EngageOne Video User Group Roundtable
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Join us virtually for our EngageOne Video User Group Roundtable to learn how video-powered experiences transform key moments across customer journeys and make a measurable impact to your business. Watch on-demand our EngageOne Video User Group Roundtable: We want you to get the most out of your Video experiences – that’s why we’ve brought together a small group of customers to participate in this exclusive event. This user group will allow you the opportunity to hear from other users, learn how they’ve measured success and dealt with any challenges. Why register? Learn from the leaders and EngageOne Video experts from different industries, who are at the forefront of data-driven marketing and Customer Experience strategies.
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EngageOne Video User Group Roundtable
- 1. EngageOne Video User Group Roundtable
- 2. Agenda 2 • Opening remarks and research - Greg van den Heuvel, EVP & GM • Case studies: • American Family – Melissa Godboldt, Assoc. Experience Owner • Blue Shield of California – Lori Mazurek, Marketing Strategist & Liz Scarborough, Sr. Marketing Manager • Security First Insurance – Marissa Buckley, VP of Marketing and Brand Experience • Moderated roundtable questions – Lisa Sutrick • Closing
- 3. Greg van den Heuvel, EVP & GM, CES
- 4. “93% of Senior Management say great customer experience is critical to their success.” “CX Goes Mainstream” – UserTesting, Feb 2018 ”70% of CX initiatives are not successful… undifferentiated, unclear ROI.” “An Inconvenient Truth” – CustomerThink, Feb 2018 “Customers expect better, more personalized experiences.” “Elevating the Customer Experience” – DMA, Winterberry & Precisely – April 2018 If a picture paints a thousand words, then 1 minute of video is worth 3.6 million words! - at 60 frames per second By 2022 video will account for 82% of all internet traffic. – Cisco 97% of marketers say that videos help customers understand products and offers better than any other medium. – Hubspot 90% of consumers claim that video will help and influence them in making a purchasing decision. – Social Media Today
- 5. COVID has forced a permanent digital shift in CX 5
- 6. Disruption in the customer journey 6
- 7. Customers are embracing the digital shift 7
- 8. Channels on the upswing 8
- 9. EngageOne Video – Measurable ROI Those using the EngageOne Video platform to communicate with their customers are seeing impressive results in a variety of industry verticals and use cases. 12% increase in retention among customers who have viewed their videos. 84% of customers said they better understand our services after seeing their videos. 74% of customers feel that we care about them. 55% of viewers contacted us after watching their personalised videos. 76% of customers were highly engaged with our message for over 4 minutes. 6x Return on Investment within the first 6 months. 9
- 10. Policy Renewal Insurance Claims Plan Comparison Product Education Policy Coverage Customer On-boarding EngageOne Video 1 Industry 6 Use Cases 1 Technology 10
- 11. 11 Personalization is powerful Brands that create personalized experiences benefit from an increase in revenues from between 6% to 10% —two to three times faster than brands that don’t.
- 12. Case study: 12
- 13. 13 American Family Insurance Pe rsona l ize d We l come Vi de o Fe b ru a ry 9, 2021
- 14. Agenda • About Us • Project Background • Approach • Enhancements • Metrics • Future Roadmap
- 15. About Us Melissa Godboldt Targeted Marketing Strategy Team Responsible for developing and implementing customer onboarding and adoption experiences Personal and business lines insurance company founded in the 1920s. Headquartered in Madison, WI and operating in 19 states.
