Minnesota Life Launches Online Campaign to Capture Customer Service Successes

By Susan J. Campbell
TMCnet Contributing Editor

There is very little that can promote the services of a company better than its own satisfied customers. Minnesota Life Insurance Co. is hoping to capitalize on the experiences of its customers and to capture those great moments. To do so, the company has invited customers to share their experiences on their microsite: expectgreatservice.com.

The site is just one part of the company’s B2B ad campaign, “Exceptional Service Shouldn’t Be an Exception.” The site currently features stories about employees of Minnesota Life’s group insurance division who have made it their business priority to deliver great customer service. For Minnesota Life, however, they want to gather information from all industries.

'We invite people to share their own stories about great service, whether it was with an insurance company, an airline, or a street vendor,' said Von Peterson, senior vice president of Securian Financial Group, Minnesota Life's parent company, in a statement. 'Exceptional service happens when one person cares enough to make sure another person is happy. That's what makes good companies great.'

The group insurance division of Minnesota Life has driven much of its growth as a result of a priority on exceptional customer service. In 1991, it was the 16th largest group insurer with $66 billon of insurance in force. By 2009, the company had grown to the fourth largest group insurer, with more than $547 billion of coverage in force.

To measure its success in the eyes of its customers, Minnesota Life conducts annual satisfaction surveys. This research has revealed that 98 percent of customers would recommend the insurer to another company and 99 percent report they are satisfied. Proof of their success was especially obvious during the recent recession as its group insurance sales rose 15 percent.

To post a story about your own great customer service experience with Minnesota Life, visit www.expectgreatservice.comand click on “Share your service story” that appears in the lower right hand corner. Simply fill in the form and Minnesota Life will post stories on the site.