“Service Cloud helps us deliver a prompt yet personal service. Our navigators really enjoy using it.”
Launched in May 2016, FutureYou creates a personal journey for each customer from the moment he or she engages via the company’s website. “The idea of traditional marketing segmentation is dead,” said Fisher. “We want to provide every customer with a completely unique experience in response to their own needs, and Marketing Cloud is key to this."
With Marketing Cloud, customer-facing content can be created, tested, and measured quickly and easily. For example, instead of spending weeks on customer newsletters, the marketing team can distribute timely content in a matter of hours — and see results immediately. “With Marketing Cloud, we can test content to see what’s working well and what’s not. This prevents us from wasting time and money,” said Fisher. “Our only limit is our imagination.”
Zurich is already achieving great click-through rates with its FutureYou newsletters. For example, its third monthly newsletter achieved a click-through rate of 22 % compared to the industry average of 2.14 %. And as services become more personalised, results are only likely to improve.
The customer onboarding process has also been streamlined and personalised with Marketing Cloud. When it launches to employees of a new corporate pension scheme, the Zurich FutureYou team sends a series of tailored welcome emails to every individual in the scheme. “We’re starting to reach a whole new set of customers — people who have never engaged with their financial futures before. They are now reading our articles and realising how empowering it is to take more control of this aspect of their lives,” said Fisher.
As Zurich gets closer to its customers, Zurich FutureYou’s social presence will become increasingly important. Fisher plans to use Marketing Cloud for social listening and to extend its social capabilities to both service and sales by 2017. “Social is how we will grow,” he said.