Blue
“As a digital insurer, we believe in using technology and data to deliver the best possible experiences and that’s why we’re using Salesforce. It helps us better understand our customers and personalise engagement.”
Blue offers a simple and flexible insurance experience with Salesforce
Blue is a digital life insurance company founded in 2018 to disrupt Hong Kong's insurance industry. Backed by Tencent and Hillhouse Capital, Blue has set out to provide customers with simple and flexible insurance solutions without traditional pain points like extensive paperwork.
Discussing the need to disrupt the market, Charles Hung, CEO and Executive Director of Blue, shared that the insurance industry in Hong Kong is sometimes perceived by customers to be complicated, inflexible, and too expensive, leading to poor adoption and satisfaction.
“Customers today are looking for more simplicity and flexibility. We want to meet their needs and provide them with the best experience possible at every single point of engagement,” said Charles Hung, CEO and Executive Director of Blue.
Salesforce helps Blue to deliver on these aims by providing a 360-degree view of each customer and enabling more personalised customer experiences.
“Customers are increasingly well informed and more demanding, so for our business to be sustainable we need to continue to innovate and surprise them.”
Building customers’ trust and engagement
It’s a challenge for all insurers to meet the evolving needs of today’s customers and as a digital startup in an established industry, Blue faces additional challenges in building customer trust and driving digital adoption. This makes it all the more important for Blue to create meaningful and contextual customer experiences and it has turned to Salesforce for collaboration.
“As a digital insurer, we believe in using technology and data to deliver the best possible experiences and that’s why we’re using Salesforce. It helps us better understand our customers and personalise engagement,” said Hung.
Salesforce has enabled Blue to centralise its customer data onto one platform for a unified view of their interactions and behaviours. With Marketing Cloud, Blue can use this data to personalise communication and offers to improve the customer experience. For example, Blue can customise promotional offers based on customers’ past purchases, and share useful health tips with customers according to their interests and buying behaviours.
Together with these offers, cross-selling and upselling can be triggered in real-time to increase customers’ propensity to convert.
Marketing Cloud allows Blue to automate its marketing activities as well, reducing the time and efforts of tasks like verifying customer eligibility for offers. Blue also sends automated emails to customers for birthday greetings and rewards reminders. Also, eVouchers could be issued to eligible customers automatically, greatly enhancing efficiency.
In the future, Blue plans to further integrate Salesforce with other touchpoints to enhance the customer experience to the fullest.
The increasingly high level of automation will allow Blue to focus on innovating and staying ahead of evolving customer needs.
“Customers are increasingly well informed and more demanding, so for our business to be sustainable we need to continue to innovate and surprise them,” said Hung.
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