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Danish financial services company put its customers first with more responsive services, joined-up sales, and personalised marketing
The insurance business has come a long way since Alm. Brand was established by royal decree in 1792. The company has remained successful throughout this time by adapting to meet evolving customer demands. In the 21st century, that means providing anytime, anywhere customer services across its banking, insurance, and pensions businesses.
“To remain successful for another 200 years, we need to be able to meet customers’ expectations in an increasingly digital world,” said Rasmus Lynge, Chief Customer Officer at Alm. Brand. “And that means being able to react fast, change fast, and to create digital solutions fitted to the customers way of life.”
To help achieve its ambition of becoming Denmark’s most customer-friendly and innovative financial partner, Alm. Brand has developed a Customer First strategy that will differentiate the firm through service quality. All employees are trained and certified to think customers first and give sublime customer service every time. “Many of our competitors offer similar products. To stand out we need to make it as easy as possible for customers to work with us, and that means offering 24/7 digital services that are relevant to the customer,” added Lynge.
With greater digitalisation comes greater reliance on multiple IT systems. As Tom Bo Frederiksen, Head of IT innovation at Alm. Brand, explained: “We want to be able to focus on business possibilities, not technical problems. We needed a unified platform that would bring greater agility and innovation to the organisation.”
It was this vision that led the company to Salesforce. As Lynge confirmed: “Salesforce will bring us closer to our customers and support our business strategy as we grow and evolve.”
Customer services, sales activities, and marketing campaigns will all be underpinned by Salesforce, which has been integrated with the company’s internal product systems for banking, insurance, and pensions.
Thanks to this integration, Alm. Brand’s users will be able to access all the data they need via a single platform. For example, its service agents will have a 360-degree view of every customer across every business line, including a record of any sales and marketing communications that they have received.
“With Service Cloud, we can empower agents to provide a faster and more joined-up response to customers.” Frederiksen continued: “This will help to reduce the duration of open cases, limit the volume of calls that are redirected, and enhance the customer experience.”
Managers will also be able to see when and why customer expectations haven’t been met, and take action to reduce churn, particularly in the first year of engagement. All of these factors will help improve Alm. Brand’s Net Promoter Score (NPS).