SANLAM DIRECT MARKETING DIVISION BELLVILLE, SOUTH AFRICA

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1 JANSSEN RESEARCH FOUNDATION SANLAM DIRECT MARKETING DIVISION BELLVILLE, SOUTH AFRICA AFRICA EXCELLENCE AWARDS: WORKFLOW, MERIT EXECUTIVE SUMMARY The life isurace busiess i South Africa is curretly uder immese pressure. Traditioal ways of workig ad doig busiess are limited ad simply ot good eough ay more. The way the isurace busiess operated i South Africa (ad i the most cases still does), is that a marketer approaches potetial cliets to sell life or ivestmet products. All busiess was/is doe through the marketer who has to fill i a myriad of forms, get approvals visit the customer several times ad maybe after weeks get a policy issued. To the customer, SANLAM was a distat ureachable giat behid the face of a friedly marketer. SANLAM as a compay is forced to trasform. Products ad services have to be offered i a ew way. New busiess chaels have to be foud. The compay had to become more ope ad cliet cetric both to employees ad customers located all over the world. The implemetatio of the Telemarketig Ceter formed part of this trasformatio. The system that was implemeted Telemarketig is a driver i SANLAM s ew busiess visio supported by the Salam Electroic Busiess team (ebiz team). The Telemarketig Ceter is part of the SANLAM DIRECT divisio. The fuctio of this departmet is to market a specific rage of SANLAM products directly to existig SANLAM cliets as well as the creatio of a ew distributio chael to potetial cliets. The marketig effort was focused o postal methods util begiig of Sice the a Telemarketig Ceter was deployed to aid the postal marketig process, ad to start marketig ew products directly to cliets without usig postage. To eable Telemarketig agets to offer a world class service to customers as well as icrease productivity, a itegrated telephoe-computer system was istalled. SANLAM maiframe computers, the telephoy system ad local Itraet servers were coected ad itegrated to provide the telemarketig aget with a sigle marketig system. The telemarketig aget uses stadard Iteret browsers as the ma-machie iterface. SANLAM s existig customers are icreasigly exposed to techology ad the world of electroic busiess. Although this case study focuses oly o oe implemetatio of electroic busiess, the uderlyig compoets are part of the SANLAM strategy ad ifrastructure to create a virtual commuity with access to electroic fiacial trasactios ad etworkig with potetial cliets. This forms a subset of the total SANLAM Itra-, Extra ad Iteret strategy. 219

2 EXCELLENCE IN PRACTICE INTRODUCTION The ebiz team Salam Electroic Busiess (ebizsee Salam Electroic Busiess) is a fairly ew departmet i SANLAM ad is specifically focussed o trasformig the compay ad its busiess uits by implemetig ebiz solutios. The customer base of ebiz is ot oly SANLAM s, but also SANLAM s busiess parters, ad their customers, SANLAM corporate cliets as well as their customers. The team has a geeric model of approachig electroic busiess solutios which is show i the diagram ad discussed below: Defiitio of Electroic Busiess The term Electroic Busiess ivolves a multitude of iterpretatios ad compoets. Basically it is a cocept ad methodology which combies the elemets of electroic busiess with the ecoomic beefits, efficiecies ad techological advaces of coductig busiess i a virtual eviromet. It also icludes cost effective electroic commuicatio, iformatio exchage ad collaboratio with customers, busiess parters ad vedors ad it icorporates existig ad emergig techologies, as well as ope commuicatios stadards ad system architectures. It addresses appropriate busiess processes, fiacial trasactio requiremets, ad documet exchage criteria, it uses a combiatio of private ad public iformatio distributio chaels ad at the same time maximizes productivity, efficiecy, ad accuracy. Electroic Busiess ca therefor be defied as the applicatio of commuicatio ad iformatio sharig tools with cliets ad amog tradig parters to the pursuit of busiess objectives. 220

