Agis has healthy returns from personalization

Share this article:

Dutch health insurance company Agis improved its operations and 
customer communications by using enterprise document presentation 
software.
Agis was formed in 2005 through the merger of three Dutch regional 
insurance firms, Anova, Anoz and ZAO, in preparation for the 
Netherlands' healthcare system moving from a public to private model 
in January 2006. The switch put immense pressure on insurers to 
become more competitive. Agis is one of the five largest specialized 
healthcare insurers in the Netherlands with 1.1 million individual 
customers.
"This is a position we are eager to maintain and improve upon," said 
Bertjan Teunissen, project leader at Agis, Amersfoot, Netherlands. 
"To do that we knew we needed to improve our processes, work more 
efficiently and take a service-driven and customer-friendly approach."
The Agis merger raised issues with  different systems and filing 
habits from each former company. Information retrieving processes 
were laborious and time-consuming.
"The goal was to reinforce our competitive position by approaching 
our customers in a personal manner, by offering efficiency and 
consistency in the correspondence process and by achieving cost 
savings," Mr. Teunissen said. "We also wanted to provide uniform 
processing of our correspondence and recording systems and to 
understand the amount of correspondence we were sending."
Another goal was to digitally archive the customer file in order to 
deliver information across channels such as print, short message 
service, direct mail or the Web.
After evaluating several products in December 2005, the company 
partnered with software company StreamServe Inc. Its product 
StreamServe Financial enables companies to convert internal 
information systems into interactive and customized communication 
channels for the creation and presentment of documents and customer 
statements in any format via any channel.
Mr. Teunissen said that Agis had to adapt its systems to provide 
StreamServe with the correct information, however this was not a 
major challenge because the company accepts various formats. Agis 
also had to change additional processes, such as the process at its 
outsourced printing factory.
Agis generates seven to eight million enterprise documents a year 
from its mainframe environment including letters, invoices, policies 
and settlement specifications from the administrative systems. 
StreamServe Financial lays out the document in the corporate style 
and processes it in a variety of file formats to distribute via 
printer, fax or e-mail.
The first challenge in which Agis used StreamServe was to merge the 
systems for customers with private insurance and customers insured 
under the national health service.
"We have been able to increase the efficiency of our correspondence 
processes and are able to help our clients better and faster," Mr. 
Teunissen said. "We also make fewer mistakes."
Agis has done various marketing campaigns with StreamServe since 
implementing it. A direct mail campaign called "Traffic Light" 
launched in 2006 first quarter gave Agis a return rate up to 12.5 
percent, Mr. Teunissen said.
He also said in general customers are communicated with better using 
StreamServe because all outgoing and incoming 
correspondence is put together into the customer file so the company 
can keep track of its customer relationships easily and effectively.
Agis also said it would continue to expand its 
StreamServe application. Plans include changing from physical output 
to a portal-like environment that allows for e-mail communications 
and migrating to StreamServe Persuasion, a platform that takes data 
from CRM applications and creates cross-sell, up-sell and brand
building correspondence.
Mr. Teunissen said the software ensured all outgoing correspondence 
automatically stores in the customer file. This provided staff with 
an up-to-date image of the customer's situation at all times. Agis 
can now process all information from one central application.
Mr. Teunissen said the uniformity of the outgoing correspondence has 
made it simpler to contract out large amounts of printing. This has 
saved the company more than $200,000 in printing costs.
"We also have a better insight into the numbers, which allows us to 
manage our supplies better," Mr. Teunissen.

Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in News

News Byte: Comcast Expanding Global Ad Delivery Through Partnership

News Byte: Comcast Expanding Global Ad Delivery Through ...

Through a partnership with Adstream , Comcast's AdDelivery Service expands its footprint across the globe.

40 Under 40 2014: Nominations Are Now Open!

40 Under 40 2014: Nominations Are Now Open!

It's time to nominate the 2014 crop of young marketing luminaries for Direct Marketing News's 40 Under 40 Awards. The deadline is Friday, June 6, 2014.

News Byte: MediaCrossing Partners with ASL Marketing on Youth Marketing Tool

News Byte: MediaCrossing Partners with ASL Marketing on ...

The digital media trading firm and marketing database company aim to help marketers target 13 to 34 year olds.