Thanking Retention Video
The assignment was to develop communications and tangible giveaways to be used for top large-group clients upon renewal. When renewal occurs, the president and RVP of sales will deploy an outlook template thanking these clients personally for renewing their business. The email will be followed by in-person outreach that may consist of lunch or dinner and providing a tangible gift. Currently, there is no process or consistency. The team would like to tie it to our milestone anniversary campaign.
The targeted renewals whether they be top clients, difficult renewals, politically driven, or others currently receive an outreach by the RVP sales only. We want to acknowledge employers who have renewed with Anthem formally and recognize the standing partnership. Often renewals are considered secondary and not treated as they are ‘new’ clients to Anthem.
Local sales would like to change this perception and illustrate to top employers their renewal is just as, if not, more important to the local Georgia sales team and all those who have worked with the client. Sharing gratitude will indirectly influence future renewals. In addition, Anthem is leaning on word-of-mouth to other employers.
Solution
- We value their partnership and hope to continue it for many years to come.
- Area to personalize, develop a video within illustrating gratitude
KPI
- Strategic priority on indirectly influencing renewals (95% retention rate). Continue at flat or increase over the year. Open rate of 40%. Anecdotal feedback from employers will be captured.
Proof Points
- Key reasons sales supplied as a rationale to why groups renew with Anthem.
- Speak to the continual changes in the industry and evolve together.
