1 September, 2015

Greenstone Ups The Ante On Customer Engagement

By Annette Slunjski

With four online brands to manage and rapidly increasing number of leads coming from digital, financial services organisation Greenstone (formerly Hollard Financial Services) has built Tealium, the leader in enterprise tag management and real-time customer data solutions, into the heart of its digital business.

Five years ago, inbound calls to the contact centre dominated new business for Greenstone’s insurance brands. Today the majority of leads and new business are delivered via digital channels.

Real-time is the new normal

“The rapid move to digital is much more than just a change in revenue streams,” said Mark Dawson, senior manager, digital at Greenstone. “Customer expectations and time to market with marketing campaigns changed as well – we can’t afford to wait weeks or months. Real-time is the new normal and Tealium helps to deliver real-time customer data that can be used across any of the other digital channels.”

The web sites for Greenstone brands – RSPCA pet insurance, Choosi, Real Insurance and Australian Seniors Insurance Agency – all rely on the Tealium iQ tag management system for the creation of a marketing exploitable data layer. According to Dawson, Tealium is now “an integral part of the business and relied upon to provide a single source of data”.

Greenstone’s marketing technology stack includes seven customer channel vendors and two internal measurement vendors.

A common data language

“We had a vision of a single view of each customer and the same view for both marketing and IT,” said Dawson. “Digital and IT are working together more and more, and need to be able to share data back and forth for projects and day-to-day operations. It adds needless complication if there are different versions of data. Tealium gives us a common data language that has enabled us to focus on bigger projects across the web sites – and achieve success faster.”

Tealium builds a unifying data layer between all the web site pages and all third-party suppliers across all marketing channels.

“This single source of data means consistent data driving every channel so we can build consistent customer experiences across channels like retargeting, email and social. It also means it’s easier to consolidate outcomes from each channel into a cohesive customer profile that we can action confidently,” stated Dawson.

Faster page loading

Technically, the Tealium iQ solution is already improving the customer digital experience by reducing page load overhead so web site pages load faster, encouraging visitors to stay longer. The data from these longer visits is then available to Greenstone to hone existing interaction channels or trial new channels or vendors easily and quickly.

“Using Tealium we know the data is ours to do with as we want, and limits risk strategically and operationally. We’re not wedded to a single technology vendor, so we can avoid the integration risks and concentrate on providing a great customer experience through any touch point,” concluded Dawson.

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