Magazine article CRM Magazine

Interactive, Personalized Video Improves Customer Engagement at Security First Insurance

Magazine article CRM Magazine

Interactive, Personalized Video Improves Customer Engagement at Security First Insurance

Article excerpt


In a marketplace crowded with regional home insurers offering low-cost policies, Security First Insurance wanted to distinguish itself via the customer experience it provides. In short, Security First Insurance wanted to make and keep its customers happy. But that can be challenging when many consumers have a hard time reading long, complicated homeowners policies and are sometimes disappointed in their coverage as a result.

"Customers get unhappy when their homes are damaged, they need to file a claim, and they don't have the coverage they thought they had," said Ben Bomhoff, Vice President of Enterprise Systems, Security First Insurance.


Security First Insurance wanted to create a customer experience entertaining enough to make customers want to learn about the coverage and limitations of their policies. The company also wanted a product that would help engage customers throughout the policy lifecycle. Security First Insurance felt that personalized videos could help meet these goals.


Pitney Bowes EngageOne[R] Video, part of the Pitney Bowes Customer Engagement Suite, helps organizations deliver interactive, personalized communications to their customers. Consumers can control and interact with these videos, determining which parts they'd like to view, and when. Video capabilities can also help drive behavior across the customer lifecycle through targeted "best next engagement" recommendations: directing viewers to read a company's blog, contact one of its sales representatives, or visit an online customer service center, for example.

Working with Security First Insurance, Pitney Bowes developed an animated seven-minute interactive, personalized video that targets policyholders insuring single-family homes. The video begins with a friendly spokescharacter addressing the customer by name and inviting her or him to explore personalized information on coverage types, deductibles, billing processes and available discounts. The video then discusses the viewer's coverage and its limitations, explaining technical and terms in the process. Hyperlinked buttons that appear on the screen allow the viewer to navigate from section to section. The conclusion invites viewers to access the company website and home safety blog.


Pitney Bowes EngageOne Video has improved the customer experience at Security First Insurance by helping consumers better understand their coverage and by improving customer engagement. …

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