Case Study

DAK: Transforming to member-centric insurance

  • Increased calling efficiency
  • Increased Transparency and Control
  • GDPR Compliant

"We’re focused on becoming more customer oriented – addressing everyone individually. Pega is the technology that supports us in this."

Marcus Storbeck Project Leader, DAK

The Business Issue

With more than 245 years of experience, DAK is one of Germany's largest statutory health insurers, covering around six million people. 

In Germany, insurance is required by law. However, members are free to change providers every 18 months; no health check is required. This has led to increased customer expectations and intense competition within the health insurance industry.

In order to retain members, everything related to the customer experience must be proactive and personalized. But data lags, manual processes, and decentralized strategies became roadblocks for DAK, preventing them from fulfilling their promise of putting the customer first.

The Solution

With Pega, DAK transformed their business by shifting from product-centric to member-centric – launching their “next-best-customer” initiative. 

To reach their retention goals, DAK identifies which members are most likely to churn, then passes the torch to their service agents who pro-actively reach out with a personalized retention offer.

To execute on this initiative, DAK leverages Pega’s Customer Decision Hub, which allows DAK to evaluate factors such as: customer lifetime value (CLV), customer type, churn risk, engagement history, and historical offer response, in real-time.

When DAK’s service agents log in, they simply click the “next-best-customer” button and are automatically shown that customer’s complete profile, contact information, and which retention offer to make.

And because Pega provides a unified platform, all responses are captured directly within the system – allowing DAK to adjust their engagement strategies accordingly.

The Results

With their “next-best-customer” program in place, DAK is optimizing customer retention. They’ve seen results such as:

  • 65% increase in contextual retention offers
  • Daily updates to data mart
  • Daily updates to contact strategies

Related Resources

  • Great American Insurance transforms the customer experience.

  • Understand what your members need and bring them proactive, personalized solutions.

  • Engage patients, providers, members and prospects.

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Tags

  • Industry: Healthcare
  • Product Area: Marketing
  • Product Area: Customer Service
  • Product Area: Customer Decision Hub
  • Topic: Decision Management
  • Challenge: Customer Loyalty
  • Challenge: Customer Retention
  • Challenge: Customer Service