Type of project: Brand Activation
Tools: Customer Data Platform
Objectives: #Retenion #Cross-selling #DataBaseEnrichment
Chubb is the world’s largest non-life insurance company in terms of market capitalisation. It operates in 54 countries and offers insurance solutions for businesses of all sizes, professionals and families. The project, which is being renewed for the fifth year running, confirms Advice as Chubb’s strategic partner for the development of its digital loyalty strategy. Chubb wants to have direct knowledge of its customers since its products in Italy are sold through third-party partners. Chubb’s objective is to steer its policyholders along a loyalty path that supports the engagement of new customers and retention over time, by starting a two-way dialogue.
“La sicurezza ti premia” (Security pays) is a loyalty programme created with Progress Marketing logic that enables Chubb to establish a constant dialogue with its customers. The project is based on policyholders playing their policy numbers to access a dedicated area offering prizes and new opportunities. The strategy involves all the brand’s touch points. Customers are engaged on multiple channels, via text messages and the internet, in their quest to win the instant draw. From that moment they continue to dialogue with the brand in a gamification process through which they can progress along their collection pathways by means of virtuous actions, including surveys, member-get-member actions and the use of dedicated content on Chubb’s blog.
The heart of the project is the Customer Data Platform through which Chubb can map user behaviour in real time and monitor performance trends. The CDP returns an up-to-date cluster analysis that can highlight user migrations between the various customer clusters and identify zone alerts where action may be needed to support retention.
The use of the CDP enables Chubb to enrich its database with useful behavioural information so as to be able to plan targeted communications aimed at renewing and cross-selling new Chubb products.