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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."

The Business Issue

Founded in 1811, Achmea is one of the largest insurance companies in the Netherlands - serving 10 million customers across eleven brands. Achmea’s mission is to transform themselves into a personal assistant for their customers during all major life events – delivering unique advice and tailored solutions to make their lives easier.

But disjointed channels and siloed decisioning made it difficult to deliver on the promise of seamless, omnichannel engagement – making their goal of building long-lasting, high-value relationships with each and every customer no easy feat.

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

The Solution

With Pega Customer Decision HubTM, Achmea successfully 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 alike. And, because decisioning is AI-powered and 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 a multiexperience approach to customer engagement, Achmea has seen results including:

  • 85% save rate when using next-best-action recommendations
  • 27% increase in online upsell & cross-sell
  • 41% web to call center conversion rate
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Industry: Insurance Product Area: Customer Decision Hub Product Area: Pega Customer Decision Hub
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