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CRM ana­lyt­ics and lead management

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San­itas  - CRM ana­lyt­ics and lead management

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Brief his­tory

With around 835,000 insured per­sons, the San­itas Group is one of the lead­ing health insurers in Switzer­land. San­itas offers needs-based solu­tions for private indi­vidu­als and com­pan­ies in both com­puls­ory basic insur­ance and sup­ple­ment­ary insurance.

The San­itas busi­ness model is being com­pre­hens­ively digit­al­ized. The needs of cus­tom­ers are met with more indi­vidu­al­ized offers. Such offers are imple­men­ted together with a closely net­worked eco­sys­tem of internal and external sales part­ners. San­itas sys­tem­at­ic­ally uses data ana­lyt­ics along the entire value chain to man­age all busi­ness pro­cesses in a cus­tomer-ori­ented way.

Thomas Seekirch­ner
Leiter IT Inform­a­tion Management
San­itas
Thomas Seekirch­ner

“syn­ver­t’s com­pet­ent and cus­tomer-ori­ented sup­port of both our internal IT spe­cial­ists and the spe­cial­ist depart­ments enabled us to intro­duce a flex­ible and advanced DWH/BI plat­form on schedule.”

Goals & challenges

In the over­all “Cus­tomer Rela­tion­ship Man­age­ment” (CRM) pro­ject, the BSI CRM sys­tem was intro­duced as an import­ant found­a­tion for the digital busi­ness model. The close integ­ra­tion with the DWH enabled a 360° cus­tomer view in the new and power­ful CRM as well as com­pre­hens­ive com­plaint, lead and cam­paign man­age­ment. Con­sulta­tions, lead and sales pro­cesses could be made more cus­tomer-friendly and efficient.

The “KBM Ana­lyt­ics” and “Lead Man­age­ment” sub-pro­jects had these goals:

  • Empower­ing sub­ject mat­ter experts with ana­lyt­ical cap­ab­il­it­ies to eval­u­ate CRM data in a user-friendly way and mon­itor pro­cesses and objectives
  • Imple­ment­a­tion of com­plex sets of rules in the DWH as trig­gers that ini­ti­ate indi­vidu­al­ized cus­tomer inter­ac­tions in CRM
  • Integ­ra­tion of the new inform­a­tion and data flows into the San­itas sys­tem landscape
  • Devel­op­ment of a frame­work for auto­mated multi-chan­nel sales management
  • Devel­op­ment of a cross-sys­tem sales fun­nel and cam­paign report­ing sys­tem that serves as a plan­ning, man­age­ment and con­trolling tool for vari­ous areas (sales, cus­tomer exper­i­ence, mar­ket­ing, chan­nel man­age­ment and call center)

Key points

Rules in the DWH com­ple­ment the cap­ab­il­it­ies of the CRM:

  • Indi­vidu­al­ized, timely and rel­ev­ant cus­tomer approach and con­trol of the lead and sales process
  • The DWH cal­cu­lates more than 80 fully auto­mated event trig­gers (partly through com­plex sets of rules), which trig­ger cus­tomer group-spe­cific busi­ness trans­ac­tions, inter­ac­tions or mar­ket­ing cam­paigns in CRM
  • The DWH cal­cu­lates more than 110 cus­tomer poten­tials, which help the cus­tomer advisors in CRM in the con­ver­sa­tion guide. The gen­eric inter­face for poten­tials allows the depart­ment to define new poten­tials autonom­ously and without IT adjust­ments and to pub­lish them in CRM
  • Com­plex key fig­ure cal­cu­la­tions are pre­pared in the DWH and trans­ferred to the CRM cock­pit via a gen­eric inter­face and dis­played to the ser­vice consultants
  • Cal­cu­la­tion of a lead score and other cus­tomer indic­at­ors for con­trolling CRM processes
  • A well thought-out solu­tion concept for lead man­age­ment with the com­pon­ents lead qual­ity, mas­ter data man­age­ment, lead for­ward­ing, lead score, lead logic and lead reporting
  • Inter­lock­ing of DWH and CRM func­tion­al­ity for optim­ized data flows with clear responsibilities

Archi­tec­ture

Gen­er­ated bene­fits

Advanced BI func­tion­al­ity in the DWH for ana­lysts and busi­ness users:

  • The BI plat­form has been expan­ded to include many new CRM ana­lysis areas, e.g. busi­ness trans­ac­tions, mar­ket­ing cam­paigns, cus­tomer con­tacts, com­plaints, 360° cus­tomer view, ser­vice consulting
  • More than 250 attrib­utes and 130 qual­ity-assured met­rics are avail­able to power users, e.g. for ana­lyz­ing through­put times and sales chan­nel analyses
  • Flex­ible mas­ter reports are a tool for busi­ness users to carry out “guided ad-hoc report­ing” themselves
  • Cross-sys­tem ana­lysis of the sales pro­cess from lead, quo­ta­tion, applic­a­tion to closing
  • Quant­it­at­ive and qual­it­at­ive sales indic­at­ors for per­form­ance meas­ure­ment and forecasting
  • Simple selec­tion of tar­get groups for mar­ket­ing cam­paigns via cus­tomer characteristics
  • Estab­lish­ment of closed-loop data flows for feed­back cycles

Deliv­ery / conclusion

The well thought-out inter­ac­tion between CRM and DWH com­bined the core com­pet­en­cies of the CRM sys­tem with the strengths of the DWH, res­ult­ing in a com­pre­hens­ive, prag­matic and power­ful over­all solution.

The con­struct­ive prob­lem-solv­ing and close col­lab­or­a­tion between the internal pro­ject teams, spe­cial­ist depart­ments and synvert was cru­cial to the suc­cess­ful imple­ment­a­tion and intro­duc­tion. In addi­tion to the bene­fits already gen­er­ated, an optimal basis was cre­ated for fur­ther innovations.

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