3 Deploymet of Electroic Busiess SANLAM Although the deploymet of Electroic Busiess is accepted amog seior maagemet of most baks ad isurace compaies as a importat milestoe i their efforts to moderize, few compaies recogize that both telecommuicatio ad electroic commuicatio ifrastructures should be at the core of their efforts. This ca be cotributed to the traditioal role of telecommuicatios o the oe had ad the uprecedeted advacemet of ew techologies such as the Iteret o the other had. Few compaies are therefor successful i deployig Electroic Busiess. There are a few reasos why it is difficult to successfully deploy Electroic Busiess, oe of which is that there is ot a sigle model prescribig the successful deploymet of processes ad tools to service customers, ad furthermore to deploy commuicatio chaels with busiess parters. Other reasos iclude a dyamic cliet eviromet, the various areas of busiess eeded to be covered durig holistic cliet service approaches, the chages ad covergece i traditioal tools used to assist cliet service ad busiess parter commuicatio, ad the challeges ad difficulty of cotiuous successful maagemet of a cliet service eviromet. May compaies also do ot idetify their combied iteral efforts, such as busiess process reegieerig ad improvig their iteral commuicatio systems as part of their Electroic Busiess effort. It is also true that may compaies start iitiatives, such as the upgradig of telecommuicatio systems, developmet of iteral systems ad Web home pages, without prior kowledge of the fact that they are opeig additioal potetial service chaels. Holistic approach To take full advatage of the various iitiatives i a compay, it is ecessary to have a holistic overview of the advatages of the idividual efforts, ad the combie the efforts. If this approach is ot established at the earliest possible momet isolated islads of processes ad techology may esue ad costly rework at a later stage could be ecessary. Three areas ca be idetified whe takig a holistic approach to Electroic Busiess. Firstly there is the Data ad Iformatio area that is the ultimate source to which all cliet service requests ad chaels poit. Secodly there is a middle layer, amely the People, Processes ad Techology area, where all requests ad queries are hadled, commuicated, logged ad maaged. Thirdly there is the Chael area through which all requests ad queries are received. 221

4 Data ad Iformatio EXCELLENCE IN PRACTICE This area cotais the majority of the IT efforts i ay compay. It comprises of the data, as well as the systems ad ifrastructure to maage the data ad preset it as iformatio. This is also the area that has traditioally bee iaccessible to the owers of the data ad iformatio, amely the cliets. People, Processes ad Techology This area is the most difficult area to get right i terms of cliet service, because most compaies have more tha oe cliet services ceter, with differet levels of people skills ad readiess, differet processes ad differet levels of techology i use i each ceter. Traditioally, service chaels have bee built accordig to the compay structure, ad ot accordig to the eeds of cliets. I most cases cliets do ot perceive a compay to be divided ito uits ad caot uderstad why they caot receive all their iformatio from oe cetral poit. The Chael (Messagig, World Wide Web, Groupware, Call Ceters, Computer Telephoy Itegratio, EDI, F-EDI) The chaels through which cliet cotact is established have bee chagig dramatically durig the last two years. Traditioal cliet cotact has bee across the service couter, the telephoe, fax ad ormal post. Durig the last few years, however, itegratio of telephoe ad computer systems has brought a ew dimesio to cliet service Ceters. Developmet i techologies such as electroic fax, electroic mail ad the World Wide Web have also ecessitated a complete rethik ad holistic redesig of cliet service Ceters, iteral processes, ad commuicatio chaels with busiess parters. THE SYSTEM APPLICATION SANLAM DIRECT cosists of Product Developmet, Postal Marketig, Telephoic Marketig, Toll Free Equiry Service ad Policy Issue Service. Curretly SANLAM DIRECT sells products without death or disability beefits, due to flux i the Assurace Idustry, it is foresee that SANLAM DIRECT may soo sell a larger product rage directly to the public. A ew fiacial product is defied ad developed for marketig by post ad telephoe. A cliet target group is selected from SANLAM maiframe databases usig cliet profiles specified durig the desig of the product. Letters describig the product are posted to the selected cliets. The postage icludes acceptace forms as well as a telephoe umber for Toll Free Iquiry Service, ad a telephoe umber for telephoic acceptace of the offer. 222

