There are few things more stressful and complicated than a trip that is cut short or altogether canceled by an unexpected interruption. For the past 20 years, Travel Insured International has provided the highest quality travel protection and a world-class customer service experience to match. Travel Insured maintains relationships with specialty travel providers and tour operators, as well as provides 24/7 customer assistance, every day of the year.
Travel Insured had historically focused on the business-to-business market segment. In an effort to remain competitive with other carriers, the organization has shifted its focus to offer services to the consumer market. Travel Insured had previously been using Pardot to automate marketing efforts for its business partners and the marketing automation tool proved to be useful for business-to-business marketing. The organization originally attempted to automate marketing with its existing tool however, Pardot was not providing the flexibility, scalability, or robust feature set that Travel Insured required. In gaining familiarity with the Salesforce platform, the company understood Marketing Cloud could provide enhanced functionality and had the potential to be a sound investment to expand its book of business with the tools it needs to engage with a consumer customer base.
The company made the decision to invest in Salesforce Marketing Cloud for marketing to consumers on a one-to-one engagement journey. Travel Insured chose Silverline as a consulting partner to implement Marketing Cloud and improve its business-to-consumer marketing capabilities by configuring solutions that enable automation of emails; journeys including post-quote, onboarding, and post-purchase; co-branded travel agency communications; and customer lead generation including SEO to email, AdWords, social advertising, social listening, and social publishing. Additionally, Silverline led hands-on training that enabled the company’s team to be successful upon go-live and hit the ground running.
A struggle among the organization and its competitors is that a lot of travel insurance companies have similar names and additionally when buying insurance many customers don’t recall who they purchased from in the past when they book future trips. Marketing Cloud has given Travel Insured the ability to maintain relationships with past and current customers to nurture those relationships in the future. Since implementation go-live, unsubscribe rates have been very low and Travel Insured has seen high click-through and open rates to get its name at the top of its customers’ mind. By having this robust platform of engagement, Travel Insured’s customers will be able to develop a strong relationship with their travel insurer to feel secure in their travel arrangements knowing they have a long-term partner who is there for them when the need arises.
Travel Insured now has a robust tool of engagement to communicate and engage with consumers. As Travel Insured continues its journey on the Salesforce platform focusing on one-to-one engagement, the company hopes to build brand loyalty and nurture its customer with the right information, at the right time, and in the right way.
“I’m really glad we have Silverline as a consulting partner. One of the reasons why we chose Silverline is because of their focus on training which ultimately set us up for the best situation out of the gate,” Adriana Costa, Salesforce Marketing Cloud Administrator, Travel Insured International.
To learn about how Silverine can move your business forward with tools like Marketing Cloud, see our marketing automation solutions here.