continuously improving the customer experience

Transcription

1 Robin Clements Capital Markets Day 2015 continuously improving the customer experience Even Centraal Beheer

2 Uitdaging door ons persoonlijk opgelost Weer Even beter dan vorig jaar Introducing Centraal Beheer Acq Part +15% XSELL +6% Acq PV +11% Hypo s +100% ORV s + Uitstroom (nog maar) +2,4% Even Centraal Beheer 2

3 Centraal Beheer is one of the largest insurers in the Netherlands Centraal Beheer Achmea serves 1,216,352 households and sells 350,000 policies a year Even Centraal Beheer 3

4 And one of the leading performers in commercial terms Centraal Beheer Achmea leads the market with an 8% share of production and our NPS is +8 Source: GFK Achmea production monitor december 2014 Even Centraal Beheer 4

5 Percentage share of production, 3-month moving average, number of policies sold As confirmed by the latest reports Share of production of top 10 insurers all non-life insurance New business in non-life insurance has increased in the past three months. More policies were sold in almost all categories, particularly car insurance and home insurance. Number of new non-life policies sold per month (3-month moving average) Centraal Beheer remains in first place, with an average share of production in all non-life insurance of around 8% for the past three months. The top three remains the same, and also includes Univé and Interpolis. ABN Amro has risen to fourth place, largely as a result of increased sales of home insurance. Source: GFK Achmea production monitor december 2014 Even Centraal Beheer 5

6 We maintain this position in a difficult market The non-life new business market has fallen by around 20% compared to last year and OHRA, Univé, Allsecur and ANWB are spending much more on media +10m = 65% increase on 2013 Source: GFK Achmea production monitor december 2014 Even Centraal Beheer 6

7 And even manage to grow Inflow is up 10% compared to last year and so far in 2014 we have grown by +4,4mln 4.8m Source: BO report, week Even Centraal Beheer 7

8 By improving our performance year on year Net growth at CBA +24% -53% +88% 61,000 28,500 53,500 In units In euros (x 1,000) 3,870 4,800-2, YTD DEC YTD 2013 DEC YTD 2014 DEC by developing our online acquisition Growth in inflow at CB by channel YTD in units +4% +17% 255, , aantallen 2014 aantallen 97, ,912 +4% 14,208 14, ,114 Call Online Independer Merkenpolis Growth in inflow at CB by channel - YTD in euros +3% +25% 34,827 35, x x , ,473 4, Call Online Independer Merkenpolis Source: Centraal Beheer marketing department Even Centraal Beheer 8

9 We pride ourselves on our personal contact with our customers In the space of one year we receive calls from 2,000,000 and receive 128,989 s! customers Even Centraal Beheer 9

10 Our customers increasingly use mobile devices, and every contact is a proven way to increase retention Mobile is no longer the future 25% of our online traffic is via mobile devices Customers who do not have contact us are 44% more likely to leave us Even Centraal Beheer 10

11 But we must never grow complacent The benchmark for customer contact is rising and new brands and propositions are fighting for attention Even Centraal Beheer 11

12 Uitdaging door ons persoonlijk opgelost Weer Even beter dan vorig jaar Mission: continuously Acq Part +15% XSELL +6% improving the customer experience Acq PV +11% Hypo s +100% ORV s + Uitstroom (nog maar) +2,4% Even Centraal Beheer 12

13 Using digitization Bottom-line effects Digital customer service Digitizing the customer journey Big data Digital acquisition Digitizing marketing and sales activities Top-line effects to continuously improve the customer experience Even Centraal Beheer 13

14 By building our digital Foundation Excellent Customer Experience New data sources Pivotal customer life events Digitize customer journey Even Centraal Beheer 14

15 Uitdaging door ons persoonlijk opgelost Weer Even beter dan vorig jaar First: digitize customer Acq Part +15% journey XSELL +6% Acq PV +11% Hypo s +100% ORV s + Uitstroom (nog maar) +2,4% Even Centraal Beheer 15

