Customer 360° for a Global Travel Insurance Company
Using Salesforce Marketing Cloud, we enabled personalized, time-driven journeys for Seven Corners' customers, resulting in better customer engagement, higher satisfaction, and growth in revenue.
Seven Corners, Inc. is an innovative and service focused international travel insurance and specialty benefits management company. Over the past 25 years, their mission has been to protect travelers while building loyal customers, inspiring their team members and driving value for their partners. Seven Corners uses email marketing and nurture campaigns to inform customers of their insurance plans as well as targeting customers with specific offers. In order to enhance their customers' experience while purchasing travel insurance, they wanted dynamic and customer-specific content in their emails.
Challenge
The use of ‘Classic Content’ tool in Salesforce was an outdated technology stack and did not provide an easy way to customize email templates. Over the years, this tool had been heavily customized to drive dynamic emails. A 360-degree view of the customer was not available and data from the homegrown CRM has to be pre-processed and therefore provided an offline view which made it difficult for targeted outbound communication.
Solution
Accellor, through use of Salesforce Marketing Cloud enabled a new experience for Seven Corners’ customers by creating personalized, time driven journeys. This new experience has been effective and has resulted in better customer engagement, higher satisfaction and growth in revenue.
The upgraded Marketing Cloud solution from Salesforce introduced a new tool, Content Builder. Using this new tool, dynamic, reusable content can be designed to build custom email templates. Existing email templates were redesigned into dynamic ones, which were product-oriented and customer-specific. This eliminated the heavy customization and provided a more manageable and easier to maintain email marketing framework. In order to get a true 360-degree view of the customers, Accellor used Marketing Cloud Connect, a tool to connect and source customer data from Marketing Cloud and Sales/Service Clouds. Lifecycle Journeys for policies and customers were built-in and the customer data was queried and filtered to send personalized emails in real time with a comprehensive view of travel insurance policy journey.
Testimonial
"PopcornApps (now Accellor) ramped up quickly on understanding our business needs and go-to-market strategy and was able to efficiently help us design several impactful customer nurture journeys along with building a solid foundation for future email acquisition strategies."
Impact
Customers who purchased travel insurance from Seven Corners now receive relevant, informative and interactive emails at the appropriate time during their travel insurance policy lifecycle. Responsive journeys have enhanced customer experience through Marketing Cloud. This will continue to drive business growth for Seven Corners.
