AOK

Responsibilities

• Developing and carrying out AOK’s complete rewards program

Customer

For more than 100 years, AOK has stood for reliability and comprehensive medical care as Germany’s largest health-insurance provider. AOK serves 25 million people – nearly one-third of Germany’s population. AOK has also set up a broad health management system, i.e., a dynamically introduced quality management program has been combined with increased efficiency in the provision of healthcare.

In 2005, AOK introduced a rewards program for its members that is designed to promote prevention activities in the healthcare system. This program has helped bolster AOK’s position in the highly competitive health-insurance market and strengthen member loyalty.

arvato services has been involved in the effort from the very start, assisting the insurance company during the conception phase. From there, it has helped successfully introduce and carry out the entire rewards program.

To meet the rewards program’s demanding requirements, designers developed complex solutions that covered the complete range of services – from the setup of a database to reward logistics. For these purposes, arvato services turned to its extensive value chain, consisting of CRM consulting, data management, letter shop, customer services and logistics. The so-called one-stop-shopping concept draws on previously created and coordinated processes. AOK also receives services from a single source and, as a result, can focus on its core business.

Through the use of diverse reporting activities, the achievements of our services can be measured, and additional targeted marketing campaigns can be successfully introduced.

The constantly growing number of participating AOKs and their members shows just how beneficial the rewards program has been.

Central activities

• Developing and introducing the database as well as an Internet site, a service center, and white-mail and e-mail processing
• Conceiving the rewards checkbook for all participating AOKs
• Producing the rewards checkbook on a weekly basis and sending it to all members
• Managing the database and data
• Developing and compiling comprehensive reports