5 SANLAM Cliets fill i the applicatio forms ad retur it to SANLAM DIRECT. They ca also phoe the Toll Free Iquiry Service to gai a better uderstadig of the product, or Telemarketig ad buy the product. Recordigs of the coversatios esure the legality of the trasactios. The telemarketig agets actively call the cliets that failed to respod to the postage, about two moths after the start of the postal campaig. The purpose of the iteded system is to itegrate Postal Marketig, Telephoic Marketig, the Toll Free Iquiry Service ad the Policy Issue Service. The selected cliets are loaded from the SANLAM maiframe computers oto local servers, all the various fuctios i Salam Direct ca the access cliets. They ca the immediately determie the status of the cliet with regard to product acceptace ad issuig. A sigle system is the accessed to determie the results of the ew fiacial product i the Assurace market. The Telemarketig Ceter was chose as the first system compoet to be implemeted. The purpose of the system is to support Telemarketig durig all phases of iboud ad outboud calls. Specifically telephoic support durig call placemet was cosidered, the automatic supply of cliet ad policy iformatio to the Telemarketig Aget, ad the schedulig ad hadlig of follow up calls to a specific cliet required. Although the system is curretly implemeted at SANLAM corporate Head Office, it could be expaded coutrywide due to the fact that Iteret techology was used. Geeral Descriptio of The Telemarketig Ceter The Telemarketig Ceter has 24 Telemarketig workstatios ad three supervisor workstatios. The umber of workstatios ca grow to ay umber to a maximum of 250. Three teams of eight telemarketig agets work a compulsory four-hour shift per day, the aget may elect to work a additioal four-hour shift if a workstatio is available. The Telemarketig Ceter, liked to dedicated Computer Telephoy Iterface (CTI) equipmet Automatic Call Distributio (ACD), routes calls either to voic facilities after hours or durig hours of peak icomig calls. The marketig Database supplies cliet ad policy data, dowloaded as a batch after cliet selectio from the SANLAM Maiframe computers. Cliet queue positio ad expected time to aswer is cotiually commuicated to waitig callers. Agets are also kept up to date with queue legths ad aswerig times by Wallboards istalled i the Telemarketig Ceter. Durig the coversatio with the cliet, the Telemarketig Aget works from a ituitive scree iterface or MMI (Ma Machie Iterface). Depedig o the type of coversatio the aget has, a specific scree is displayed. Examples of MMI s developed for the aget s use are: 223

6 EXCELLENCE IN PRACTICE Cliet ifo Policy Ifo Sales form Reschedule scree Aget sales iformatio Mail other aget Fax Cliet Mail Cliet (ot yet implemeted) A search fuctio eables the Telemarketig aget to retrieve the Cliet s iformatio, stored o the local Marketig Database. If the cliet phoig i was ot selected for a campaig, a subsequet maiframe search, performed i real time, retrieves the cliet s iformatio. Durig the coversatio the aget completes the scree where ecessary ad after a successful sale a electroic form is completed. This form is automatically set to the SANLAM DIRECT Policy Issue Service, to start the process of issuig the product ad arragig the debit order. While speakig to a cliet the aget checks the persoal iformatio ad chages it o the scree (system) if ecessary. The chaged iformatio is also trasferred to the maiframe databases. 224

7 SANLAM Sice a umber of postal campaigs are ru simultaeously, iboud cliets phoe the Telemarketig Ceter o ay of the SANLAM DIRECT products. After a period of about two moths, the Supervisors of the Telemarketig Ceter will start to use the remaiig cliets for outboud telemarketig. The Telemarketig agets will the actively phoe the cliets that did ot respod to the postage. Oly oe outboud campaig is ru at a time for three cosecutive workig days. They thus cycle through all the available campaigs for outboud dialig, util all the cliets are phoed. Two methods for outboud dialig exist, amely preview dialig ad power dialig. Layout of Cliet Sheet. Preview Dialig. The cliet telephoe umbers are preseted o the cliet sheet as show i the example below. The aget clicks the appropriate butto for home, work or cellular, the system the dials the umber. I this mode of dialig the telemarketig aget has time to evaluate the cliet s portfolio ad decide o a sales approach. Power Dialig. Power dialig blocks egaged or uaswered umbers from the cliet. The system dials three cliets simultaeously, ad waits util a umber is aswered. The correspodig cliet iformatio is retrieved from the marketig database while the call is coected to the aget. Of course the cliet data must be o Some items were deleted to esure cliet cofidetiality 225

