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.

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

20. Mobile Optimization

21. Navigational Experience

22. Navigational Experience

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

52. Thank you
EngageOneMarketing@precisely.com