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How Achmea won over their customers using AI

  • Personalized interactions across 11 channels
  • New decision strategies deployed in 3 weeks
  • Next best actions driven by predictive and adaptive modelling

"With Pega, we’re omni-channel in our next-best-action approach. It’s about being one voice, one brand, for the customer – regardless of channel."

Jeroen Dijkstra Product Manager, Omnichannel Personalization, Achmea

The Business Issue

Founded in 1811, Achmea is the largest insurance company in the Netherlands for health & non-life - serving 10 million customers across their eleven brands. Achmea’s goal is to transform themselves into their customer’s “personal assistant” during all major life events – delivering unique advice and tailored solutions to make their lives easier.

They wanted to build long lasting, high-value, relationships with each of their customers. But disjointed channels and siloed decisioning made it difficult to deliver on the promise of seamless, omni-channel engagement.

They had made significant investments in customer data but needed a solution that could operationalize these insights – providing their customers with the most personal and relevant actions at each stage of their journey.

The Solution

With Pega Marketing and Customer Decision Hub, Achmea has unified their inbound, outbound, owned, and paid channels with one central brain. They’ve shifted from a product-centric approach to having dynamic customer dialogues with all of their customers.

During each dialogue, Pega’s Customer Decision Hub provides a personalized next best action recommendation that maximizes value for the customer, and the company. And, because decisioning is centralized, every channel learns from the others. The minute a customer’s context shifts, Achmea recognizes it and adjusts the experience accordingly.

For example, if a customer attempts to cancel a policy online, Achmea will prompt them to continue the conversation in the call center. Once there, Achmea’s agent immediately knows the reason for the call and can guide the conversation with next-best action.

The Results

With an omni-channel approach to customer engagement, Achmea has seen results such as:

  • 85% save rate when using next-best-action recommendations
  • 27% increase in online upsell & cross-sell
  • 41% web to call centre conversion rate
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Industry: Insurance Product Area: Marketing Challenge: Cross-Selling/Up-Selling Challenge: Customer Loyalty Challenge: Customer Lifetime Value
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