Customer retention and customer engagement are two key aims of AIA Australia’s Vitality program rewarding a consumer’s healthy lifestyle, according to digital CRM manager, Nathan Cole.
AIA Australia is a life insurance specialist with over 40 years’ experience offering insurance products through financial advisers and a valued network of partners, as well as direct to consumers.
In 2014, it launched AIA Vitality to Australians as part of their life insurance products, a program that rewards a healthy lifestyle. The health and wellness program provides members with knowledge, tools and motivation to help improve their health.
In 2016, when Cole joined AIA Australia, the team began to broaden use of the Marketo marketing automation platform for the Vitality program.
“We did this to engage with our customer base where they wanted to interact with us and do this in a more targeted and personalised way,” he told CMO.