Digitisation and personalisation - the power of data.

Once a year, Dutch health insurer, ONVZ, in cooperation with MKB-Nederland, runs a competition to find 'The Most Vital Company in the Netherlands'. The honour is not bestowed lightly. To gain insight into the vitality of organisations and the wellness of employees, various ONVZ Corporate Health Managers would take time out to visit the companies and probe staff members to fill out a paper questionnaire. Collecting this data and processing it into valuable insights used to be done manually. This consumed a lot of precious time. Moreover, ONVZ was looking for a way to provide companies insight into the status of their vitality, even beyond the annual contest. Engagement Factory developed the VSCAN for them, an online survey that can be completed anywhere, at any time.

By digitising the paper 'vitality scan' into an interactive questionnaire, ONVZ can now collect much more valuable data about their prospects and customers in less time. What’s more, the results are processed automatically, almost instantly. ONVZ's Corporate Health Managers now have more time to focus on evaluating the scores. They can devote more time to drafting proposals and preparing follow-up agreements for tailor-made insurance packages. The 'self-service survey' principle allows ONVZ to continuously generate new contacts and leads.

One of the goals was to receive as many scans as possible that are of good quality, presenting an accurate and complete view of the vitality status of a company and its people. The VSCAN also had to:

• Provide insight: Give organisations insight into the wellness of their company.
• Inform: Teach ONVZ customers how to get a step higher up the 'health ladder'.
• Collect data: Allow ONVZ to collect valuable data from their prospects and customers without being intrusive.
• Nurture: Feed the customer base with personalised, relevant content based on previously obtained insights.

With these objectives agreed upon, it was time to get going. First of all, we looked at the customer journey of the buyer persona, 'Martin' (an SME entrepreneur). We studied the motivations, questions and information sources that apply at every stage of his journey. Using this input, we created a content strategy. We identified six health issues and linked them to a set of clearly formulated questions and statements. We made sure that after completing the scan, the results would be displayed directly on the screen, and that the respondent would also receive an email with the general scores and detailed results per theme. At that stage, the user is placed in a specific lead nurture flow. To enhance workplace vitality, 'Martin' now regularly receives new, relevant tips and information based on the initial results. Of course, there is also a clear call-to-action in each email to reach out to ONVZ for support.

Developing an online survey campaign may seem a bit simplistic, but it does require a lot of thinking.