Triple S Vida Customer Conservation Case Study
Enhancing Engagement and Retention through Digital Marketing and
Salesforce Marketing Cloud
Type
Digital Marketing, Customer Retention and Salesforce Marketing Cloud – Insurance
Challenge:
Triple-S Vida, a leading life insurance company in Puerto Rico, faced low engagement levels with its customers. Previously, communications were largely operational, limited to notifications about unprocessed payments or impending policy cancellations. In a highly competitive market, rival firms actively persuaded customers to switch providers. Recognizing the need for proactive engagement, Triple-S Vida aimed to strengthen customer relationships and improve retention.
Solution:
Use a solution built on the Salesforce platform to engage and retain customers with automated communications
Cobalto recommended Salesforce Marketing Cloud (SFMC) to facilitate interactive customer journeys that employed trigger-based business rules to send personalized messages via email or SMS. Campaigns were designed for customers meeting specific criteria, with custom content tailored to different products. For instance, a customer with two years of cancer insurance received different content from those with over three years.
The system utilized dynamic data fields to customize messages based on individual customer data, enhancing the engagement and personalization of each interaction. Real-time integrations between Salesforce and external systems such as a satisfaction survey service, an SMS service and Triple-S Vida’s insurance and customer mobile app systems were also implemented.
Cobalto also designed and implemented reusable and mobile-friendly email templates using Marketing Cloud’s Content Builder.
Custom Content
Custom content is used, including copy and graphics, for specific customers’ policies. For example, a cancer insurance customer with 2 years with his policy will receive different benefit content than those that have over 3 years with their policy.
Personalization
Dynamic data fields are used to personalize messages per data associated with the individual, creating a more engaging and personalized experience.
Result:
Increase in engaged customers and no need for additional personnel to manage communications.
