How a leading Nordic general insurance provider uses technology to realize CRM goals Olga Ødegård & Elisabeth Kilberg Skallevold

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1 Czhech Marketing Days - October 2015 How a leading Nordic general insurance provider uses technology to realize CRM goals Olga Ødegård & Elisabeth Kilberg Skallevold

2 Senior Marketing Specialist 7 years experience with CRM Portrait Superuser Senior Business Developer 25 years experience with CRM, sales and digital business development Olga Ødegård E-post: Olga.Odegard@gjensidige.no Elisabeth Kilberg Skallevold E-post: Elisabeth.Kilberg-Skallevold@gjensidige.no 2

3 Summary: The road to CRM-heaven is paved with high ambitions and ever changing weather. A life in an intersection of customer insight, communication and technology meet creates the need for excellent partners and a mindset of learning from ones mistakes. 3 RULES: 1. Consept before channel, as many channels and devices as possible 2. Retargeting responses, in the same channel and between digital and analogue channels. 3. Test ana measure effect ALWAYS!

4 Gjensidige: Norways largest insurance company Gjensidige has provided insurance services for nearly 200 years. The Group's operations are divided into six business areas: General Insurance Private General Insurance Commercial General Insurance Nordic General Insurance Baltics Pension and savings Retail bank NOR SVE EST LAT DEN LIT *% andel pr land angir konsentrasjon for de 4 største aktørene 4

5 200 years of proactive transformation Samtrygd established as a joint reinsurance company for the mutual fire insurers Developed into a financial group offering a full range of general, life and pensions insurance products as well as banking and financial services Transforms into a stand-alone general insurer Initiates geographic growth and renewed product expansion in Norway Acquisition of Tennant (Sweden) Launches Gjensidige Bank Initiates process to list on Oslo Børs Acquisition of Citibank Norwegian consumer finance portfolio Acquisition of LF s Baltic operations Acquisition of Gouda (DK) and Solid (SE) s 1970s s og 1990s Gjensidige mutual fire insurers established throughout the country Samtrygd merges with Norsk Bilforsikring and Gjensidige (NBG) to create the largest auto insurer in the market Life and general insurance businesses are put under joint management under the Gjensidige brand Transforms from a mutual federation into an integrated mutual group Geographic expansion continues, acquisition of Parekss (the Baltics), Fair (Denmark) and KommuneForsikring (Denmark) Re-entered the pension and savings markets Acquisition of RESO Europa and NIMI Conversion into a public limited liability company (ASA) Acquisition of Nykredit s general insurance operations IPO 5

6 Our business* dyktige medarbeidere Norway Nordic Baltics General insurance Earned premiums: NOK 14.3 bn General insurance Earned premiums: NOK 3.3 bn General insurance Earned premiums: NOK 0.5 bn Retail Bank Gross lending: NOK 24.2 bn Pension and Savings AUM: NOK 25.9 bn * 2013 numbers. General insurance in Norway includes Swedish B2B portfoilio 6

7 We aim to deliver on three core assignments, in order to be the most customer centric company in our market We will attract, establish, develop and maintain profitable customers through effective and engaging dialogue programs, advice, promotions and services. We will Initiate, coordinate, anchor, develop and optimize. We must balance the optimization of existing and creation of new contact points. 7

8 How Gjensidige uses Visual Dialogue to customer dialogue How Visual Dialogue plays along with the rest of the CRM toolbox Sett inn ill Case Presentation - how we have used Visual Dialogue operatively as a competitive advantage 8

9 How Gjensidige uses Visual Dialogue to customer dialogue How Visual Dialogue plays along with the rest of the CRM toolbox Sett inn ill Case Presentation - how we have used Visual Dialogue operatively as a competitive advantage 9

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11 Using Visual Dialouge to support callcenter with and SMS for faster and higher conversion to ordinary car insurance #1: 2x3 dialer attempts #2: 2x3 dialer SMS www Callcenter 11

12 Customer and activity information from Teradata Customer Interaction Manager (CIM) is transferred to Visual Dialogue. Devide audience by relevant selection criteria. 12

13 Subject Viktig informasjon om forsikringen av din {$BILMERKE$} Subject {$DAGERTILUTLOP$} dager til forsikringen på din {$BILMERKE$} utløper Subject Forsikringen på din {$BILMERKE$} utløper om {$DAGERTILUTLOP$} dager Subject Bilforsikringen din må fornyes innen {$DAGERTILUTLOP$} dager 13

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19 How Gjensidige uses Visual Dialogue to customer dialogue How Visual Dialogue plays along with the rest of the CRM toolbox Sett inn ill Case Presentation - how we have used Visual Dialogue operatively as a competitive advantage 19

20 Call center campaigns to Microsoft Dynamics Retargeting from Visual Dialouge by /sms SMS Questionnaires Activity Management in Teradata Customer Interaction Manager (CIM) Extracts from Teradata Analytical models Productinformation Corporate Data Warehouse and business systems 20

21 How Gjensidige uses Visual Dialogue to customer dialogue How Visual Dialogue plays along with the rest of the CRM toolbox Sett inn ill Case Presentation - how we have used Visual Dialogue operatively as a competitive advantage Sett inn ill 21

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23 norwegians admit that they text and drive

24 Viser kampanjen 24

25 How we marketed an experience

26 CRM actions 1 planned, 2 ad hoc activities Quick setup, multiple tests 26

27 Responses 27

28 Thank you! 28