8 EXCELLENCE IN PRACTICE the scree before the coectio is made betwee the aget ad the called party. Timig of the various trasfers of data ad calls are thus critical to esure a world class service is redered to SANLAM s cliets. The aget also does ot kow before to which cliet she will speak, there is thus o time available to prepare for the coversatio. Note that there are o SCRIPTS for the agets. They have a broad kowledge of the products they sell, ad use their marketig skills i closig the sale. The beefits of the power dialer is a much higher throughput per aget, sice they just wait for calls ad cocetrate o the coversatio, ot o gettig a cliet to speak to! Marketig Campaig Maagemet Each Marketig campaig will gather iformatio of the progress of the campaig, idepedet of other campaigs. This capability allows maagers to determie the success or failure of the product or the sellig strategy. Iiformatio gathered for a campaig icludes the iformatio from the telephoe system (amout of calls, waitig times i queues, etc.), the Telemarketig Aget (umber ad status of agets etc.), ad the campaig itself (umber of cliets called, umber of products sold, reasos why cliets do ot wat to buy, etc.). The campaig maager is also able to select the iformatio he wats to moitor. Automatio of coversatio All iformatio required by the Telemarketig Aget durig the coversatio is available o the computer system. It is ot ecessary for the Telemarketig Aget to fill i ay paper forms before, durig or after the coversatio. After a successful sale, the process to issue the policy is started with automated checks for validity ad correctess. Automatio of writte outboud iformatio All faxes, mail or the Aget eeds to set to a cliet is geerated by the system automatically ad either delivered (fax or ) or prited ready for postig. Schedulig of calls The system will schedule calls to a future date if a Telemarketig Aget eeds to call a cliet agai. The scheduled call is preseted back to the same telemarketig aget. I Summary the Telemarketig system offers the followig: Automatic dialig of telephoe umbers i a campaig list Simultaeous hadlig of may campaigs 226

9 SANLAM Itegratio of cliet ad policy iformatio i the call Ceter, with automatic updates ad retrieval of data from the SANLAM maiframes Automatic schedulig of calls to cliets that must be phoed agai Records of coversatios with cliets. A short textual summary is filled i o the computer scree while the taped coversatio is idexed to the cliet s ame for easier retrieval. Maagemet iformatio is gathered from the telephoe system as well as the software system to provide a itegrated view of the performace of the call Ceter. Automatio of the issuig of the products sold by Telemarketig. This process requires huma itervetio, but is partly automated. THE KEY MOTIVATIONS BEHIND THIS SYSTEM Strategic O a strategic level it was importat for SANLAM to expose cliets to electroic busiess techology ad itroduce ew ways of doig busiess. The compay also eeded to ope ew busiess chaels. The istallatio of the Telemarketig Ceter forms part of the busiess trasformatio process ivolvig techologies like Telephoy, itra-, extra ad Iteret. Marketig There is a tred towards more closure of busiess deals by telephoe. Cliets geerally visit istitutios less for their eeds, but use the telephoe, fax ad Iteret for iformatio gatherig ad decisio makig. It is thus imperative for istitutios to supply above average telecommuicatios services, to attract customers i the first place, ad the to keep them as satisfied cliets for the future. A had drive Telemarketig Ceter was iitially implemeted i a short period, ad was see as a pilot project to establish the feasibility of marketig SANLAM products by telephoe. The success of that veture dictated a more efficiet ad robust Telemarketig Ceter that will eable SANLAM to market more products, to more cliets, i a shorter time spa as was the case with the had drive system. There were three mai areas where automatio of work could improve the throughput of the Telemarketig Ceter: Automatic outboud dialig of cliets, ad presetig the cliets iformatio to the Telemarketig Aget whe the cliet aswers the call. This feature of the 227

