We set up chats with our dearest clients to discuss the WUA Digital Experience Dashboard’s role in their organization. In this edition: Sjoerd Roders, marketeer at DELA.
How does your job at DELA look? Can you tell us a bit more about your role and the organization you work in?
“DELA was founded more than 80 years ago to ensure a personalized and dignified farewell for its members by insuring and organizing funerals. At DELA we currently have four marketing teams that are working on expanding our propositions and keeping them up to date in order to meet the wishes of our (future) members.
“I work as a marketeer in a team that’s focusing on growing our customer base. That means offering our insurance policies through various channels, especially online. Our other teams focus on the brand or work more on offering our funeral products and services. We also have a team that focuses on improving the service to existing customers.”
What are the challenges you and the teams have to cope with at DELA to accelerate digital growth, and how do you manage?
“The challenge is that like every insurer, we have a lot of work to do in the IT landscape. We have been around for more than 80 years and the world has changed and has become more digital than ever. We’re working hard to keep up with digitalization and the fast-changing digital landscape. We’re determined to keeping our digital products up-to-date and also using new technology to innovate. There is much work to be done, so you have to make choices and prioritize: What do I do now and what do I do later?
“Implementing improvements based on market research or the WUA Dashboard, for example, sometimes has to be put on hold when other big projects come up in the meantime. We often find ourselves having to make a case for how important these improvements are, so we can get the IT-resources we need. The proof is in the A/B testing. That gives us plenty of strong arguments for putting the optimizations in place. And it works great: The increase in volume for insurance applications enables us to prove the value of the business case for the implementation. Other than those indicators, we also look at customer effort score and customer satisfaction score to assess the results of the A/B test and show how it adds value for our customers.”
At DELA, you’ve worked with the Digital Experience Dashboard for a while now. Can you elaborate on your approach?
“In the past, we bought the Web Performance Scan reports from WUA. We always work with a combination of reports, management summaries, and workshops. That’s always worked out really well for us. The reports give you really clear recommendations.
“Now, the Digital Experience Dashboard gave us a new approach, and we were really curious to see how it would work out. The session with your research consultant, Martijn, where we went through everything, really helped me a lot. We carried out some tasks and got to know how to use the Dashboard ourselves.
