DATA-DRIVEN PERSONALIZATION:
Mutual of Enumclaw, with partner SundaySky

Insurance provider Mutual of Enumclaw wanted to elevate its level of customer service. The company chose to transform its member experience by using personalized video at two key touch points in the customer lifecycle: to welcome new policyholders and to engage existing policyholders as they come up for renewal.

The goals of the program are to emphasize the company’s customer service, educate customers about their policy, encourage policy renewal, and promote available digital services and tools. Mutual of Enumclaw partnered with SundaySky and employed its SmartVideo technology to provide more engaging customer communications.

Each customer receives a video via email that welcomes them by name and is personalized according to his insurance agent, policy details, payment information, and whether they are enrolled in value-added services such as paperless billing or autopay.

The videos point customers to digital services they aren’t taking advantage of, such as online account management, autopay and paperless billing.

To support the SmartVideo initiative, a new position responsible for strategic corporate initiatives was created (reporting directly to the CEO), and a new process for gathering and communicating customer data was developed.

Because the initiative requires use of customer data, Mutual of Enumclaw’s data warehouse team collected data from various siloed systems, including the policy administration system, quoting application, policyholder website, billing systems, etc. A central repository was created so data such as policyholder demographics, billing information and preferences, website activity and specific policy data could be seamlessly analyzed and eventually communicated to customers through the personalized videos.

Videos are generated at the moment a viewer clicks play, ensuring the most recent and relevant customer data is featured. A viewer survey is included at the end of each video, so Mutual of Enumclaw can continually monitor viewer feedback. All viewer actions and behaviors are tracked and analyzed in real time.

Several metrics are used to measure the success of this program:
87% of customers view their videos and 72.5% view the entire video. The clickthrough rate to take advantage of additional services like autopay or a mobile app is 19.5%. Brand sentiment metrics have also been favorable: 88% of viewers found the video to be helpful, and 65% said the video provided new information.