- 16. Background Personalized Welcome Video 24-48 hours after a customer purchases a new policy, they receive an interactive welcome video Goals • Provide a high-level personalized policy review • Equip the customer with tools to manage their policy online • Increase the likelihood the household is retained and expanded Challenges • Decreased viewership and engagement • Significant drop-off during initial video scenes • Out of date user experience
- 17. Approach Gather Insights • Consumer Insights Research • Agent Feedback • Customer Feedback Define Success Metrics • Collect Baseline Data • Collaborate on Targets Engage with Team • Statement of Work • Process Alignment • Create Backlog • Prioritize Enhancements • Project Kickoff Develop, Test & Release • Content & Creative Approval • Video Development • UAT • Communication Plan Iterate • User Testing • Prioritize Future Enhancements Measure Performance • Results vs. Baseline and Targets • Stakeholder Share-out Create Business Case • Precisely Video Review • Validate Recommendations
- 18. 1. Explain policy coverage • Align coverage explanation content to existing ‘customer friendly’ coverage documentation mailed to customers • Improve the value of the service and encourage deeper engagement and viewership 2. Optimize for mobile • The video is ‘king’, with maximum real estate for the video and responsiveness on all viewer devices 3. Improve navigational user experience • Remove legacy components and update creative to reflect branding guidelines Enhancements
- 19. Policy Coverage
- 23. Metric Baseline Target Actual % Change from Baseline Total Video Plays 83.1% 85.0% 66.4% -21.6% Total Video Completes 22.2% 25.0% 41.4% +16.4% Repeat Users 16.5% 18.0% 19.4% +2.9% My Account Interactions 1,253 1,500 1,787 +42.6% Time on Page 1 min, 57 sec 2 min, 15 sec 2 min, 47 sec +42.7% Elapsed Viewing Time 1 min, 22 sec 1 min, 35 sec 2 min, 29 sec +81.7% 16 Video Performance Metrics Baseline: Data from July 1, 2019-December 31, 2019 Actual: Data from July 1, 2020-December 31, 2020
- 24. Metric- Initial Email Baseline Actual % Change from Baseline Open Rate 53.1% 54.9% +1.8% Click Through Rate 18.2% 19.0% +0.8% Unsubscribe Rate 0.1% 0.1% +0.0% Metric- Reminder Email Baseline Actual % Change from Baseline Open Rate 24.2% 24.8% +0.6% Click Through Rate 6.9% 7.3% +0.4% Unsubscribe Rate 0.1% 0.1% +0.0% Email Performance Metrics Baseline: Data from July 1-July 31 2019 Actual: Data from July 1-July 31 2020
- 25. Future Roadmap 1. Tie video results to Marketing metrics • Retention • Account Enrollment • App Downloads 2. Include additional lines of business 3. Integrate video with online account creation 4. Expand the target customer group to include existing customers who purchase a new policy/endorsement 5. Test the new version of the video & customer email with consumer insights for additional improvements
- 26. Thank you
- 27. Case study: 27
- 28. Case Study: Simplifying health plan selection for group consumers Blue Shield of California Speakers: Lori Mazurek & Liz Scarborough © 2020 Blue Shield of California. All Rights Reserved.
- 29. About Us Liz Scarborough Senior Marketing Manager Lori Mazurek © 2020 Blue Shield of California. All Rights Reserved. 29 Blue Shield of California is a non-profit insurance company. We lead the strategy for acquiring new group members through customized communications with employer-specific benefits. Member Marketing Strategist
- 30. Agenda Member acquisition challenges The solution: EngageOne Videos The results Where we are going 30 © 2020 Blue Shield of California. All Rights Reserved.
- 31. INSERT IMAGE Challenges with acquiring members drove the need to transform our approach • Print materials are costly • Choosing a health plan is painful • Engagement is low • Reaching prospects is difficult Challenges • Find digital solutions • Reduce complexity of plan selection • Increase group consumer engagement • Expand our reach to more group consumers Opportunities © 2020 Blue Shield of California. All Rights Reserved.
- 32. EngageOne modernized the open enrollment by making health plan selection personalized, interactive, and engaging © 2020 Blue Shield of California. All Rights Reserved. The EngageOne platform allowed us to: • Deliver health plan information through a paperless format • Customize the experience with employer-specific health plan information • Increase consumer engagement through an interactive and personalized experience • Provide data and analytics into our members’ journey Our approach: • Leveraged consumer research & focus groups to define content and key requirements • Started by piloting with 30 select employer groups
- 33. Videos are customized with each employer’s health plan details Delivering a personalized experience to consumers
- 34. Interactive questions guide consumers to topics of interest Users choose their own journey and stay engaged © 2020 Blue Shield of California. All Rights Reserved.
- 35. Consumers can compare plans or view details on specific plans Benefit information is presented in different formats, allowing the consumer to choose the details they want
- 36. ChatBot makes it easier to find a network doctors Conversational interface simplifies the #1 question during open enrollment: “Is my doctor in the network?” © 2020 Blue Shield of California. All Rights Reserved.
- 37. Variety of channels are used to promote the video and engage group consumers © 2020 Blue Shield of California. All Rights Reserved. Print Ema il Video ads (social & display) Check out Blue Shield’s customized health plan video!
- 38. Viewer feedback “I really like this video. I am going to include it with my new hire email and the [our company’s] website!” “It’s efficient! I can find out what I need quickly and not feel overwhelmed with irrelevant info.” “The video was very helpful in comparing the two plans …., I will most likely stay with Blue Shield and enroll in Trio.” “I actually feel very catered to by this video.” “Extremely helpful during Open Enrollment.”
- 39. Print reduction 80% More likely to choose a Blue Shield plan 73% Increase in views since pilot 500% Rating out of 5 4.2 stars The Results: consumer engagement and interactions are on the rise and print costs are drastically reduced
- 40. Continue to make enhancements based on consumer focus groups Explore options to increase scalability Expand to additional languages, such as Spanish Continue to build upon our learnings Where we are going © 2020 Blue Shield of California. All Rights Reserved.
- 41. Thank You © 2020 Blue Shield of California. All Rights Reserved.
