DAK: Transforming to member-centric insurance
Increased calling efficiency
Increased Transparency and Control
"We’re focused on becoming more customer oriented – addressing everyone individually. Pega is the technology that supports us in this."
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.
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.
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