Southern Cross picks up awards
Southern Cross Health Society has been recognised for its revamped member engagement programme, winning four awards at the NZ Direct Marketing Awards, including two golds.
Tuesday, March 5th 2019, 6:00AM
The Society, New Zealand’s largest health insurer, was the only insurer to win awards at the event.
Southern Cross Health Society chief marketing officer Chris Watney welcomed the recognition of the business’ efforts to deliver a world-class communications programme to its members.
“Health is of utmost importance so empowering our members with new tools to be in better control of their health, including and beyond insurance, is part of our strategy to assure members of their health and wellbeing,” he said.
He said the programme drove more personalised communications by reflecting the life stage and lifestyle of a member. This was based on customer insight and delivered through relevant and timely messages matching the customer lifecycle, all triggered from a new marketing data framework.
“As a not-for-profit Friendly Society, Southern Cross operates solely for the benefit of our members so I’m extremely proud of the work by our team to have better conversations with our members.
“Our aim was to grow and retain membership, help members better understand their policies and benefits, increase digital adoption among members, lift engagement and improve our communication processes.”
Watney said the programme was delivered in a time of increased competition where claims costs were escalating, and premiums had to increase, creating a need for Southern Cross to engage proactively with members.
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