10 EXCELLENCE IN PRACTICE system prevets egaged or uaswered calls from reachig the Telemarketig Aget, givig them more time to talk to potetial customers. Computer drive aids to support the Telemarketig Aget before, durig ad after the call. Iitially the Telemarketig Agets used paper documets, clutterig their desks, wastig valuable talk time to orgaize, ad addig to the overhead costs of marketig by telephoe. Aids cosidered iclude automatic presetatio of cliet ad policy iformatio to the Telemarketig Aget durig outboud calls, easier retrieval ad updatig of cliet ad policy iformatio durig iboud calls, geeratio of sales records, quotatios to cliets, tables of referece for differet product optios, etc. Computer drive maagemet iformatio of the Telemarketig Ceter. It is imperative to obtai early feedback of results obtaied, to maage the Telemarketig Ceter, to modify the sales effort if required ad trai ad motivate Telemarketig Agets. Strategically the system had to be built i such a way that it could be exploited ad expaded to publish ew products ad possibilities to a cliets desktop ad form part of SANLAM s itra-, extra ad iteret strategies. THE CURRENT SYSTEM CONFIGURATION Telemarketig cofiguratio ad techology The Telemarketig project is a host-based system, implemeted usig itraet techologies. The followig is a diagram idicatig the logical layout of the system ad the techologies the system uses: 228

11 SANLAM Maagemet geerates a list of ames o the maiframe which have criteria which they thik are best suited to buyig a particular product Maagemet schedules a MIS task (writte i Microsoft Access) to iitiate a batch job to produce a dowload file cotaiig all the members iformatio who are part of the list. The MIS the retrieves this file from the maiframe ad processes the records ito the SQL database o the Server. Oce the file is dowloaded to the SQL server, usig the MIS, dialig lists are geerated. Dialig lists may be either preview or power dialig lists. Preview dialig lists are traversed maually by the agets. They ca however get the computer to automatically dial the umber i the list by the press of a butto. Power dialig lists are automatically dialed ad preseted to free agets. Whe a aget makes a sale, the sale is prited immediately to a prit server, ad the sale is recorded o the database. Whe a aget has completed a call, the call summary record is recorded, ad cross-refereced to the ew sale, if a sale has bee made. Every eveig, a MIS process executes to move coversatios from the Voice recorder up to the maiframe, but oly where a sale has bee made. The MIS could the retrieve these coversatios if the Supervisors eed to verify its cotets. Icomig calls are hadled as follows: Icomig calls are queued i the ACD queue, ad wait for a available aget. Here, the icomig calls have their queue positio ad estimated time to aswer cotiually spoke to them, via the IVR. At ay time, callers ca break out the queue ad leave a voic message for the agets. Icomig calls are preseted to agets via a rig idicatio o the aget s workstatio. The followig techologies are used: CTI Datafusio CTI switch Datafusio IVR Datafusio Voice Recorders 229

12 EXCELLENCE IN PRACTICE Database MS SQL Server 6.5 Server NT 4.0 Service Pack 3 Iteret Iformatio Server 3 Active Server pages for server side scriptig (ASP) VB script for scriptig ASP Remote Data Objects for database coectivity to SQL Server from ASP SMTP mail program for mailig to LMS Server (for faxig) Applicatio MIS writte i MS Access Visual Basic for Graphical compoets Visual C++ for ecapsulatig IE3 as a popup widow Aget MMI usig HTML ad ActiveX cotrols. The followig ActiveX cotrols were used: Priter cotrol to route sales to priter Datafusio CTI compoet to talk to CTI switch Custom writte CTI compoet to preset Datafusio CTI evets to aget, ad allow aget to maipulate telephoe Various graphical user iterface cotrols to improve the user iterface A dialog based ecapsulatio of IE3 display widow Maiframe coectivity SNA Server for etwork trasport Attachmate 3270 programmable objects for iitiatio ad moitorig of batch jobs MQ Series for Messagig to maiframe for real time iformatio retrieval DB2 Cliet Access libraries for coectivity to DB2 where iformatio is stored o DB2 tables. 230

