Customer Engagement Deep Dive: How to Build Personalized Cross-Channel Journeys
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Star Health & Allied Insurance Co. Ltd. is a leading Indian health insurance company headquartered in Chennai. It began operations in 2006 as India’s first standalone health insurance provider. Star Health offers a range of native products across health, personal accident, and overseas and domestic travel insurance, serving a large customer base with a commitment to health and financial security.
As a market leader, Star Health sought to modernize its customer relationship, which was traditionally centered around the infrequent annual renewal cycle. While the brand successfully served a massive policyholder base, engaging these customers outside of their renewal window presented a significant opportunity. The primary challenge was three-fold:
Infrequent Digital Touchpoints: Engagement was highly seasonal, meaning policyholders were largely inactive on the Star Health app, limiting proactive communication and support.
Optimizing Digital Lifetime Value: The annual nature of the product constrained opportunities for year-round value delivery and accelerated adoption of new app features, services, and educational content.
Need for Data Unification: Valuable customer information resided in disparate legacy systems, preventing the necessary consolidated, 360-degree view required to deliver truly personalized and timely digital outreach.
The strategic goal for Star Health was clear, to proactively drive perpetual engagement through the app, transforming the policyholder experience from a passive, transactional relationship into an active, value-driven partnership.
MoEngage has been a great Martech partner for us, enabling effective ways for us to engage with our large customer base. The partnership has already lead to a 2X uplift in Policy Holder MAUs and 56% increase in active downloads of our app. Features like Flows have also allowed us to automate rich customer journeys end-to-end leading to quicker go-live timelines and 50% reduction in dependency on tech teams.
Sherpa A/B testing for Push notifications is our go-to for feature adoption—simple content splits help us drive actions like FaceScan or online doctor consultation. The platform, complete with its minute Analytics and User Path insights, has left us very impressed.
Star Health recognized that enhancing the customer experience required integrating the app into a robust, comprehensive omnichannel strategy. They opted for MoEngage's Customer Data and Engagement Platform (CDEP) to achieve these strategic imperatives:
1. Centralizing Data for a 360-Degree View
The Star Health marketing team’s first priority was to consolidate customer data from 4–5 disparate offline and online sources into a centralized system. This integration broke down data silos and delivered a 360‑degree customer view, enabling Star Health to identify leakage points across the entire policyholder lifecycle and build precise cohorts tailored to specific insurance needs.
2. Orchestrating Real-time, Omnichannel Nudges
Leveraging these insights, Star Health integrated In-App Messaging and Push Notifications—adding to their existing Email and SMS channels—to amplify their engagement initiatives. MoEngage Flows became the game-changer, automating entire customer journeys with a clear focus on accelerating feature adoption. Real-time nudges ensured customers received relevant, timely interactions that drove engagement without disrupting their mobile app experience.
3. Boosting Operational Efficiency
They further enhanced their campaigns by automating them using MoEngage's Flows that delivered significant gains in operational efficiency. What once required the coordination of 3-4 distinct teams for campaign execution was consolidated, resulting in a 50% reduction in dependency on technical teams and faster go-live timelines.
Using MoEngage, Star Health was able to:
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MoEngage is an insights-led platform trusted by 1,350+ global brands like McAfee, Flipkart, Domino’s, Nestle, Deutsche Telekom, and more. MoEngage’s powerful analytics, personalization, and AI capabilities give a 360-degree view of your customers and help you create journeys across digital channels.
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