Personalisation across the customer lifecycle: from quote to win-back

Quote created – by customer service, by the agency or online. The handover via interface starts the journey immediately.

1. Day 0: email or letter with a personal access code for the quote page. Access via a lock page with two factors.
2. Wait for event ‘quote viewed’: 5 days; one reminder if not opened.
3. Condition ‘viewed but not completed’ → task for customer service or the agency: offer a call back.
4. Exit: converted (application submitted) or completed when the quote expires.

Tariff and modules from the quote, contact person with photo, explainer video on the tariff.

The platform treats reminders that go beyond the requested quote as advertising: only with consent for the channel.

Share of quotes viewed, time until opened, sales after a call back.

Event ‘policy issued’ from the policy administration system. The journey starts the same day.

1. Day 0: welcome by email if consent has been given. Fallback: letter with a personal access code.
2. Personal onboarding page: contract overview, contact person, short explainer video, links to the app and customer portal. This is also where the customer chooses the channels through which you may contact them in future.
3. Wait for event ‘customer portal registered’: 14 days; otherwise one reminder with step-by-step help.
4. Day 30 · start check: “Has everything arrived?” – answer “no” → task for customer service, no further advertising in this journey.
5. Exit: converted (portal registered) or completed.

Tariff and modules, contact person or agency with photo, channel per consent, content per region, help only with what is still missing.

The platform documents every consent given on the onboarding page. Personalisation uses master and contract data, not health data.

Micro: onboarding page visited, consent given, app downloaded · Macro (primary): customer portal registered.

Registration rate, consents per channel, share of letter fallback, answers in the start check.

Use case: new customer onboarding · Onboarding profile for insurers

Event ‘settlement created’ with the outcome full, partial or no reimbursement. The benefit statement still comes from the policy administration system.

1. Full reimbursement: a short note on how the customer can submit receipts via the app in future.
2. Partial or no reimbursement: a personal explanation with the approved text module for the specific reason, plus a landing page with questions and answers and contact details.
3. Condition ‘question asked’ → task for the claims team.
4. Exit: completed; negative outcome in the event of a complaint – advertising pauses.

Settlement outcome, reason as an approved text module, tone per outcome, contact person.

Service is not advertising – no cross-selling in this journey. The journey uses only the outcome and the reason, no diagnoses. The landing page is protected by a lock page with two factors.

Queries per rejection reason, complaints, use of app submission.

Event ‘premium adjustment notified’ from the policy administration system.

1. Day 3 after the mandatory notice: email or letter: “Why your premium is changing – explained for you personally.”
2. Personal landing page: old and new premium, reasons as approved modules, explainer video, options such as a tariff change or a different deductible, contact.
3. Condition ‘option viewed’ → task for customer service: offer advice.
4. Exit: completed; converted if the contract continues after the adjustment takes effect.

Amounts, tariff, contract duration, suitable alternative tariffs, contact person, factual tone.

The mandatory notice remains unchanged and comes first. The journey supplements it and does not hide the right to cancel. The tone check blocks appeasement and artificial urgency.

Cancellations after the adjustment compared with a group without the explanatory journey, tariff changes, queries.

Premium adjustment profile using occupational disability insurance as the example

Contract anniversary, a change of life stage in the master data or a gap in existing cover, for example a missing supplementary module.

1. Gate ‘marketing consent’: no send without consent for the channel.
2. Suggestion by email or letter: one module, one argument that fits the profile.
3. Personal landing page: premium, benefits, purchase or appointment.
4. Exit: converted (purchase) or completed; displaced if a higher-priority journey starts.

Existing modules, age, marital status, region, argument from the approved argument pool.

Selection based on contract and master data, not health data. The AI drafts text variants; risk assessment and pricing are not part of it. Contact limits apply across all campaigns.

Sales per occasion and argument, unsubscribes, displaced participations.

Use case: cross- & upselling

Event ‘cancellation received’ from the policy administration system. The cancellation confirmation is sent independently.

1. Day 2: email or letter: “Before you go” – with personal alternatives, such as a different tariff or deductible.
2. Personal landing page: alternatives compared, an “I’d like to stay” button, call-back request.
3. Event ‘chose to stay’ → task for customer service: confirm the withdrawal of the cancellation.
4. No response: at most one reminder before the contract ends, then exit.

Tariff, premium, suitable alternatives, contract duration, contact person.

The cancellation stands until the customer states otherwise. Advertising requires consent for the channel. An objection immediately stops all journeys.

Withdrawn cancellations, switches to alternative tariffs, call-back requests.

Use case: churn prevention