HelsanaSuccessful lead generation through central response management

The Helsana Group handles the processing of inco-ming leads from its marketing campaigns as stan-dard via Swiss Post Solutions (SPS). This means around 30,000 response cards per year go directly to the SPS Service Center in Kriens to be recorded.

Both the physical and also the digital response are handled by SPS and provided in electronic form to the responsible Helsana specialists. By outsourcing the handling of responses to SPS, Helsana can deal with the processed customer queries in a timely man-ner independent of the location. Customer care is an important part of daily business at the Helsana Group. This also includes follow-up activities carried out in a timely manner for all marketing campaigns. This requi-res efficient response management which fulfils the expecta-tions of the recipients.

Here the response arriving in various channels has to be imme-diately recorded, evaluated and forwarded to the responsible sales advisor who is then able to contact interested parties and continue dialogue.

To pool together its own resources for the core business and to further optimise the response rates of the carried out marketing campaigns in a targeted manner, the leading health insurance company in Switzerland decided to outsource the response ma-nagement to SPS.

By working together with SPS, Helsana benefits from a conti-nuous, centrally controlled processing procedure from one sin-gle source. As a subsidiary of Swiss Post and an experienced outsourcing service provider, SPS not only has high consulting and solution competence, it also has many years of experience in dealing with fluctuations in volume.

A job well planned is a job half done

With the portal-assisted placement of orders, Helsana can define tailor-made response handling for every marketing campaign. Here Helsana determines the lead and statistics recipients, the delivery schedule, the archiving options and the additional ser-vices such as searching for addresses, for example. This means the campaign managers can plan and commission their indivi-dual campaigns in a targeted way.

More time for the core business

For Helsana, SPS handles the entire response from around 300 individual campaigns per year, with the response arrival coming in different channels:

Physical response

Responses from mailings and consultation flyers are sent by Swiss Post directly to the SPS Service Center. Competition forms are collected and also sent to the SPS Service Center.

Electronic response

Interactive standard flyers are handled like the physical response. With online queries the processing is semi-automatic and the data receivers are determined using the sender information. The processing procedure therefore becomes much leaner.

Professional processing procedure – from lead reporting up to success monitoring

The response is processed entirely in the SPS Service Center. Here the addresses, the specific customer requests and agency affili-ation are all recorded first of all.

The collected data are sent electronically to the responsible Helsana specialist who can then access the leads at any time and from any location and process these in a timely manner.

After processing, the physical documents are returned as orde-red, archived or disposed of in line with data protection requi-rements.

SPS also regularly compiles customer-specific statistics. These measured data are important for Helsana with regard to the as-sessment of the realised campaigns and also provide valuable input for the targeted planning of future measures.

Sound partnership based on trust

On account of the earlier lead process where the leads were allo-cated directly to the sales units, when introducing a central res-ponse address it was necessary to build up trust to overcome the initial reservations. With mutual learning and successful imple-mentation of functionalities for rapid and professional response management, the cooperation is on a sound foundation today.

SPS has established itself as a partner to be trusted. The course has therefore been set for further process optimisations when handling orders for Helsana.

The persuasive price-performance ratio of the service package offered by SPS tipped the ba-lance with the selection of a suitable outsourcing service provider. In the meantime SPS has

become established as a trusted partner for us for the area of response management.

Christian Moser Head of Marketing Coordination / Member of the Board of Directors, Helsana

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The processing procedure at a glance

For monitoring the success of the carried out marketing campaigns, SPS regularly compiles statistics as part of the processing proce-dure. These enable Helsana to measure the effectiveness of its campaigns and, if necessary, to make changes. This means maximum response rates can be ensured.

The benefits for Helsana at a glance

– Outsourcing the response management to SPS reduces the administra-tion work required during campaign management. This means Helsana can concentrate on its core tasks.

– The high processing capacity of SPS ensures Helsana is provided with the information on time and with high data quality including when there are high response rates.

– The established distribution process to the responsible sales units ensures the generated leads are processed without delay and also guarantees that the associated customer expectations are quickly fulfilled.

– Online access to the provided response statistics visualises the effect of the Helsana marketing campaigns and enables the marketing department to efficiently monitor the success and plan follow-up actions.

About Helsana

The Helsana Group is Switzerland’s lea-ding health and accident insurer. It of-fers individuals and enterprises a com-plete health and prevention service in the event of sickness and accident. With CHF 5.7 billion in earned premi-ums, the company is one of the lea-ding providers in the Swiss insurance market. The Helsana Group provides basic, supplementary and accident in-surance and operates throughout Switzerland, employing more than 3,000 employees. The Helsana Group comprises Helsana, Progrès, Sansan, Avanex and Maxi.ch.

About Swiss Post Solutions

Part of the Swiss Post Group headquartered in Bern, Swiss Post Solutions (SPS) is a leading outsourcing provider of solutions for paper-based business processes and innovative services in document management. SPS‘ 7,400 employees support business clients in the areas of insurance, banking, telecommunications, media, retail, energy supply and travel & transportation with their digital transformation. SPS has an active presence in all important international economic regions and works with spe-cialized partners in selected countries.

Swiss Post Solutions AGPfingstweidstrasse 60b8080 Zurich

www.swisspostsolutions.ch

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