13 SANLAM Networkig TCP/IP for commuicatig from cliet to server NetBEUI for commuicatig with prit server SNA for commuicatig with maiframe (3270 for scree scrapig ad LU6.2 for MQ Series) IMPACT TO THE COMPANY Cost savigs The focus of this project was ot ecessarily o cost savigs but rather o icreased reveue. The followig cost savigs were, however, realized: With direct marketig of the certai products, admiistratio costs were reduced. There were cost savigs due to shorteed cycle times Reducig of paper costs Time wasted by agets Cost of updatig of cliet data Icrease i reveue: Accordig to the South Africa Associatio for Direct Marketig the acceptable success orm for direct sales is 0.4 percet. Prior to the istallatio of the Telemarketig system SANLAM s success rate was below this. After istallatio of the system the success rate dramatically icreased to oe percet. This was due to eablig the Telemarketers with techology ad a more professioal service to cliets. Because this system may be used for the sellig of ay products, eve electroic busiess products, this is oly the tip of the iceberg! PRODUCTIVITY IMPROVEMENTS Before the ew system was i use the Telemarketig Ceter cotacted about 500 people per day. Curretly this has moved up to 2000 ew prospects per day. There was also a major icrease i data itegrity because the agets are eabled to update data of every cliet with whom they speak. Some of the cliet data has bee updated for the first time i 10 years! 231

14 EXCELLENCE IN PRACTICE A ew facility to improve aget productivity the facility will soo be implemeted. Telemarketig agets will be able to determie their ow workig hours. This would be doe by istallig a ISDN lie to their homes where they could logo ad do sales wheever they wat to. They will access the system via a browser. COMPETITIVE ADVANTAGE The istalled system gave SANLAM a competitive advatage i the area of direct sales. It impacted the whole isurace idustry especially i the area of admiistratio costs savigs ad the possible impact o marketers ad brokers. SANLAM was the first compay i the South Africa isurace idustry to veture ito the world of direct sales of o-life isurace products. Shortly after that the biggest competitor followed. The telemarketig system served as a model for a similar system that was developed ad implemeted at two of SANLAM s busiess parters, itegrated with kiosk techology. Direct sales of fiacial/isurace products ca ow be offered to customers through ew chaels. This will result i better cliet relatios because of sophisticated, proactive service ad improved respose times. The door has opeed to a ew breed of customer who wats to do busiess directly i a sophisticated way. With the Itraet techology ad strategy this system also offers access to the SANLAM employees i a ew way. It also forced SANLAM to focus o developig ew products desiged for direct marketig. Iformatio from the ew system also eabled maagemet to implemet ew remueratio schemes cotracts with Telemarketig agets. IMPLEMENTATION PROCESS AND METHODOLOGY The ebiz geeric model as described earlier was applied here as well although a specific project pla was set up. The Project Team The Project Team was structured as follows: Project Maager Busiess aalysts System Aalysts Architects System Egieers Itegrators 232

15 The project was phased as follows: SANLAM Determiig the scope of the ew Telemarketig Ceter system User Requiremet Specificatio Techology evaluatio Desig: System Desig Telephoy Platform Proposal Iterface Specificatio Detail Desig Logistic Support Desig Implemetatio Equipmet Procuremet Software Developmet Software Procuremet Itegratio ad Test System Acceptace Test Specificatio Itegrate ad Test Workstatio ad MMI Software (Pilot System) Itegrate ad Test Voic , Power Dialer, Call Scheduler ad LMS software Expad Pilot system to 24 Workstatios Acceptace Test Executio Call Ceter ito operatio Develop Traiig Material Trai Telemarketig Agets o Ma-machie iterface Trai Telemarketig Agets o Voic , Power Dialer, Call Scheduler ad LMS Software Logistic Support Implemetatio Chage Maagemet Procedures Software Chage maagemet procedures were itroduced usig the followig: 233

