Gibraltar-based financial services organisation World Wide Internet Insurance Services (WWIIS), which provides travel insurance among other services, has entered into a partnership with Leeds, UK-based Force24 to implement a new multi-channel marketing strategy.
WWIIS, which has covered over four million travellers through its CoverForYou, Cedar Tree and Outbacker travel insurance brands, has decided that due to the competitive nature of the marketplace, boosting and retaining customer loyalty should be the key pillar of a marketing strategy. As a result, it has opted to invest in automation technology that will enable it to converse with customers in a personalised, individual manner via SMS and email. It will also be introducing a points-based system (based on policy purchases, among other things) that can be swapped for discounts in the future.
“This degree of multichannel integration was not previously possible with our old automation system,” said Tom Dean, Head of Marketing at WWIS. “But Force24 will enable us to take normal lifecycle campaigns to the next level, by delivering the right upsell to the right people at the right time. From multi-trip policies to gadget cover and anniversary purchases, everything will be far more targeted and streamlined.”
A key aim, Dean said, is to boots customer satisfaction at the same time, positively impacting consumer loyalty: “Simple ‘welcome home’ messages will now be enhanced to explain what to do if the customer needs to make a claim for instance – we’re making everything incredibly straightforward and hopefully shining a better light on the insurance industry too.”