- 42. Case study: 42
- 43. About the company • Homeowners Insurance Company Founded in 2005 • Based in Ormond Beach, Florida • Nearly 400 Employees • Industry Firsts: Mobile App Technology, Personalized Policyholder Video
- 44. The challenges • Security First is an insurance company • Creating contextually relevant and meaningful connections throughout the customer experience journey • Customers don’t review their policy • Customers haven’t experienced filing a claim for damage to their home • Serving hundreds of thousands of customers living in a state prone to hurricanes
- 45. The solution • Create a personalized, engaging experience that is so intriguing, customers will want to connect with their homeowner’s insurance company and watch and learn about their policy.
- 46. The results 46% Clickthrough Rate 30% Increased Awareness 75% Important to Know 6MIN 31SEC Average View
- 47. The solution • Create a personalized, engaging experience that serves tens of thousands of customers at once after a major hurricane.
- 48. The solution
- 49. The results 76% Clickthrough Rate 14% Updated Contact Info 71% Claim Process 3MIN 35SEC Average View
- 50. Brand Affinity Just wanted to let you know that the video was a nice touch! It was informative and helpful. ~Paul B. Great way to answer many of the questions a homeowner may have. Good job. ~Larry L. You get a gold star for creative, well thought out informative video. Thank you! ~Louise C. This video is terrific! It assures me that the insurance company you provide is First Class! Thank you! ~Cynthia L. I thought that the video was a great, informative feature. All too often, insurance explanations are vague, unclear, and very confusing. This video made everything easy to understand and I appreciate the effort this company has put in to provide it to its clients. Thank you! ~Matthew G. What a wonderful idea and great presentation, I enjoyed it. I will keep the e-mail for future reference. Thank you very much. ~Charles B. Wish my auto policy had a movie. Funnnnnnn ~Naomi L. Would have loved to see this information prior to buying because it made everything clearer! ~Richard V.
- 51. What’s next • Policy Renewal • Quote Explainer • SMS, Chatbot Hi David
Editor's Notes
- We know the importance of video. YOU know the importance of video. As users of video you’re already ahead of the curve. Using video is helping you to stand above your competition when it comes to providing your customers with the best experience. And companies today are competing on experience above everything else. I want to share with you some important research we conducted of our own last year.
- In August 2020 we conducted research with Corinium Intellingence, of 101 UK-based CX leaders – department heads, directors, VPs, and C-level execs. And we wanted to understand how this global pandemic has changed their customers behavior, and what that means for their evolving strategies and investment plans. One of the biggest finding this report found was that COVID has in fact been a huge influencing factor on CX strategy: 35% of leaders are viewing CX strategy as more important, and 19% are viewing CX strategy as a TOP priority And these shifts in strategy and execution that have been caused by COVID, are actually going to have permanent, lasting effects: 33% say they expect to shutter some stores, branches, or offices 25% actually say they expect digital experiences to replace brick and mortar entirely. What we see here is that COVID is having a permanent effect, and that digital is here to stay. And now businesses are saying to themselves, How do we then reach these customers when we can’t physically meet with them? How do we still provide that personalized experience that’s so important to them?
- But you know something? This shift to digital is what customers want. It’s what they’ve wanted for years actually, we’ve just seen a really acceleration of this due to the pandemic. One major theme we’ve seen over and over again in our research is this desire for customers to “self serve.” We’re living in the age of immediacy, convenience, and customers want to be able to live their lives on their devices of choice. So they’re really embracing this shift.
- One more piece of important research we conducted in late 2020 was research with the CMO Council. After hearing from CX Leaders, we wanted to hear directly from consumers. This was a global report that surveyed over 2,000 people in 7 different English speaking countries around the world. This was a follow up to a similar consumer report we conducted with the CMO council in early 2019, because we wanted to understand how things have changed in such a short period of time. And the increase in the desire of customers who wanted to see more Videos from brands was astounding. Compared to our previous report, the number of consumer who want to see more video from brands increased 64%. And we’ve also seen an increase in chatbots and other self-service tools, while channels like the telephone and live-person have seen a decline.
- I wanted to leave you with something I saw recently that struck a chord. And that’s personalization is powerful. Brands that integrate digital tools and data to create personalized experiences benefit from an increase in revenues from between 6% and 10 —two to three times faster than brands that don’t. Now you already know the importance of connecting with your customers – that’s why you’re here today – because you’ve invested in the tools to make that happen. But we’re here because we want to see your revenues increase 12%, or 15%. We want to know how we can help you achieve that, and we’re proud to partner with you and to learn from you on how we can improve our products, etc. etc. etc. Boston Consulting Group - Personalization Programs Increase Leading Companies’ Revenues by 6% to 10% - May, 2017
- Click through rate industry standard is 30%. Video viewing standard 1- 1.5 minutes