From use cases to implemented customer journeys: how Atupri puts strategies into practice

Atupri is a Swiss health insurer for private individuals with an eventful history. Founded in 1910 as the SBB Pension Fund, Atupri has been an open health insurer since 2016 and now offers a range of innovative insurance products.

Creating digital interactions that inspire

By developing from an employer-based health insurance company with a trailblazing role in social policy to one of the largest health insurers in Switzerland, Atupri had already demonstrated a pioneering spirit and ability to innovate.

To build on that, the insurer wants to reposition itself digitally. Specifically, they want to put a strong focus on their insureds and their experience when interacting with the brand. Atupri seeks a customer experience that is as convenient, simple, straightforward, and self-explanatory as possible.

gateB supported Atupri in various ways to improve the customer experience. We started with a data-driven approach and followed it through from use cases to customer journeys, and ultimately their implementation via “stories” in the marketing automation solution bsi.cx (i.e., (BSI stories).

The BSI stories were designed based on Atupri's strategic requirements and then implemented via bsi.cx. The implementation also included the design of templates and landing pages.

Employee training helped them to learn the new way of working in lockstep with the implementation of the BSI stories, and to establish the sustainable use of this tool long-term.

In addition, gateB supported the Atupri team in campaign management during the company’s intensive fall months.

Results

• Consistent optimization of existing BSI stories and practical design of new stories for the benefit of employees and policyholders

• Implemented customer journeys contribute to the strategic goals

• Continuous and demonstrable improvements through the new "test-learn-optimize" approach, both in terms of customer interactions and internal collaboration