MAXIMISING VALUE FROM DIRECT MARKETING: CUSTOMER ENGAGEMENT

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1 MAXIMISING VALUE FROM DIRECT MARKETING: CUSTOMER ENGAGEMENT DATE: October 2013 Tim Gilmour Chief Marketing Officer aegon.com

2 AEGON DIRECT & AFFINITY MARKETING SERVICES ADAMS (AND ITS SISTER COMPANIES WORLDWIDE) HAVE OVER 17 MILLION POLICIES IN FORCE generating USD 2.2 billion in premium. USD 2.2bn ADAMS IS A WHOLLY OWNED SUBSIDIARY OF AEGON and operates as an independent direct marketing company locally. ADAMS PROVIDES CUSTOMER LED MARKETING SOLUTIONS to our customers and our business partners. CUSTOMER DATA & ANALYTICS ARE AT THE HEART OF OUR VALUE PROPOSITION WE ARE SPECIALISTS IN THE DESIGN & DEVELOPMENT OF INSURANCE PRODUCTS and associated customer offers. ACTIVE IN 6 COUNTRIES ACROSS ASIA; in developed markets of Australia, Japan and HK and emerging markets of Thailand, India and Indonesia 2

3 ADAMS FOOTPRINT IN ASIA JAPAN Since 2001 INDIA Since 2008 HONG KONG Since 2006 THAILAND Since 2005 INDONESIA Since 2012 AUSTRALIA Since

4 MY AGENDA TODAY BIG DATA DIGITAL CUSTOMER ENGAGEMENT TECHNOLOGY E- COMMERCE MOBILE 4

5 DIRECT MARKETING TODAY OBTM, push strategies have been/are the norm call list for commission Traditional channels coming under threat for a number of reasons including: Products lack real relevance (maybe our industry does too??) Customer s are using a different buying cycle Digital is changing the way customers interact Mobile means people are always connected and have access to information Data is more protected than ever and you need customer s permission to use it Some database owners are short term in their approach increased demands, lack of customer centricity, burn out E-commerce is having some success Aggregators what s that all about? Everybody is now talking about Digital & E-commerce & Social Media & Technology & Big Data & Mobile Platforms & Innovations So what will direct marketing look like TOMORROW? 5

6 SOME STATISTICS AND TRENDS? BILLION # of mobile subscriptions worldwide 7.1 BILLION = TOTAL WORLD POPULATION The volume of business data worldwide, across all companies, DOUBLES every 1.2 years 6 YEARS = Time it took Google to reach 50m users 88 DAYS = Time it took Google+ to reach 50m users 40% OF THE WORLD IS ONLINE USD25 BILLION = ANNUAL REVENUE OF THE APP ECONOMY People who use phones & tablets to access the internet will outnumber those who use a PC by % of Internet Users use the internet at home 60% DO SO FOR AT LEAST 3 HOURS PER DAY

7 AND SOME MORE STATS. (SEEMS TO BE ALL ABOUT DIGITAL) 68% OF LIFE INSURERS IN ASIA SAY THAT integrating digital and media with other distribution channels is the top challenge they face in delivering their digital strategy* Asia Pacific insurers attribute slow digital growth to LEGACY TECHNOLOGY ISSUES (63%), but also blames REGULATION (44%), a lack of compelling BUSINESS CASE (41%) and PERCEIVED CUSTOMER DATA/SECURITY ISSUES (40%) * 79% of Asia insurers ONLY PLAY THE DIGITAL GAME or are still learning to use digital capabilities for a competitive advantage 57% say that CURRENT OPERATING MODELS DO NOT FACILITATE DIGITAL STRATEGY and 47% have no business case of no unified digital strategy* NEARLY 70% of insurers spend LESS THAN 10% of business and IT development budgets on digital* ONLY 10% HAVE MADE TRANSFORMATIONAL CHANGES to digital capabilities* *Ernst & Young Digital Survey

8 Enriching the customer experience and regaining more direct control of the customer relationship through a meaningful customer engagement strategy is the key to success 8

9 CUSTOMER ENGAGEMENT WHAT IS IT? Not just a product sale it s about maximising lifetime value It incorporates: A 2-way process between you, and your customer A strong Customer Value Proposition that keeps them coming back Must have relevance - product, language, positioning, content, ongoing dialogue. A mutually beneficial relationship. One built on trust, honesty, transparency and mutual need Requires constant evolution to make sure it stays relevant, and needed BIG DATA DIGITAL TECHNOLOGY Incorporates digital communication & e-commerce and other channel integration Promotes a willing exchange of data Founded on the ability to manage that data and drive insights that will improve the UX E- COMMERCE MOBILE CHANNEL INTEGRATION Facilitated by technology & software - CRM 9

10 AND YOU RE GOING TO NEED A CUSTOMER ENGAGEMENT PLATFORM.. The Platform is the eco-system that supports multiple touch-points that deliver news, offers, information & entertainment A Platform encourages participation, engagement, and rewards customers for getting involved in new and exciting ways Gives insurers the opportunity to position insurance in a relevant way SOCIAL DATA SOURCE PLATFORM DATA INTEROGATION IN STORE DATA SOURCE DATABASE & ANALYTICS CONTENT & ENGAGEMENT TOOLS BUSINESS INSIGHTS REPORTS 10 ANALOGUE TELEPHONE ONLINE DATA SOURCE MOBILE DATA SOURCE INTERACTIVE DASHBOARDS

