Proactive Customer Service in Social Media
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AFA Insurance implemented a proactive customer service strategy in social media by searching blogs for mentions of entitlement to insurance payouts and directly contacting those individuals. This allowed the non-profit insurance company to inform more customers about potential payouts they were owed from sick leave, work injuries, and other insurable events covered by AFA's policies. The strategy was highly successful, generating positive attention and awards while costing little to implement. It became a permanent part of AFA's business model and expanded to other online forums and social networks.
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Proactive Customer Service in Social Media
- 1. Proactive Customer Service in Social Media Carl-Magnus Löfström Digital Media Manager AFA Insurance
- 3. About AFA Insurance • Owned by Sweden’s labour market parties (employer organizations and unions) • Collectively bargained insurances • Financial support in the event of sick leave, work injury, unemployment, death and parental leave. • Insures 90 percent of Sweden’s work force • More than 4 million people • Non profit company • Profit returned to customers
- 4. The problem • The insured do not buy the insurance themselves • Low interest product • 2-3 times/life • Benchmarking • Legal obstacles
- 5. … but one day on a blog "... Moreover, I got a message from AFA that I will get 3,000 (about €300) in cash every month, no wonder that I am pleased! All this because they found me through my blog, how else could I have been told that I was entitled to this? Well, yesterday the tone of the blog was different.... Good night friends! "
- 9. Proactive Customer Service • Find people via their blogs • Recommend them to apply for compensation = We search for customers to give them money
- 10. But will they accept us? • Intruding the private space • Sale = spam = bad will • False expectations?
- 11. Using a unique position Unique business model – Non profit insurance company – Success = give compensation to customers – Not selling anything Total coverage – 90 % of Sweden’s working population – More than 4 million people Give away money Blue Ocean Strategy
- 12. Proactive Customer Service 1. Survey tool collects leads from blogs 2. Customer Service does an initial scan of leads 3. Write a comment on relevant blogs 4. Log the entry 5. Follows thread until 7 days inactivity
- 13. Top management buy in? • Resources • New initiative • Return on Invest
- 14. Low cost, big impact • Customer service works during down periods • Free tools • New CEO
- 15. Brand Impact – Nearly only positive feedback – Attention in the bloggosphere – Awards • Innovation of the year, Insurance Awards • Quality Innovation of the Year 2011 – Media coverage
- 16. From trial to part of business model • Permanent initiative • Expanded into forums • Customer service on Facebook • … and more
- 17. Thank you! Carl-Magnus Löfström Digital Media Manager carl-magnus.lofstrom@afaforsakring.se Phone: +46-(0)8-696 48 15 @carlmagnus slideshare.net/carlmagnus ?