about their recovery and return to work, rather than explaining what steps that they need to understand.”

Analytics within the platform also inform EML as to how well individual videos are performing. While the early feedback is encouraging, EML will eventually measure the response to EngageOne through its customer satisfaction surveys.

“We are hoping this is a starting point not only for us but for the industry, because there are lot of interactions through the life of a worker’s compensation claim that would probably benefit from this, where we have to give quite a bit of information all at once,” Swindells says.

Pitney Bowes Software Solutions MD A/NZ, Nigel Lester, says his company worked closely with EML to run customer engagement workshops to understand the workflows with EML.

“Then it is really about designing the storyboard and working with the creative team in building that content,” he says. “Having the interaction points at the right time inside the video, for the right content, really drives that engagement level up.”

Lester notes more and more industries are trying to engage with their customers, where maybe they don’t get as much opportunity to engage in a one-on-one or interactive way, like the superannuation industry.

“Data-driven video that can be really specific is a great way of engaging when you only get a limited amount of times to engage,” he adds.

Check out 5 other brands ramping up their customer engagement strategy:

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

How to become the customer experience custodian

The number one objective enterprises give for embarking on a digital transformation is to improve customer experiences with new engagement models, according to IDC’s 2017 global study.

Fear not: It's only a robot

Every time I pass through the automated border controls at the Sydney airport I walk away with a feeling of exasperation on the one hand and relief on the other. Exasperation, because the face recognition technology inevitably always fails to recognise me. Relief, because we seem to be safely years away from the Orwellian reality of states controlling every aspect of our lives; something the media is keenly warning us against each day.

Dan Kalinski

CEO, iProspect Australia and New Zealand

To DMP or not to DMP?

There are plenty of brands that can benefit from plugging into a data management platform. But should you engage an agency to run one or bring it in-house?

Ben Willee and Richard Taylor

Spinach Advertising

I worked at Momentum when the transformation started way back in 2013 (not 2015 as stated in the article). It was a painfully slow and co...

Jay

How Momentum Energy has transformed its entire business to be customer-led

Read more

Another buzzword thoughtlessly latched onto, without any thought for the implications on the organisations that have to lumber through th...

Tired

Rolling out agile marketing at Deakin

Read more

Useful., also don’t miss out on these 5 features of Adobe Experience Cloud - Visit here > http://www.softcrylic.com/b...

Sunil Joseph

Adobe debuts Advertising Cloud, Experience Cloud

Read more

the systems that run these things are teachable just like a car, theres stuff still yet to come out to bring up the automation grade, b...

Magnus Robert Carl Wootton

Fear not: It's only a robot - Big data delivery - CMO Australia

Read more

Marin Software’s digital marketing solution as a short way of streamlining and finding a scalable solution...

Al Drazhev

How BizCover is boosting search advertising success

Read more

Latest Podcast

More podcasts

Sign in