Delve into the case study of a health insurance technology company striving to enhance customer retention through targeted programs. The client faced a challenge of limited visibility into the effectiveness of their Welcome Direct Mail and New Members Services initiatives, hindering their ability to evaluate program impact. To address this, the team devised a comprehensive solution. They designed multiple tests, configuring code to capture program data in the client database. Separate test and control groups were established to measure the impact of the Welcome Direct Mail campaign and New Member Services calls on retention. Over a 90-day period, the team conducted the tests and subsequently performed an ROI analysis. The findings proved invaluable. The analysis revealed that New Member Services calls had a significantly negative impact on customer retention, while the Welcome Direct Mail campaign positively contributed to retention by reducing member disenrollment. We recommended auditing the New Member calls to identify factors causing negative outcomes, while continuing to invest in the successful Welcome Direct Mail program and conducting further test designs. Witness the power of data-driven insights as healthcare insurance providers unlock the secrets to fostering long-term customer loyalty.
Our client, a health insurance technology company, operates ongoing programs such as Welcome Direct Mail and New Members Services. However, they faced challenges in assessing the impact of these programs on their customers and lacked the necessary infrastructure to investigate them. The client's objective was to gain visibility into the effectiveness of their existing programs in terms of customer retention. They aimed to determine which, if any, of the programs implemented were successfully contributing to retaining customers.
Our team took a systematic approach to measure the impact of the programs. They began by configuring code to capture data related to these programs in the client's database. Next, they designed tests and controls specifically tailored to assess the effectiveness of the Welcome Direct Mail campaign in terms of customer retention. Additionally, a separate test and control group were established to evaluate the impact of calls made under the New Member services. These tests were conducted over a 90-day period. Finally, the team performed a comprehensive ROI analysis to synthesize the findings and provide actionable recommendations to the client based on the results.
Based on the retention analysis, it was found that calls made by New Member Services had a notable negative impact on customer retention, resulting in a decrease of 9.9%. Conversely, the Welcome Direct Mail campaign had a positive effect, reducing member disenrollment by 1.2%. To address the negative outcomes from the New Member calls, we recommended conducting an audit to identify the contributing factors. Additionally, they suggested continuing to invest in the Welcome Direct Mail campaign and exploring further test designs to maximize its impact on customer retention.
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