28 Sep Project Story: Optimizing Data Management and Customer Journeys for an Insurance Agency
A regional insurance agency needed an improved process for capturing policy information in Salesforce, as well as marketing to policyholders.
To create a solution that would meet this client’s needs, Fast Slow Motion first created an Individual Policy Intake custom object to act as a data warehouse. We then set up a Jitterbit job to pull an SQL export of data from an outside server and insert the data into the Individual Policy Intake object. We then used Mass Action Scheduler with a Mass Action Configuration to execute a flow on the data. The configuration checks the Individual Policy object for new intake records for which we have not yet executed the flow. The configuration also schedules the flow to run daily.
The flow checks whether a related account exists for any new policies, and if so, will update that account with the new policy information. For new policies without a related account, a new account is created. Newly created accounts are pushed over to Marketing Cloud using the Salesforce Marketing Cloud connector, and, based on account and policyholder information, are added to a winback campaign when appropriate.
In Marketing Cloud, we used Journey Builder to set up automated marketing emails that are sent based on the account’s campaign status. When emails are sent, that information is recorded in the insurance policy object, so that accounts don’t get pulled back in for future email sends.
Now the client benefits from an optimized process that accurately captures and updates policy information for related customer accounts in Salesforce. They can also increase customer winback with a customized, scalable automated marketing process that appropriately engages the policyholder.
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