As health insurance customers in Germany can change their provider every 18 months, the health insurance market is subject to fierce competition. A modern and individualized customer approach and fast service make a significant contribution to improving member acquisition and retaining customer loyalty.
With around six million policyholders, DAK-Gesundheit is one of Germany's leading health insurers. It was using an outdated system to manage its traditional campaigns and often had to manage existing customer data manually. This led to obstacles, considerable delays and churn. Sending a health insurance card for a new customer alone took up to 23 days.
The health insurance company decided to implement the Pega platform in combination with Pega Marketing and the Customer Decision Hub.
The Pega Customer Decision Hub solution is able to produce predictive analyses from existing data. The artificial intelligence-based system links internal data with the member's real-time interactions, such as internet searches or credit card transactions, and thus filters out the member's wishes and interests. In this way, Pega can provide DAK sales staff with individual recommendations with tailor-made offers for each member.
A new member registers within one day and receives the DAK reply letter on the same day.
DAK-Gesundheit reduced the registration process for new customers, including sending the health insurance card, to just 3 days. At the same time, the health insurance company uses Pega Marketing to implement campaigns more flexibly and quickly, laying the foundation for a customer-centric approach that significantly minimizes the risk of churn.
