Q & A with Nathan van Rooyen: Santam Head of Digital Marketing
Q: How is the new website supporting the brand?
A: Everything that we do in the digital space is integrated with our brand positioning. Our new website is Santam’s digital home and it represents our brand and therefore must support our value proposition of Insurance Good and Proper. It needs to be more than just a promise, it needs to be something tangible in the reality of our clients’ everyday lives.
The content we provide informs the tools which are there to assist consumers with their needs and to help them manage their risk.
Q: What informed the need for the update?
A: We found that with our digital growth over the past three years, we needed a central focal point that could pull all our digital platforms together. Our business needs had changed and we needed a single platform that could house all the tools we offer our customers; utilities, product and multimedia content. The old Santam website was no longer able to support our other digital systems, you could say that we outgrew it. The new site is well positioned for future growth and has the capability to support our next wave of evolution…. Watch this space!
Q: What functionalities are key for the insurer?
A: Giving our customers what they need is key for us, so ensuring a better seamless user experience was the first thing.
What lies at the core of our business is claims handling. We pride ourselves on being there for our policyholders when they need us most, and that is at claims stage, so we’ve added a handy claims submission form on the new website. It’s a tool that assists with getting the process started after which one of our client service staff will contact the policyholder to see the process through to the end. Ensuring a smooth hassle free claims process is vitally important and benefits the business and our clients.
Letting consumers know what products and services the business has to offer in a clear and simple manner was an area that needed improvement on our previous website. We have upgraded the new website with rich media content and utilities that assist visitors with finding out more about Santam’s products and how we are able to help them manage their risk.
Q: How did you spec the effectiveness of the site?
A: We involved consumers in the design process and were able to identify their needs.
Essentially, they were looking for accurate tools such as calculators that would assist them with gathering information when shopping for insurance.
Q: What are the transactional capabilities?
A: Visitors can request a quote, find a broker and start the online claims process (no need to wait for Monday morning!). Clients can also communicate with the business via our website and give us valuable feedback. Additionally, we also have a dedicated intermediary portal with login access from our website.
Q&A by Atmosphere for Santam
For more on the new website and it’s offerings, visit www.santam.co.za