“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.

 

 

Latest News

Daylight Agency Appoints Shelley Hammond As Director Of Agency Operations
  • Media

Daylight Agency Appoints Shelley Hammond As Director Of Agency Operations

The Daylight Agency’s significant growth has continued with the appointment of Shelley Hammond as Director of Agency Operations. Shelley is a leader in the global communications industry and brings vast experience following senior roles in major corporates as well as the agency environment. Shelley will be responsible for the commercial running of Daylight including client retention and […]

Host/Havas Takes Out Cannes Grand Prix With Palau Pledge
  • Advertising

Host/Havas Takes Out Cannes Grand Prix With Palau Pledge

Host/Havas has secured Australia’s first grand prix award at Cannes overnight, taking out the top gong for the direct lions with its work Palau Pledge. The work, which sees all visitors to the tiny island nation have their passport stamped with a pledge to be a good environmental citizen, which they must sign before entering […]

by B&T Magazine

B&T Magazine
Ridley Scott Unveils New Directors Showcase At Cannes
  • Media

Ridley Scott Unveils New Directors Showcase At Cannes

Curated this year by Ridley Scott, famed director of Alien, The Martian and other classics, The New Directors Showcase at Cannes is now in its 28th year. Acting as a platform for talented new directors to have their work premiered to a global audience, Scott took to the stage in front of a full house […]

by B&T Magazine

B&T Magazine
ANZ, PHD & JCDecaux Harness The Power Of Data
  • Advertising
  • Campaigns

ANZ, PHD & JCDecaux Harness The Power Of Data

ANZ and media agency PHD have partnered with JCDecaux to launch a unique campaign that harnesses the power of data across three cities incorporating actual tram, train and bus timetable information to align with the new ANZ App.

Report: Consumers Are Hitting Play On Mobile Video
  • Technology

Report: Consumers Are Hitting Play On Mobile Video

Ooyala survey finds media companies created and processed nearly three times as much video content in Q1 as Media Companies Created & Processed Nearly Three Times As Much Video Content in Q1 2018 vs. Q1 2017.

MercerBell Calls In Two New Data Hires
  • Marketing
  • Technology

MercerBell Calls In Two New Data Hires

Proving many photos shot on an iPhone so often come out washed-out and grainy comes this article's accompanying pic.

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers
  • Campaigns

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers

Intrepid Travel has gone back in time and is placing classified adverts for a new ‘mystery expedition’ to places that yet mapped by Google.  The adverts to be placed in Courier Mail, Herald Sun and Sunday Telegraph are calling for intrepid people to join a journey with “long travel days, intermittent electricity, no Wi-Fi, cold […]

Watching tv and using remote control
  • Advertising
  • Media

GroupM Investment Forecast For Australia: TV On The Rise As Digital Slips

GroupM has updated its 2018 ad investment forecasts and released its initial 2019 outlook. GroupM predicts $24B in net new advertising investment this year, the best annual increment since the bounce back from the global recession in 2010 when $26B was added to investment. GroupM estimates total advertising investment will grow by 4.5 per cent this year […]

Indigenous Campaign Deemed Too Controversial By APN Media To Run
  • Advertising
  • Campaigns

Indigenous Campaign Deemed Too Controversial By APN Media To Run

Aboriginal Victoria’s campaign in support of Australia’s first-ever treaty legislation, Deadly Questions, has been deemed too controversial to run by one of Australia’s leading outdoor media providers, APN Media. Online platform Deadly Questions provides a safe space for people to ask questions and have them answered by Aboriginal Victorians, to learn more about their cultures, […]

Introducing: YouTube Music Australia
  • Technology

Introducing: YouTube Music Australia

The wait is over! Starting today, YouTube Music is available to everyone in Australia, New Zealand, the U.S, Mexico and South Korea in addition to 12 new countries including Austria, Canada, Finland, France, Germany, Ireland, Italy, Norway, Russia, Spain, Sweden, and the United Kingdom. Now fans around the world can find more of the music […]

Will PR Finally Earn Its Stripes At Cannes This Year?
  • Opinion

Will PR Finally Earn Its Stripes At Cannes This Year?

In this guest post, Haystac’s national general manager, Jason Carnew (pictured below), says with all this talk of Cannes at this time of year, it’s a kindly reminder that the PR business needs to get its act together in terms of awards, work and judging… All eyes on are Cannes as some of the best […]

Opinion

by B&T Magazine

B&T Magazine
Ex-DDBer Unveils Designer Headscarves For Cancer Survivors
  • Campaigns

Ex-DDBer Unveils Designer Headscarves For Cancer Survivors

Two-times cancer survivor, Frankie Good Stuff Award Winner, ex-DDBer and founder of Bravery Co. Emily Somers has collaborated with a range of top-notch illustrators to produce Australia’s first range of designer headscarves for young cancer warriors. She is now crowdfunding $40,000 to produce the scarves and donate one to all the young women in their 20’s […]

New Advertising Platform Launches Down Under
  • Advertising

New Advertising Platform Launches Down Under

Following its massive success in Europe, Asia and the UAE, the Polishoe concept, which brings a high-demand shoe polish service and HD digital advertising platform together, has landed in Australia.

Women In Media Profile: Aimee Buchanan
  • Media

Women In Media Profile: Aimee Buchanan

No Women in Media series would be complete without the irrepressible Aimee Buchanan. Read all her pressibles here.

by B&T Magazine

B&T Magazine
Set for blue sky, different clouds icons, cloud shapes, labels, symbols, icons. Flat graphic vector elements
  • Technology

PubMatic Unveils Cloud for Publishers And Tech Companies

PubMatic has launched PubMatic Cloud for publishers and tech companies looking to implement and control their own programmatic technology. By accessing PubMatic’s technology, global infrastructure and demand connections on a platform-as-a-service (PaaS) basis, clients are able to achieve full transparency and achieve greater control over their programmatic monetization. As programmatic trading becomes mainstream, innovations such as […]

Women In Media Profile: Claudine Hall
  • Media

Women In Media Profile: Claudine Hall

The Women in Media Awards are back for 2018! To celebrate this wonderful fact, and to recognise some of the killer women in our industry, we’ve created a women in media series – and have profiled some pretty inspiring women so far. This week, we chat with Bauer Media head of trade marketing Claudine Hall. […]

by B&T Magazine

B&T Magazine
Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks
  • Campaigns

Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks

Workers on construction sites receive five to 10 times more UV exposure every year compared to indoor workers. Target Tradies and Cancer Council have announced the launch of a partnership to help educate Australian construction workers about the importance of being SunSmart at work. With evidence showing that outdoor workers receive five to 10 times […]