Medibank has upgraded its buyer knowledge basis to permit it to reply contextually in “near real-time” in situations comparable to if the shopper is exploring cancelling their membership.
Medibank’s Leah Cassidy (centre) and Jon Goh (proper).
The new knowledge basis, Salesforce Data Cloud, can be enabling the well being insurer’s entrepreneurs to “orchestrate connected customer experiences” throughout engagement channels, in line with orchestration lead Leah Cassidy.
Data Cloud acts as a kind of customer data platform that may work with Salesforce knowledge, in addition to knowledge saved in third-party programs, to assist with buyer personalisation throughout channels.
It has makes use of each by the advertising division in addition to by different capabilities inside Medibank.
Medibank has used Salesforce expertise for greater than a decade.
Head of selling expertise and orchestration Jon Goh mentioned Data Cloud “is the promise of where the Salesforce technology is headed”.
“It is at the centre of our marketing stack and marketing engine room,” he instructed a Salesforce Agentforce convention in Sydney. “Our marketers are able to see that single view of marketing.”
Medibank first adopted Salesforce’s Marketing Cloud to make member experiences extra personalised a number of years in the past.
According to Cassidy, the mix of Data Cloud and Marketing Cloud offers “enriched context” that allows “real-time” buyer interplay.
Moreover, it has began to underpin and allow extra refined digital advertising efforts.
“Data Cloud is our foundation for being able to orchestrate connected customer experiences,” Cassidy mentioned.
“Today, we nonetheless are considerably centered on delivering campaigns and we do personalise throughout channels, however it’s not at all times constant.
“Data Cloud is actually allowing us to shift our focus to delivering experiences. [What] is particularly powerful for our marketers is the insights it gives us into our marketing segmentation and our audiences. And this means that the marketers can use these insights to optimise existing experiences or build new ones.”
Additionally, the platform permits Medibank to create a “unified” buyer profile that mixes offline knowledge with prospects’ on-line behaviour.
This, Cassidy defined, can be utilized to behave if a buyer has, for instance, seemed on the ‘cancel my membership’ web page on Medibank’s web site.
“We can overlay this data with the members’ marketing segment in Data Cloud,” she mentioned, including that this helped the corporate converse to the shopper based mostly on their age, stage of life and different elements which may be pertinent in convincing them to remain.
Cassidy additionally mentioned that current members that browsed different insurance coverage merchandise however didn’t buy may very well be “proactively retargeted” utilizing that mixed context from Data Cloud, assuming the member had consented to such contact.
