Customer Engagement for Insurance Manuel Tönz, Lead Presales FSI EMEA & MEE

Source: www.dbs.com

A lot of people

simplify digital

banking to be just

apps ...

(This) is too simple

Piyush Gupta, CEO DBS Bank

Source: Channel News Asia, 19th of May 2015

“

”

THE NEW REALITY

BECAUSE THINGS HAVE CHANGED

CUSTOMERS ARE IN CONTROL OF THE RELATIONSHIP

THE TRADITIONAL RULES OF MARKETING, SALES, AND SERVICE ARE CHANGING

THE CUSTOMER JOURNEY IS OMNI-CHANNEL & COMPLEX

CEO survey:

‘Top priority in the coming 3 years?’

The ‘Digital’ Insurance

83% PWC 2014

Gartner 2015

Moving from paper to electronic

communications

Leveraging data to create more-

personalized insurance products

Leveraging social media for agent

or broker interactions

Leveraging social media for

customer interactions

Today our customers do have an almost educational backround Collect information across touch points in a relevant, contextual way.

DISCOVER

SEARCH

RESEARCH

GET HELP

COMPARE

PERSONALIZE

SHARE EVANGELIZE

USE

TRUST

FRIEND

DECIDE PURCHASE

• INTERACTIVE

• E-MAIL

• PAID SEARCH

• SEO

• DISPLAY

• MOBILE (NOTIFICATION/SMS)

• PRINT

• WEB

• COMPANY WEBSITE

• MOBILE

• BRANCH/STORE

• CALL CENTER

• SOCIAL

Source: Life and Health Insurance Foundation for Education and LIMRA Int. “2013 Insurance Barometer Study”

WHAT DEFINES THE DIGITAL EXPERIENCE?

TOUCHPOINTS

- Customers expect a seamless

experience across all channels

- Agent / Broker is for most

markets & products still the

dominant sales channel

- (avg 50%)

BACKOFFICE INTEGRATION

- Launch of new products has to be

quick across all channels

- Advisory has to be consistent

regardless of touchpoint

- Service processes can only be

automated if back-office

integration is seamless

USAGE BASED INSURANCE

- Usage based insurance data enables

to sharpen the customer profile

- New intelligent devices create

additional touchpoint and channels

- New dynamic insurance products are

emerging

Insurance shoppers use on average 11.7 sources of information to make their purchase decision

EVERY JOURNEY IS UNIQUE AND EVERY POINT OF ENGAGEMENT MATTERS

SO HOW DO YOU ENGAGE THE INDIVIDUAL?

Wiring up Back-End Services for a Portal could be a solution…

web mobile contact center brokers aggregators print email digital ads social

@

search branch

Insurance Back End

Analytics Claims CRM CCM Policy …

Customer Portal

… but then you address only 1-2 touchpoints

… you will fosters silos

… no customer experience management

… no “sales tools & techniques” to drive traffic & conversion

A solution to manage the new insurance customer experience consistently across all touchpoints

Marketing Commerce Sales Service

Insurance Back End

Claims Policy Admin Billing Analytics Quotation & U/W …

Experience Management / Omnicommerce Connect

Omnichannel Customer Data Management

Agencies - Banks - Intermediaries Call Center

Traditional channels

Web Mobile Social media

Digital channels

Internet of Things Aggregators

A modern customer portal requires …

RICH CONTENT FOR MARKETING & PRODUCTS

1. PERSONALIZATION AND RECOMMENDATION

2. SEARCH ENGINE OPTIMIZATION

3.

POWERFUL MASTER-DATA MANAGEMENT

8.

AGENT / BROKER INTEGRATION

5. INTERFACE TO PRODUCT & QUOTATION APPLICATIONS

6.

FLEXIBLE, MODERN, SCALABLE PLATFORM

9.

FULLY INTEGRATED MOBILE SOLUTION

4.

INTERNET OF THINGS / USAGE BASED INSURANCE

7.

Advanced Personalization With hybris

SEM IS VERY EXPENSIVE

Fully integrated mobile solution

RESPONSIVE

DESIGN

BASED ON HTML 5

OR NATIVE IOS &

ANDROID

APP SDK

SAP/hybris leads gartner Magic quadrant for digital commerce

GARTNER

SEPTEMBER

2014

Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research

publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any

warranties of merchantability or fitness for a particular purpose.

CONTEXT MAKES

THE DIFFERENCE.

WHAT THEY

HAVE DONE

WHAT THEY

MAY DO

WHAT THEY

ARE DOING NOW

REAL-TIME

INDIVIDUALIZATION PRESENTATION

OF RELEVANT

CONTENT

THE

CUSTOMER

TOUCHPOINTS

SAP hybris Marketing is fundamentally different ……

Intelligence through Predictive

Analytics

Personalized targeting & orchestration

Explore & gain insights

Events & interactions from all channels

Campaign execution in all channels

Plan, measure & optimize

Market data & events

Sales & service data

Financial data

Big data industry

Social media, web E-mail, sms, traditional

Lead, opportunity

Interaction center

Personalized commerce

Digital & social channel

The Digital Marketing Process

Capturing response

Customer Data Management

Customer Dashboard

Summary

360° CUSTOMER VIEW IS THE BASIS FOR OMNI CHANNEL ENGAGEMENTS

A HOLISTIC APPROACH ENABLES BEST PRACTICES AND WILL SAVE TIME AND MONEY

OMNI CHANNEL IS A REALITY FROM THE MARKET AND MUST BE APPRECIATED

ENGAGE, AMAZE, INSPIRE, ACTIVE PEOPLE.