16 EXCELLENCE IN PRACTICE Microsoft s Versio Cotrol Software, Visual SourceSafe Software release reports THE OVERALL TECHNOLOGICAL INNOVATION The project was extremely complex i terms of itegratio. The umber of techologies that eeded to be itegrated ad the stability of the techology preseted may challeges to the implemetatio team. As far as iovatio goes, the use of a Itraet eviromet with fully iteractive CTI capabilities was perhaps a first for South Africa. The successful itegratio of the techologies ito a sigle workig system i the short implemetatio time scales is perhaps a techical poit of ote. The use of a host-based eviromet with miimal coectivity o the cliet side while preservig a fuctioally rich browser iterface is also idicative of techical iovatio. All of the SANLAM electroic busiess techologies were here itegrated i to oe solutio. THE OVERALL BUSINESS INNOVATION. The iitiative of the direct sellig of certai fiacial products to customers was a sigificat busiess iovatio for the compay. Specific products for direct sales had to be developed ad maitaied ad aliged with compay strategies. The ew sales chaels forced chaged processes. Remueratio ad workig hours of Telemarketig Agets had to be adapted ad implemeted to get maximum performace (sales). Because the implemetatio of the system speeded up sales, pressure was placed upo the campaig maagers ad product developers to geerate more campaigs ad products for direct sellig. SANLAM EBIZ STRATEGIES Customer Strategy 234

17 SANLAM The primary focus of the Salam ebiz team is to empower the iteral busiess uits through the implemetatio of Electroic Busiess solutios. The secodary focus is busiess parters ad cliets of the differet SANLAM busiess uits. SANLAM ebiz also focuses o small busiesses outside SANLAM s corporate sphere that have bee idetified as strategic busiess parters Lastly, their efforts touch the idividual. The purpose of the ebiz team is to empower SANLAM ad coect as most cliets as possible to the compay ad offer uique services. Itra-, Extra ad Iteret The Telemarketig System forms part of a ew busiess chael that is ever-edig ad could be used to sell aythig. SANLAM will be utilizig this facility i ew areas where the compay will fuctio as a service provider ad a delivery chael. By followig the Itra-, Extra ad Itraet strategy SANLAM eters trasforms the way of fiacial busiess is doe i the compay ad i the idustry. This is a most iovative strategy ad a uique approach ot yet implemeted i South Africa. Iteret Service Provider Curretly the Salam ebiz team is positioig the compay to become a Iteret Service Provider. Oe of the fuctios would be to offer the usual Iteret services to customers, but the mai focus is to create a exclusive commuity to whom extraordiary fuctios are offered. Each subscriber will receive a uique SANLAM club umber whe coected to SANLAM as a ISP. Salam as a ISP will offer the followig: 235

18 Coectivity ad Autheticatio EXCELLENCE IN PRACTICE Delivery of products ad iformatio Sharig ad haressig of itellectual capital Trasfer of fuds Collectio of moey Virtual commuity Coectio of virtual with physical commuity The abovemetioed fuctioalities could be implemeted i all strategic web areas (itra-, extra, Iteret) ad this is their core overlap of electroic commerce. (Refer to diagram). Because of autheticatio each commuity user is offered services exclusive to his/her iterests. This is where Salam gives a whole ew dimesio to marketig, sellig, commuicatio ad services. SANLAM ot oly becomes a Iteret service provider,but also a provider of electroic busiess services to its busiess parters ad corporate cliets. Iteret SANLAM s Iteret website has wo the award for the best corporate website i South Africa i 1996 ad The strategy for the site is to have as much fuctioality as possible. The target of the site is the global commuity of the whole World Wide Web. The impact o the market was so high that the ebiz team ow also offers web developmet ad cosultatio services to exteral compaies. Itraet The target group of the SANLAM Itraet site are the SANLAM employees coutrywide. The Itraet will be chagig their lives: distributig iformatio, makig their lives easier, shorteig cycle times, offerig them o-lie buyig ad services. Extraet The Extraet is where SANLAM offers customized services to their busiess parters or corporate cliets. Specific fuctioality ad iterfaces are developed for each cliet. The web strategies of SANLAM is ot focused o competig i the Iteret marketig but promotig SANLAM as a fiacial istitutio offerig world class services ad opportuities to their customers. 236

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