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Social Media Case Study : Max Bupa "Get Help "
India’s premier health insurance company, Max Bupa now services hundreds of customers daily using its Facebook engagement platform – Get Help. Get Help is one of a kind customer service platform which helps users to get services at their fingertips right from Facebook.
Social Media Case Study : Max Bupa "Get Help "
- 1. Social Media CaseStudy by Iffort
- 2. Introduction • India’s premierhealth insurance company, Max Bupa now services hundreds of customers daily using its Facebook engagement platform – Get Help. • Get Help is one of a kind customer service platform which helps users to get services at their fingertips right from Facebook. • Through this initiative, Iffort has helped Max Bupa to take the lead to transform the perception of insurance as a complex product by using the most interactive social media platform to drive conversations on the category.
- 3. Objective • Max Bupahas always been committed to deliver quality health insurance to our customers. • We wanted to take this a step further and use Facebook to transform the consumer perception of insurance as a complex product & drive conversations on the category. • We helped Max Bupa to connect with existing customers and acquire new ones in a place where they already spend a lot of time.
- 4. Solution • Get Help,developed by Iffort for Max Bupa is a first of its kind engagement platform by an Indian health insurance company on Facebook that enables customers to buy a health policy from their Facebook account, interact and share their experience with Max Bupa and also get instant customer service at their convenience from anywhere, anytime.
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- 6. App Walkthrough –Main Dashboard The main application dashboard which serves as the landing page for the various services.
- 7. App Walkthrough –Buy a Policy • When a customer wants to Buy a Policy and needs a call back, he can submit his details here and he receives a call within 60 seconds.
- 8. App Walkthrough –Complaints & Compliments • In case a customer has a claim grievance he can reach out and get a quick resolution of their complaint. • This helps in not only reducing the queries on the Facebook wall but also a quick action can be taken since the complaints shared here are sent directly to the support team.
- 9. App Walkthrough –Hospital Locator • While taking a planned hospitalization it becomes vital for customers to check out the hospitals which are covered in their policy. • Using the hospital locator the customers can easily search and choose for their preferred network hospital.
- 10. App Walkthrough –Refer a Friend • Using this feature customers can recommend Max Bupa to their Facebook friends. • This helps in creative positive word of mouth for the brand.
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- 12. Launch Campaign • Weplanned a unique launch of the product both online and offline. • Since the main objective of the application was to showcase the ease of connecting with Max Bupa, the communication theme for the launch campaign was chosen as "More Reasons to Like Us" • We engaged with our customers in a number of ways to inform about Get Help and drive them to the application to spread the awareness.
- 13. Pre-buzz around popularSocial Media Lingo
- 14. Pre-buzz around popularSocial Media Lingo
- 15. Launch of theSocial Dashboard
- 16. Engagement to promotethe Social Dashboard. • We engaged with the Facebook community with some games on the Facebook wall. • We also ran a Twitter promotions #TheGetHelpQuiz where we engaged with users about the various features.
- 17. Creatives to promotethe Social Dashboard. • We showcased the different features of Get Help using creatives which used social media lingo.
- 18. Creatives to promotethe Social Dashboard. • Danglers, Standees & Tabletops were used on location to promote Get Help and drive people to the Max Bupa Facebook Page.
- 19. Danglers were usedto drive people to the Max Bupa Facebook Page.
- 20. Outcome: Happier Customers •Increase in positive conversations with complaints decreasing by more than 60%. • The application serves to 1,60,000 fan-base of Max Bupa. • More than 1200 customers accessed and availed the services from Get Help. • Turn around time has decreased by 50% since the steps to reach out to the customer support were decreased.
- 21. Outcome: Happier Customers “Igot an immediate response after complaining on Get Help and claim was received promptly. I would like to record my appreciation for Max Bupa's swift action.” Kumar Sunkara “I admire health insurance services provided by Max Bupa” Satpriya Swain “Good company good products good service” Navin Dhawan “One of our friend met with an accident was admitted in Kerala he got cashless approval for 2 lakh was paid by Max Bupa directly to hospital unbelievable experience.” Surendra Shetty
- 22. Get Help inNews http://www.fintiger.com/india/ max-bupa-launches-get-helpinitiative-on-facebook-41.php http://www.mxmindia.com/2013/06/maxbupa-signs-on-customers-via-facebook/
- 23. Thank You Visitus at www.iffort.com For Business queries: Daksh Sharma : +91-9891700977 Sunny Jindal : +91-9818745081