Partenamut

Omnichannel strategy

When talking about ‘optimising customer experiences’, we mostly think of webshops for consumer goods or services. But the concept is equally applicable to basic needs, like health insurance. “We want our users to make optimal use of our services,” says Kristel De Blezer, Digital Expert at Partenamut. “But to make that possible we need an omnichannel strategy that allows us to reach them at exactly the right place, at the right time.”

Worlds collide

To know what ‘the right time’ is, exactly, you first need to know your customers. In the case of Partenamut: all 1.27 million of them. Kristel: “We want to be able to send all our customers a personalised message whenever there is an important milestone in their lives: graduation, moving in together, pregnancy and childbirth, getting dental braces, etc. The amount of data this requires is huge, and fragmented across various on- and offline sources, including the self-service app, website, CRM, helpdesk, and data generated at the service counters. Which is why we decided to set up a customer data platform together with MultiMinds.”

Combining online and offline customer data in a reliable and efficient way, however, is not something all customer data platforms can pull off. “The main technical challenge was that Partenamut’s systems still ran on legacy solutions like IBM AS/400, while most modern marketing tools are hosted in the cloud,” says Nicolas Lierman, Head of MultiMinds Data Innovation and Acceleration Lab. “But Tealium’s customer data platform bridges the gap between both worlds perfectly, while also providing enriched insights. In this way, Partenamut could unify its communications across all channels.”

Privacy, preferences and consent

Tealium’s extra layer of intelligence makes it possible to create smart segments. This allows Partenamut to reach its customers in a highly targeted and personalised way. What’s more, the CDP is ‘privacy by design’, making it easier to comply with regulations. And because it is so intuitive to use, implementing data governance rules across teams and departments goes a lot smoother as well.

“The organisation only uses first-party data that has directly been provided by its customers,” explains Kristel. “There’s also a very strict data consent management system in place, which is shared across all platforms. Recently, a new general preference center was installed for customers that synchronises across the entire technology stack."

A plethora of use cases

With the email-automation part of the project firmly in place, Partenamut is now ready to scale up its omnichannel ambitions. Nicolas: “The new setup is designed to enable a wide range of use cases, including smart market segmentations, ‘next best offer’ product recommendations, activation of mobile app users, and even reducing customer service overhead through call avoidance.”

“During the project, we constantly reassessed our relationship with customer data and what we could do with it,” adds Kristel. “Which use cases are possible? What data would they require? What were the implementation best practices? Answering these questions requires close internal collaboration. We’re a big organisation so there’s a lot of stakeholders involved at every step. Many teams weren’t used to working together. Luckily, the MultiMinds team was able to keep a clear overview and spot opportunities for collaboration across silos.”