11 LOOKING AT IT FROM AN INSURANCE PERSPECTIVE START ACQUISITION PROGRAMS LEAD DEVELOPMENT LEADS PROSPECTS POLICYHOLDERS CROSS SELL & UPSELL TO EXISTING POLICY- HOLDERS REACQUIRE (WIN BACK) PRODUCT ENGINE CUSTOMER RELATION- SHIP MGMT CONTINUOUS MEANINGFUL CUSTOMER ENGAGEMENT CONSERVATION & RETENTION STRATEGY PRO & REACTIVE RETENTION MGMT BILLING MGMT TARGETED POLICY HOLDER DIALOGUE 11

12 SOME OF THE CHALLENGES IN BUILDING A MEANINGFUL CUSTOMER ENGAGEMENT PLATFORM? *BUSINESS CONSTRAINTS DATA Lack of access internal and external List burn-out Data Privacy/Data Protection laws can be prohibitive Lack of internal analytic competence Technology constraints (80%), slow pace of delivery (64%) and channel conflict (40%) Creation of a compelling business case for investment. Internal company structure or cultural constraints. Requires aligned processes, systems and people cross divisional cooperation BIG ANALYTICS Big Analytics plus Big Data equals Big Understanding Budget and resource because Big Understanding should lead to Big Action? CONSUMERS Consumers are in charge, not us New media digital, social, mobile have changed the way the consumers behave They want to choose what advertising messages they receive; but they are also inundated with irrelevant offers INTEGRATION Using only old, wellestablished tools won t cut it in the new world. Integrating old and new tools is key to success; channel integration is what the consumer wants; to make his own decision how to buy and how to engage *Ernst & Young Digital Survey

13 DATA DATA DRIVEN INSIGHTS SHOULD BE DRIVING CHANGE IN YOUR BUSINESS A strong intelligence function is becoming increasingly more important for companies Fact based marketing Risk analysis and management Fraud detection Process improvements Product enhancements Predictive underwriting Brand building Reward and recognition FOR THOSE COMPANIES WITHOUT A MEANINGFUL DATA STRATEGY THINGS ARE GOING TO GET MORE CHALLENGING BECAUSE 1. The volume, variety and timeliness of information e.g. social media 2. The proliferation of channels online and mobile 3. Advances in computing power and improvements in software. Meaningful customer engagement demands thorough customer insight Segments sub-segments groups - individuals 13

14 MARKET INNOVATIONS 14

15 FUTUREADY FIRST OF ITS KIND Health, finance & family loyalty program Engagement tools: Finance Calculators, Health Assessment Tools Rich Content produced by experts in health, finance and family Exclusive merchant offers Point accumulation redeemable against merchant discounts Clear CVP & Pre-written customer journeys Ongoing engagement & retention strategy Multi-channel marketing strategy CRM & Analytics 15

16 DIRECT MARKETING INNOVATIONS IN THE NEW WORLD DISCOVERY VITALITY Analytics Engagement & Retention Membership Discovery Life has been successful in tapping into a wealth of consumer data through its Discovery Vitality program an incentive plan initially set up to promote better claims experience for the company s health business It uses innovative techniques to obtain consumer data through online health assessments and wristbands that record real-time fitness levels This wealth of data and advanced analytics enables them to take advantage of robust underwriting and pricing techniques which has given them a competitive advantage in S.Africa The access to real-time data enables DL to be responsive to emerging trends 16

17 DIRECT MARKETING INNOVATIONS IN THE NEW WORLD TELEMATIC Insurance providers can now fit a telematics device into your car that measures how well you drive This enables the consumer to prove how safely he drives Premiums are then based on how safe and conscientious they are instead of paying for an average across all drivers. 17

18 DIRECT MARKETING INNOVATIONS IN THE NEW WORLD TUNE INSURANCE Cross & Upsell Leverages existing digital assets Channel integration Tune Group, which is owned in part by the lowcost airline AirAsia, launched an online insurer to leverage the airline s extensive digital infrastructure (namely the significant customer database of its online ticketing and reservations system). It offers travel insurance to customers when they book Tune Insurance sold 6m policies in 2012, and has sold 3.65m policies in 1H 2013 across 13 countries including Malaysia, Indonesia, Thailand, Singapore and China. The insurer has added 1,000 agents and 15 branches across Malaysia and a wider range of non-life products. Their goal is to be recognized as ASEAN S leading regional digital insurance franchise by

19 DIRECT MARKETING INNOVATIONS IN THE NEW WORLD KROODLE Leveraging social media to create consumer communities Channel Integration Kroodle uses the most innovative technology & facebook integration to enable people to access an insurance that is completely digital and mobile It is completely digital eg. Submitting an insurance claim is done via facebook thus consumers have full transparency of what they are getting and what others are getting Purchasing insurance is done on facebook you start on the Kroodle homepage but the purchase process is then integrated with facebook pulling all of your personal information to complete the transaction No signature required, no paperwork 19

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