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Case Study

DAK puts faith in customer-focused communication

  • Pega Marketing as the basis for a customer-centered approach
  • Transformation in thinking from the customer‘s perspective
  • More flexible and faster campaign management

“Today we are much quicker and more flexible. Because we can set out the fundamental decision-making strategies in the form of rules, we can reuse them often.”

René Schlagentweith Head of Planning and Control Customer Management, DAK-Gesundheit

The Business Issue

DAK-Gesundheit, a leading healthcare fund in Germany, used their previous system to manage its conventional campaigns. These included sending out the members’ magazine annually to all 5.7 million policyholders, informing the members of new statutory regulations or notifying them about specific offers. It also used the system to run customer-loyalty and cross-selling campaigns, in which policyholders received targeted offers such as special optional tariffs. Due to the outdated system‘s inflexibility, DAK had to put up with numerous limitations.

In searching for a new system, DAK pursued therefore two main goals: It wanted to be able to implement campaigns with greater flexibility, more quickly and more easily, and it wanted a system that would facilitate a significantly more customer-focused approach.

The Solution

DAK-Gesundheit chose to replace its previous system with Pega Marketing. They rolled out the new software together with its IT service provider Bitmarck and implementation partner DYNACON and integrated it into its system landscape, linking it to DAK’s data warehouse, for example. The new system enables DAK to manage its campaigns according to a set of rules.

The Results

DAK-Gesundheit can now launch campaigns more quickly and with greater flexibility – and has everything it needs for customer-focused communication.

  • Speed and flexibility
  • Holistic control of the customer engagement
  • Expansion planned with regard to artificial intelligence and predictive analytical models

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Tags

Challenge: Customer Engagement Challenge: Customer Lifetime Value Industry: Healthcare Product Area: Marketing