Edna has implemented VK Notify in client communications of Rosgosstrakh

2025: Implement VK Notify

IC Rosgosstrakh has launched VK Notify for service notifications. Customers of the insurer can now receive personal messages from the VKontakte community, for example, with information on the extension of insurance contracts and the settlement of insurance events. The reading rate of messages exceeded 60%, and thanks to the inclusion of VK Notify in cascading mailings, that is, a series of messages, the conversion increased by 15%. Edna, USC (formerly mfms) announced this on March 26, 2025.

Rosgosstrakh insures almost 7 million people, organizations and enterprises throughout Russia, and the number of customers is growing annually, so the company pays great importance to client support, informing and closing feedback. Various channels are involved in communication with clients: email, SMS, cascading mailings with the possibility of dialogue, where each subsequent message depends on the response of the recipient to the previous one. To expand the number of communication channels, it was decided to test VKontakte chats. The advantage of this channel was the ability to use additional tools: adding action buttons (registration or renewal of the policy), links, downloading media files, supporting communication with the company without redirecting to its website, that is, remaining in one communication channel.

VK Notify service was tested in two important areas: operational communication with customers during large-scale floods and natural fires in 2024 and informing customers on OSAGO and mortgage insurance about the prolongation of their policies.

Since the connection, VK Notify has become one of the most significant communication channels: since to achieve the goal of communication, we use a cascade of outgoing messages and often start with a VKontakte message, and if it is not read, we connect other channels. Practice has already shown that VKontakte messages are not perceived as unnecessary information, unlike calls or SMS, and are more often viewed by recipients. All personal data are reliably protected according to the norms of the law, which is an additional value for both the client and the company, "said Svetlana Bury, Director of the Department of Customer Relations Management at IC Rosgosstrakh.

Edna was chosen as the provider, since the company is already a supplier of SMS service for Rosgosstrakh and offers the configuration of cascading mailings. In addition, the integration of VK Notify through edna fully complies with information security standards and ensures the protection of personal data. For the implementation of VK Notify, special software was finalized, which made it possible not only to send VKontakte messages, but also to add media, links to them, configure SMS sending only by "read VKontakte" status. At this stage of the project, edna provided expert support.

The pilot project lasted 9 months. The average level of delivery of VKontakte messages was 40% for active users of the social network. Of the delivered messages, 60% received read status. SMS was immediately sent to registered users, but rarely visiting the social network, through the cascade. The efficiency of mailing with built-in VKontakte was on average 15-17% higher than without it.

In the future, Rosgosstrakh plans to scale the pilot to all types of communications with customers. The plans also include finalizing analytics and communications reports, which will allow customer relations specialists to quickly assess the results of work and improve the quality of service.

For large businesses, where base there are millions of customers, it is critical to use different channels. The usual way of communication using SMS is increasingly added to the traditional method of communication using SMS. messenger Thus, the introduction of VK Notify allows you to solve several problems at once: communicate with customers in a convenient channel for them and reduce costs. Since sending VKontakte messages by phone number costs 6 times cheaper than SMS, "added Alexander Dubrovin, a business partner in the edna IT company.