nib health fund has added a personal touch to welcoming new health fund members – a video welcome from brand ambassador Paul “The Chief” Harragon.
It is all about customer experience (CX) and “onboarding” new health insurance customers. nib, which started life in 1952 as Newcastle Industrial Benefits for BHP steelworkers has collaborated with personalised video specialists Smart Video to ensure that new members are welcomed, informed, and engaged.
It is called “video CX,” said nib group executive, Australian resident’s health insurance, Rhod McKensey. "At nib, we put the customer at the heart of everything we do. As part of this, we are continually looking for ways to improve the customer experience such as using new technology to speak to our customers in a way that surprises and delights them
"These videos are a great example of this innovative - thinking. We are making it easier for customers to understand their policy by providing this content in an engaging, simple format personalised to each individual," he added.
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The videos are sent to customers as part of their welcome - emailed within 30 minutes of completing membership online. The videos are also streamed live within seconds of the customer hitting the “play” button with the creation of each video triggered by a data file.
Smart Video Australia Co-Founder Francoise Gelbard, said, “The platform combines data, personalisation and video to create an incredibly compelling and effective piece of communication. As marketing - automation migrates customers into increasingly online-based interactions, our real-time data-driven customer experience video communication platform allows companies to retain a personalised engagement. Near-instant personalised video show on average a 300% lift in engagement. This is imperative for customer-centric organisations.”
The system offers the potential to fundamentally transform nib's ability to interact with members across the customer lifecycle - from the acquisition, through to onboarding, to retention and even claims - processing.
"This technology allows us to communicate what can be complex information in a simple way that can be easily understood. It is a great tool we believe can be replicated across other key customer moments of truth such as explaining the going - to - hospital process," McKensey said.