Nanda Nottelman-de Bruijn from Zwitserleven tells
MAKING PENSIONS AND INSURANCE MANAGEABLE WITH INTERACTIVE VIDEOS
The partnership between Athora and Dialog Group has a long history. It began with SNS, which was later acquired by Vivat. Now Vivat continues under the Athora banner, under which the Reaal and Zwitserleven labels fall.
Nanda Nottelman-de Bruijn works as a product manager at Zwitserleven and is the first person to deploy interactive videos in collaboration with Dialog Group.
You first worked as a product market manager at Reaal. During that time you initiated the use of interactive videos and developed them together with Dialog Group.
Nanda: “That’s right. It is becoming increasingly difficult to get people moving in the traditional way, for example through a letter. That’s partly why we deployed a total of four personalized, interactive videos. One of these was the next-of-kin check (the video in the example is in Dutch). With this check, customers can check what the financial risks are when their partner dies. The system behind the video must be able to calculate with real-time data. What if someone indicates a certain family situation, what information and questions should follow? We have presented your colleague Jorgos with considerable challenges, haha.”
We have been working together for several years now. How do you experience the collaboration?
“I think it’s a very nice collaboration. Dialog Group is an organization with direct lines. I have fixed points of contact and the contact is low-threshold and personal.”
Back to the next-of-kin check. What did you gain from this video?
“People don’t usually take out an insurance policy right away; they think about it for a bit longer. So as an insurer it is important that someone keeps thinking of you. Last year, when corona was introduced, we noticed that the number of people who viewed the next-of-kin check increased. While we didn’t bring it to people’s attention again at that time. I think you are on top of mind again because you have shared relevant, person-centered information before.”
In addition to the personalized, interactive videos, you still send letters by mail.
“Yes, there are many legal rules governing insurance about communications and that is often still traditionally in a letter. That doesn’t mean we always send those letters by post. Many customers have given us permission to communicate with them digitally. We then send an e-mail notification that mail is ready for the customer in MijnReaal or Mijn Zwitserleven. This way, customers can easily find all information in one place and we also save a lot of paper. And that’s good for the environment.”
“With the right systems, data and support, you can communicate with your client in a much more targeted way.”
What do you personally want to achieve in the next two years when it comes to customer interaction?
“I made the switch from insurance to pensions. Pensions have a dusty image. Many people don’t look into them and don’t know how it works. But there’s a new pension law coming up that expects you to start thinking about your pension. Look, it’s never going to be a fun subject, but it can be made a lot more accessible by making a digitization move.”
Can you elaborate on that?
“What I actually want to say with this is that organizations can communicate more specifically on the basis of complex data per person. You can take many factors into account in your customer interaction. What is that person’s level of education, does he or she keep the records at home or is that done by someone else? With the right systems, data and support you can communicate much more specifically. That is more pleasant for the customer and good for the organization.”
Nanda Nottelman-de Bruijn
Productmanager at Zwitserleven
Find the right balance between efficiency, accessibility, and human contact in your channel strategy
A successful channel strategy requires a balance between efficiency, accessibility, and human contact. Excessive channel steering can lead to customer frustration and loss, while listening to customer needs and providing diverse channels enhances customer satisfaction and creates a positive brand experience.
A well thought out and effective channel strategy can make the difference between satisfied customers and customers going to competitors. Let's look at the importance of a proper channel strategy in serving your customers in the best way possible.
Aspire CEO Kaspar Roos on improving customer experience, managing digital transformation and the future of artificial intelligence
Kaspar is the CEO and founder of Aspire, a consulting firm specializing in Customer Communications Management and Customer Experience Management. Dialog Group and Kaspar have the same mission: to help companies with their digital transformation to improve the customer experience company-wide.