How Slovenia’s largest bank-owned life insurer connected service, marketing and mobile around one customer relationship.
An insurance policy can remain part of a customer’s life for 10 or 20 years. Yet many customer interactions still begin without the context of what happened before.
A question arrives by email, another by phone, while policy information sits elsewhere. Customers repeat themselves, and teams rebuild the full picture.
Zavarovalnica Vita wanted to change that.
Together with Agilcon, the company built a connected service foundation, introduced mobile chat and expanded into personalised, trigger-based communication across email, push notifications and the e.VITA app.
Today, 99% of calls are answered immediately, while 84% of requests received through email or mobile chat are resolved within eight hours.
A long-term relationship needs continuity
Zavarovalnica Vita is Slovenia’s largest bank-owned life insurer, distributing policies through bank branches and online.
The customer relationship can continue for decades after a policy is purchased.
Our job is not just to sell an insurance policy. It is to stay relevant to the customer for the next 10 or 20 years through strong service and timely communication across the full insurance lifecycle.
Angela Sekuloska
Deputy Director of Marketing and Digital Sales, Zavarovalnica Vita
Before Salesforce, maintaining that continuity was difficult.
Email and phone support provided limited interaction history, weak analytics and no consistent way to monitor service performance.
Marketing data was not fully connected, campaign audiences were often imported manually, and behaviour- or lifecycle-triggered communication was difficult to run.
The channels existed. The continuity between them did not.
One service environment, more complete customer context
Zavarovalnica Vita began its Salesforce journey in 2018 by introducing Service Cloud with Agilcon.
The first priority was practical: give service agents the information and tools needed to handle customer requests more effectively.
Today, agents can access customer details, policy information, payment status, due dates and previous communication in one environment.
Customers repeat less and receive faster answers, while service teams gain clearer ownership, more consistent case handling and better performance visibility.
Vita later connected mobile chat from the e.VITA app to the same environment.
We quickly saw that chat works differently from email. With email, customers accept some delay. In chat, they expect a short and fast reply.
Angela Sekuloska
Deputy Director of Marketing and Digital Sales, Zavarovalnica Vita
The channel may change, but the customer context stays with the conversation.
Relevant communication at key lifecycle moments
Once the service foundation was established, Vita expanded its focus to marketing and digital engagement.
The team started with moments where timely communication could make an immediate difference. One of the first priorities was onboarding after a policy purchase.
Vita combined email, push notifications and in-app messaging into one journey. Email carries detailed information, while mobile messages prompt timely actions such as reviewing a policy or using a benefit.
The team selects the channel according to the message, the moment and the action expected from the customer.
Marketing can now run trigger-based lifecycle communication instead of relying mainly on manually prepared, one-off campaigns. The team also has clearer visibility into campaign results, journey steps and channel performance.
Measurable impact in service and marketing
The strongest proof is visible in Vita’s service results:
99% of calls are answered immediately.
84% of requests received through email or mobile chat are resolved within eight hours.
In insurance, customers often need clarity or support around sensitive issues. Fast, informed responses strengthen trust when it matters most.
The transformation also changed daily operations:
- Agents manage conversations in one connected service environment.
- Customer interactions continue across channels without restarting from zero.
- Service leaders track response time, resolution rate, first-contact resolution, CSAT and agent performance.
- Marketing teams activate lifecycle journeys around relevant customer moments.
- Campaign and channel performance can be compared in one place.
Start with real use cases and build step by step
You cannot build a connected experience by turning everything on at once. You have to start with real use cases and build step by step.
Angela Sekuloska
Deputy Director of Marketing and Digital Sales, Zavarovalnica Vita
In marketing, this meant starting with defined use cases and customers with valid GDPR consent. The team did not attempt to activate the entire database and every type of transactional communication at once.
The same approach supported adoption. When Vita introduced mobile chat, key service agents joined the design process early. Their input helped shape the daily workflow and accelerated acceptance.
Agilcon helped Vita turn business priorities into practical use cases, connect channels around customer context and expand the platform over time.
Four lessons for other insurers
Build the service backbone first
Reliable customer context, clear processes and measurable performance should come before advanced automation.
Connect channels around one customer history
Channels become connected when customer history and service processes continue across them.
Focus on real lifecycle moments
Onboarding, policy updates, payment reminders, renewals and benefit usage provide strong starting points for relevant journeys.
Involve the people who will use the solution
Early participation from service and marketing teams improves design, accelerates adoption and exposes operational issues before launch.
A connected insurance relationship built to evolve
Together with Agilcon, Vita connected service and mobile chat and introduced more timely, personalised communication across the insurance lifecycle.
The result is a faster, more measurable way of working, supported by customer context that follows the conversation across channels.
The foundation can now support new service capabilities and customer journeys as Vita’s needs evolve.
Are your customer conversations still divided across systems and channels?
Agilcon helps insurers connect customer data, service processes and personalised communication on Salesforce.
Talk to our financial-services team about the clearest next step for your organisation.
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