In 2010, a Top 5 U.S. health insurer wanted to focus its customer engagement on states with growing Spanish-speaking populations. Keen to increase market share, the insurer targeted states in the American southwest and Illinois.
The insurer operates large, complex online experiences that are managed across several siloed teams. It would take visionary, unified coordination among Marketing, IT and other departments to launch and operate a Spanish-language CX.
The organisation had five key goals:
- Reach, engage and convert Spanish-speaking customers
- Empower customers to manage their accounts via a secure login portal
- Meet all regulatory requirements with excellent translated content
- Use its translated content to differentiate itself from competitors
- Outpace competitors with a rapid speed-to-market
After careful analysis, the company determined that using in-house resources to tackle the project would likely stall due to communication challenges, technical complications and operational complexity.
And even if the project got off the ground, it would take many months—or more likely, more than a year—to complete.
The insurer calculated the opportunity cost of not offering a Spanish-language customer portal, highlighting issues such as:
- Minimised brand awareness among Hispanics
- Costly gaps in customer service
- Stagnating market growth
- Lost market share
The insurer understood that it would lose more money if it ignored the needs of Spanish-speaking customers than it would spend to invest in a third-party translation solution. It engaged MotionPoint to handle the translation project.