“Not Every Brand Is Going To Be Loved But You Can Still Have Loyal Customers:” HCF CMO

“Not Every Brand Is Going To Be Loved But You Can Still Have Loyal Customers:” HCF CMO
SHARE
THIS



There’s probably only two reasons most of us think health insurance. One: when the (expensive) premium comes in and two: when we get sick. Neither, it should be said, great customer experiences. But even if your brand is deemed largely unlikable you can still make customers loyal to it.

That was the message from health insurer HCF’s CMO Jenny Williams who was speaking at last Friday’s Daze of Disruption conference in Melbourne.

30d5497

Williams cited the way we humans fall in love – we don’t fall in love with the person per se, rather we fall in love with the way they make us feel. It’s the same with brands – customers may not love your product (or high premiums) but if you make the process easy and seamless then you’ll win in the customer engagement stakes.

“If you want to be a loved brand you have to make the customer feel good in the process of dealing with you,” Williams said.

“As a health insurer you have plenty of touchpoints with customers and the fascinating thing about that is that there are a lot of customers who do actually love us. And the reason for that is when something does go wrong they can get on with dealing with the really horrible thing that has happened to them. If they don’t have to deal with the cost and the negotiations. It’s about going that extra mile.”

Williams cited families who had babies through the private system. “Our most unprofitable customers,” she revealed, “because having a baby in the private system is a lot more than they’d pay in premiums in 10 years. What we also know is if you’ve had a baby and it’s been a good experience you and probably your kids will be our customers for life.

So rather than be resentful that we’ve just had to pay out an awful amount of money for you to have a baby, we can embrace that situation; people actually talk about ‘being born to HCF’ and that’s the promo, for us that’s the best promotional of all,” she said.

Williams also touched on technology and digital disruption at HCF – a large, slow moving legacy business. “It’s hard for huge business to be digitally agile,” she noted.

Williams also shot down the idea that customers who proved they ran 10kms a day on their Fitbit would and should be entitled to a discounts off their premiums.

“I get all these developers approaching me with this app and another that show what sort of exercise people do. But if one more person does that I’m going to smack them. Do you not think we wouldn’t have thought of that if we could? We can’t do that, it’s not risk-rated insurance, we can’t discount based on how fit and healthy you are.”

An alternative, argued Williams, would be for health insurers to monitor customers’ claims and send them appropriate literature supporting that.

“Based on what you’re claiming we could send you information that if you did these certain sets of exercises you wouldn’t have these problems that you are claiming for – is that too creepy? You’re telling us that you’re going to the chiropractor every other day, so maybe we could send you some exercises on how to strengthen your core. Are you going to be upset by that because we’re not using any data that you’re not telling us already?

It’s those sorts of decisions where technology can help us deliver a better experience for people but I understand that not everybody feels the same way about the acceptance of that experience, but over time I think we will get more accepting of it.

“But it’s a massive conundrum and humans can make those sorts of decisions far better than machines ever will. Machines are smart but they don’t have feelings and that’s technology’s biggest problem,” Williams said.

 

 

Please login with linkedin to comment

Latest News

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.

International Creative Services Redesigns Business Model To Broaden Talent Offering
  • Advertising
  • Marketing
  • Media

International Creative Services Redesigns Business Model To Broaden Talent Offering

Marketing consultancy International Creative Services has announced a new roster of diverse creative and production talent to provide a fully integrated solution for advertising and branded content. The roster includes a broad range of global and local directors, animators, illustrators, motion designers, visual artists, light projectionists, photographers and cinematographers – many of whom Australia will […]

Dirty Data Done Dirt Cheap
  • Opinion

Dirty Data Done Dirt Cheap

Does the mere thought of data fog the brain and stuff the sinuses? Decongest immediately with this lozenge-like read.

Opinion

by B&T Magazine

B&T Magazine
Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh
  • Campaigns
  • Marketing

Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh

HelloFresh Australia, together with content agency Emotive, have launched a new video content series hosted by Home & Away actress Lynne McGranger and entertainer Johnny Ruffo. Dinner Diaries showcases the talent eating their way across the country as they drop into HelloFresh customers’ homes to see what the nation are cooking at dinnertime. The campaign […]

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience
  • Advertising
  • Technology

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience

Independent advertising technology company AppNexus has announced the appointment of Antoinette Hamilton as its vice president of diversity, inclusion and community experience. Filling a new position at the company, Hamilton (pictured above) will spearhead initiatives to promote a diverse and inclusive global community within AppNexus, broaden the range of the company’s talent pipeline, and drive […]

Mango Melbourne Appoints New Head Of Comms
  • Advertising
  • Marketing

Mango Melbourne Appoints New Head Of Comms

If you were to lick your computer monitor while reading this Mango story, it may actually taste like a computer monitor.

by B&T Magazine

B&T Magazine
Pac Mags Appoints Sales Leadership Team
  • Media

Pac Mags Appoints Sales Leadership Team

Look, it's not one but two positive stories about the magazine industry today! You wouldn't read about it, would you?

by B&T Magazine

B&T Magazine
Three Ways To Propel Your Career Now
  • Advertising
  • Marketing
  • Media

Three Ways To Propel Your Career Now

Need a career kick-start without having to wear a feather boa and shake maracas about the office? Read this and pronto.

by B&T Magazine

B&T Magazine
Aussie Cycling Label Attaquer Launches New Racing Kit Via SPLINTR
  • Campaigns
  • Marketing

Aussie Cycling Label Attaquer Launches New Racing Kit Via SPLINTR

Cult Australian cycling label Attaquer approached SPLINTR to present its new Race Ultra+ Collection to the world, and just 24 hours after the brand film launched, the kit was sold out. Attaquer’s new cycling kit aimed to attract not only its current core customer, but also the extreme performance-driven end of the market. Stevan Musulin, […]

Blockhead VFX Hires Richard Betts As Lead Flame Artist
  • Media

Blockhead VFX Hires Richard Betts As Lead Flame Artist

Visual effects and post-production design company Blockhead VFX has announced the appointment of Richard Betts as lead flame artist across its Sydney and Auckland studios. Before the completion of his recent five-year tenure at Fin Design + Effects, Betts completed a seven-year stint at post-production facility The Mill in London. Blockhead co-founder Stefan Coory said: […]

BRICKX Builds Marketing Team With New Hires From Domain & Amaysim
  • Marketing

BRICKX Builds Marketing Team With New Hires From Domain & Amaysim

Property platform BRICKX has announced new marketing hires from Domain Group and telco Amaysim to support its growth. Asok Boopathy (pictured above) has stepped into the role of group director of product role at BRICKX, following two years as head of product at Domain. Boopathy has also previously worked at PayPal, Bigcommerce and Silicon Valley’s […]