Inspire customers, step by step
Baloise Insurance plans to introduce BSI Studio. What experiences could be created using the marketing automation platform? Flavia Schmidlin-Buser, Project Manager Omnichannel Campaign Management at Baloise and involved in customer management, sales & marketing provides insight in the BSI Studio trailer.
Flavia Schmidlin-Buser, Project Manager Omnichannel Campaign Management at Baloise Insurance.
Flavia, Baloise is among the pioneers in the areas of customer experience and touchpoint management in Switzerland. Now you are again among the first to take the customer experience into a new era – with BSI Studio. In which context does the marketing automation platform benefit you?
We intend to use BSI Studio for interaction measures with existing customers. Our goals are customers who are even more satisfied, customer loyalty that is stronger still and needs-based cross-selling and upselling. We launched a pilot phase in March to find out whether BSI Studio meets our requirements and can optimally help us meet these goals. It will run through the end of August 2019.
The topics of customer loyalty, customer journey and customer experience are not fundamentally new to Baloise. How did you previously deal with these areas of activity?
We used to handle this with lots of manual steps involving various teams. This way of working, however, delivered neither the level of efficiency nor effectiveness that we were looking for.
“Our goals are customers who are even more satisfied, customer loyalty that is stronger still and needs-based cross-selling and upselling.”
Flavia Schmidlin-BuserProject Manager at Baloise Insurance
What advantages does BSI Studio offer you?
Continuous automation of customer interaction measures and empowering through features such as enabling a team to send its own e-mails and to build small landing pages. With automation, we hope to be able to trigger customer interaction at precisely the right time for customers, individually and potentially every day. We used to have to set a time when something was to be sent. BSI Studio also offers us the ability to clearly depict complex customer interaction procedures with different target groups. This facilitates internal communication and helps us avoid errors and bad decisions.
What other objectives are you aiming for with BSI Studio?
We are looking to conduct more targeted customer interaction measures. As much as possible at the right moment for the recipient so as to provide greater relevance and perception by the customer. This requires automation of the processes, along with an individual approach.
What do you like most about BSI Studio?
I anticipate that with BSI Studio we will be able to clearly design and automate customer interaction measures, which for us is a big step in the direction of trigger-based marketing. We are currently working with BSI to optimize our management of campaigns and content.
Can you describe an experience that your customers could have in the future?
The customer should not notice that we are working with BSI Studio. He or she should simply be approached with the right content at the right time through the right channel. BSI Studio serves as useful tool on the way to realizing this vision.