journey to an engaged enterprise womma

Rod Brooks VP & Chief Marketing Officer, PEMCO Insurance

President: Word of Mouth Marketing Association

2

A Journey has Stages…

• Functions are disconnected – in silos

• Marketing only through traditional channels

• Customer support delivered through traditional channels

• Ambivalent to online conversations about the brand

• Social not on executive radar

Traditional

Stage 1

• Mavericks break through, but still no formal teams in place

• Lots of dabbling in social channels

• Monitoring conversations in silos

• Fractured tools, but proliferating

• Advocate engagement in pockets

• Lots of customer data with no connection

Stage 2

Dabbling in Silos

• Empowered team run by a proven leader

• Focusing the channels, editing to amplify

• Listening yields implications, but crisis causes confusion

• Focused effort on training and education

• Baseline framework for metrics

• Tools consolidation

Stage 3

Operationalizing

• Central team still exists, but more work pushed to business units

• Channels yielding impactful results

• Employees engaged and competent

• Rigor in dashboards is moving executive numbers

• Systems and tools are optimized

• Execs are bought in

Stage 4

Real Results

The journey to an engaged enterprise

Accelerators

Decelerators

The Destination: The Fully Engaged Enterprise

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Stage 5: The Fully Engaged Enterprise

• Customer engagement

equally distributed

• Breakthrough business

results

• Brand dashboard ties to

revenue and loyalty

• 360 view of the

customer

• Ideal mix of brand

advocates

• Senior executives

leading with customer

engagement

• Faster to market with

product improvements

• In depth customer

knowledge

• Better risk management

• Less requirement for

price differentiation

• Operate with best talent

• Increased efficiency

• Change customer’s

lives and lifestyles

Business

Outcomes

Organizational

Impact

Advocacy Scales:

• “I trust you”

• “I recommend you”

• “I’m valued & heard”

• “You anticipate my

needs”

• “You get me”

• “No reason to guess”

• “I’ll be loyal to you”

• “My life, my family,

my hobby’s are

better because of

you”

Customer

Evidence

Deep Customer Insights and Empowered Engaged Employees

The journey to an engaged enterprise

PEMCO’s Playbook:

The Journey to an Engaged Enterprise

Who is PEMCO?

• Personal-lines mutual insurance

company founded in 1949

• Serves niche market of

preferred risk policyholders

• Provides coverage to ~200k

Washington households

• Historically conservative and

legacy oriented

• Leads with relationship

The BHAG: Our Big Hairy Audacious Goal

8

PEMCO customers

can’t stand the thought

of friends & family

doing business with

anyone else.

“Never have to advertise

for a lead again”

Challenges: Old and New.

• Highly regulated industry

• Product perceived as a commodity

• Insurance is an unsought product

Industry 1

Environment

2

• Consumers heavily influenced by peers, friends, even

strangers online

• New & unfamiliar channels are sustaining brand

conversations

BHAG Sounds Great: But How?

Build engagement opportunities by enabling

audiences to:

Do Something

1

Share Something 2

Get Something 3

BHAG Sounds Great: But How?

Build engagement opportunities by enabling

audiences to:

Do Something

1

Share Something 2

Get Something 3

Awareness To Advocacy

Identify, Engage, Enable, Encourage Advocates

Transaction Stage

PEMCO’s Winning Strategy

Differentiate on hyper local

Deliver world class customer experience

Drive improvement through service innovation

Different because we live, work,

learn and play in the same

communities.

Invest in long-term

relationships with consumers

through consistent engagement

Extend responsibility to build

customer relationships & heed

VOC across organization

PEMCO’s success depends on the positive opinion of people like me.

They listen, participate, encourage and enable me to share with others.

Listen

Participate

Encourage

Enable

14

+

Partnership

Develop A Game Plan:

Social Media Guidelines

Boot Camps

Yammer

Ratings and Reviews

Leadership Summits

Pilot Projects

Social Media Guidelines

• Clear statement of purpose

• Inform and reassure

reluctant stakeholders

• Establish engagement

expectations

• Educate employees on

best practices

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Appease reluctant stakeholders

and empower employees

Boot Camp

Increase familiarity & comfort of employees

• Explain guidelines

• Tutorials provide a step-by-step

how-to approach

• Examples demonstrate

consumer use

• Case studies explore social

media engagement and

suggested responses

Finding The Right Tools

Reduce communication barriers with

employee networking tools

Share Voice of the Customer

1

Empowering Employees

Reduce communication barriers with

employee networking tools

Share Business Ideas

2

Real Time News Updates

Reduce communication barriers with

employee networking tools

Share News and Updates

3

It’s Not ALL Business

Reduce communication barriers with

employee networking tools

Foster Employee Community

4

Measuring Success

When employees have the right tools…

…they will engage.

Ratings and Reviews

• Give back office employees

access to customer voice

• Celebrate & share your

success stories

• Learn from mistakes and

consistently improve

• Own the results

Increase customer-focus through direct

access to Voice of the Customer

• Start every meeting with a

customer story!

When Paul learned that his dream home had been

burglarized and stripped of $10,000 of new hardware, he

didn’t know where to turn. Though a unfortunate setback to

the project, Shelly from PEMCO helped make a quick

decision and the project moved forward on time.

Getting hit by another driver is never a pleasant experience,

but when it’s Memorial Day weekend, during rush hour traffic while

you’re on your way to a job interview the experience can be downright

traumatic. Though Carole hopes to never be involved in accident like this

again, she knows if she is, PEMCO has her covered.

Pulling into a parking spot, a passenger

in the car next to Jack opened their door. Both

cars were damaged – but Denise, Jack’s PEMCO claims

adjuster, was friendly, efficient, and made the customer feel like

taking care of his claim was her top priority!

Social Media Leadership Summits

Do Something 1

Share Something 2

Get Something 3

Social Media Leadership Summits

Do Something 1

Share Something 2

Get Something 3

Social Media Leadership Summits:

Pilot Projects:

• Decentralize ownership

• Enrich social media team

• Decrease concentrated

demand

• Experiment with new

channels

• Facilitate idea sharing

Empower employees & encourage innovation

Social Media Partner:

• Inspire, define & defend

business opportunity

• Implement social listening

& gather insights

• Help brainstorm, create,

deploy engagement programs

• Define & measure analytics

Facilitates the journey

Journey Highlights

2009 2010 2011

Social Media guidelines drafted

10% of employees attend Boot Camp

17% of employees register for SM 101

70% of employees use Facebook

72% of employees registered on Yammer

Cross-functional team develops curriculum

Instant messaging pilot deployed

Launch DIA Social Business Pilot

The Engaged Enterprise

1. Establish guidelines Convert reluctant audiences

2. Educate employees Build comfort & familiarity

3. Empower employees Foster engagement, and

break down barriers

4. Decentralize ownership Capitalize on departmental

expertise

5. Share Voice of Customer Increase accountability &

customer focus

6. Innovate – Test – Learn – Repeat Evolve to reach & serve

customers

Listen

Practice

Learn

Monitor Participate

Join . Engage

Invite

Teach

Engaged Employee

Credible word of mouth marketing and use of social media.

Ethical Leadership - Best Practices – Measurable ROI

Community: Enthusiasts – Brands – Service Providers

School of WOM – May 9 thru 11

Chicago

A Shameless Plug “To advance and advocate the discipline of credible

word of mouth marketing both online and offline.”

www.womma.org

Let’s Connect Twitter: @NW_Mktg_Guy

Facebook: Rod Brooks

e-mail: Rod.Brooks@PEMCO.com

Blog: www.rodbrooks.com