Building personalization into your online member portal is like keeping up your end of a conversation. You are acknowledging the important details that your customer has shared, and tailoring your responses to the unique ways they want to interact with your brand. Demonstrating genuine interest in meeting the customer’s needs is a way to carry your brand’s in-person customer care style through to your online customer relationships.
Research shows that as many as 74% of consumers feel frustrated when served website content that is irrelevant to their interests, such as promotions targeted toward market segments that don’t include them. Conversely, providing real-time personalization driven by user behavior and characteristics helps close the gap between customer goals and your site’s content.
Here are five tips to improve the application of personalization within your health insurance member portal:
- Begin with a narrowed focus on areas where personalization can provide the greatest returns. The 3 to 4 pages where key conversions take place is a great place to start. Outside of the obvious choice of your public site home page, consider the member registration page, member login landing page, and primary page used to tee-up your online shopping experience. Customer analytics tracking can help derive insights and refine what works best for achieving your digital conversion targets over time.
- Provide location-based messaging. This is especially valuable for engaging consumers who are accessing your site through mobile devices. This can be ideal for location-specific promotions and benefits, such as local educational seminars, in-network providers, and wellness resources such as fitness centers.
- Dynamically prioritize content based on member behavior. Take a page from online retailers like Amazon and display recommendations based on recently viewed options, past purchases, and what other consumers with similar shopping behaviors bought. Another option is to record and display recently visited pages, creating shortcuts to favorite destinations such as current deductible balance.
- Generate activity-based website content or automated, personalized emails. For example, send a congratulatory notice upon reaching a health goal – along with an option to post a badge to the member’s social media accounts, affirming the accomplishment and promoting your brand’s messaging to their social network.
- Adapt content based on member characteristics. Content unique to member product type and circumstances, such as group or individual membership, current product type(s), past qualification for a premium tax credit, and renewal status can be surfaced as appropriate, along with whether or not the member has converted for CTAs (like reviewing dental coverage options).
If you like the idea of including personalization within your member portal, but aren’t sure your technology is up to the task, there are a number of customer experience management platforms, such as Sitecore, that provide cost-effective options for tracking and leveraging blended customer interaction data along with marketer-friendly configuration tools. However you choose to tackle personalization, know that your members expect your brand to know who they are – and to be as engaging through online touch points as you are through direct conversations.