BY | PERSONALIZED VIDEO
Assurity, a leading insurance provider, recognized the need to revamp their customer engagement strategy in response to growing challenges. Traditional communication methods were failing to capture customer attention, leading to low engagement rates. The complexity of insurance policies and benefits added another layer of difficulty, making it hard for customers to fully understand their options. Moreover, worksite brokers faced significant time constraints during open enrollment periods, struggling to explain multiple products and benefits effectively. This, coupled with the overwhelming amount of information in printed booklets, made it challenging for employees to make informed decisions. As a result, customer retention became a growing concern for Assurity, prompting the need for a fresh approach to engagement.
Challenge
Assurity faced several challenges in their customer engagement strategy:
- Low Engagement Rates: Traditional communication methods were not resonating with customers, resulting in low engagement rates.
- Complex Information Delivery: Insurance policies and benefits are often complex, making it difficult for customers to understand their options and make informed decisions.
- Time constraints and excessive information: Brokers are limited in the time they have during open enrollment periods and their printed booklets often exceeded 20 pages causing difficulty for employees to digest all important and relevant information.
The Solution
Using IndiVideo, Assurity improved broker and client communication and delivered the following:
Interactive and Personalized Videos: By simplifying and condensing complex insurance information, IndiVideo engaged and retained brokers assisting them to close more deals.
Dedicated Support and Strategic Consulting: The Customer Success and Creative Operations teams provided hands-on support, essential training, and strategic consulting, ensuring smooth integration and helping Assurity refine and optimize their video campaigns for maximum impact.
Client Websites: Personalized videos were hosted on dedicated client websites, delivering clear and engaging insurance plan information to employees.
This solution simplified complex information, improved engagement, and boosted retention, helping Assurity’s clients and brokers better understand their insurance options.
Results
By turning more than 20 pages of dense insurance details into concise, 90-second personalized videos, Assurity’s brokers were able to present the information in a way that was both engaging and easy to understand. This made it easier for brokers to capture interest and close deals more effectively. Assurity’s use of this innovative approach highlighted their commitment to being a forward-thinking, client-focused company, further enhancing their reputation in the industry.
Assurity’s success with personalized videos prompted the expansion of this approach to other areas of communication, including internal staff, increasing engagement rates and broker sales. The guidance and support provided by Success Manager Nicole played a crucial role in enhancing the effectiveness of these video initiatives. This collaboration resulted in twice the usual click-through rates in targeted email campaigns, better agent engagement for Assurity’s annual Leaders’ Conference, and more effective sales tracking updates.
Assurity simplified complex insurance details into engaging videos that explained the booklets brokers use with their clients, helping them sell more effectively. With BlueRush’s support and advice, Assurity boosted broker engagement and sales, enhancing their reputation as an innovative, client-focused company. The success of these videos led to their expanded use across various channels, achieving impressive results like doubled email click-through rates. Assurity now plans to further integrate personalized video with HubSpot to refine their marketing and communication strategies.
