Cigna Indonesia created a customer value management (CVM) department, which uses analytics to capitalise on big data using SAS software. Powerful SAS software enables faster, better decision making by improving the analysis of the vast and growing amounts of data.
The CVM department uses SAS to design effective campaigns that improve response rates, determine the precise profile based on personal data, design a contact strategy with tailor-made offers, and optimise results.
Using SAS, the CVM department is able to analyse data faster and more accurately than before, providing customer insights that telemarketing agents rely on to extend the right offers to the right customers at the right time. After analysing the customer data, the analytical team makes recommendations to the sales and marketing departments.
To remain competitive, insurance companies must understand how customer needs and behaviour change over time. Building a big data analytics capability offers Cigna a great opportunity to gain greater customer insights and turn these into tailored offers.