16 Digitize customer journey Digitization of all processes for an omni-channel customer journey impact Digital customer service Even Centraal Beheer 16

17 Digitize customer journey Digitize customer journey 1. Customer uses a search engine to find car insurance Even Centraal Beheer 17

18 Digitize customer journey Digitize customer journey The Customer customer used calculates a searchengine a premium to find car online insurance and is encouraged to phone our call center Even Centraal Beheer 18

19 Digitize customer journey Digitize customer journey Even bellen Darryl is happy to arrange the transfer of the quoted premium Even Centraal Beheer 19

20 Digitize customer journey Digitize customer journey It used to take up to several weeks for customers to receive policies delivered by post Even Centraal Beheer 20

21 Digitize customer journey Digitize customer journey : where we are now Fully digitized funnel, calls only used for exceptions 4. Even Centraal Beheer 21

22 Digitize customer journey Digitize customer journey : where we are heading Digital policies and other documents available instantly 24/7 at centraalbeheer.nl Even Centraal Beheer 22

23 Digitize customer journey Example: Evelien helps customers report damage online, and automatically formats the report Evelien helps customers report damage Evelien reports all damage Customers can report their situation and the damage in an interactive chat session Even Centraal Beheer 23 and asks the customer for the required information All answers are saved in the online damage report, which customers can finalize for themselves

24 Digitize customer journey Example: no claims bonus tool The new no-claims bonus tool can make it easier for customers to understand the consequences of submitting a claim (non-life) From: current way of obtaining information on no-claims bonus To: online information on consequences of submitting a claim or not Even Centraal Beheer 24

25 Digitize Customer Journey Digitizing the customer journey results in cost saving scenarios In financial terms, digitization of the customer journey potentially could result in cost savings of 20 million annually. Even Centraal Beheer 25

26 Uitdaging door ons persoonlijk opgelost Weer Even beter dan vorig jaar Second: pivotal customer life Acq Part +15% events XSELL +6% Acq PV +11% Hypo s +100% ORV s + Uitstroom (nog maar) +2,4% Even Centraal Beheer 26

27 Pivotal customer life events Creating a personal, tailormade experience for every customer, every time, everywhere. impact Big data Digital customer service Even Centraal Beheer 27

28 Pivotal Customer Life Events Pivotal customer life events Customer context should play a major role when providing the customer with the perfect experience We know what customers are looking for on our website Why would you show our car insurance advertisement to a customer that already has car insurance with us? Most websites are focused on sales, but 90% of our visitors already have one or more of our products If we can specifically target customers by e- mail, based on their profiles, why would we still choose to display a generic banner when a customer visits our website? Even Centraal Beheer 28

29 Pivotal Customer Life Events Pivotal customer life events If you know why you want to contact someone and who you want to reach, then you can fill in the contact strategy. Dynamic, customer-specific, and automated using a decision engine: What I am going to say Where I am going to say it (media) When I am going to do it And for how long measuring success Even Centraal Beheer 29

30 Pivotal Customer Life Events Using advanced analytics to improve the customer experience Advanced call analytics Text mining Identify potential for call optimization Define lexicons to identify subjects Process mining Speech analytics Track customers journey through the organization Detect reasons for customers calls Even Centraal Beheer 30

31 Pivotal Customer Life Events Impact of investment in granular and fact-based marketing on net growth in retail insurance business at CB 11,2 11,8 Net growth - base Net growth including next steps advanced analytics 8,5 7,8 3,9 4,8 5,0 2,7 4,0-2, RF 2016 FC 2017 FC Even Centraal Beheer 31

32 Uitdaging door ons persoonlijk opgelost Weer Even beter dan vorig jaar Third: next step in data and Acq Part +15% customer focus XSELL +6% Acq PV +11% Hypo s +100% ORV s + Uitstroom (nog maar) +2,4% Even Centraal Beheer 32

33 Adding new data sources Continuously adding new data sources impact Digital acquisitions Big data Even Centraal Beheer 33

34 new data Usage-based insurance: pilot to explore different pay-as-you-drive propositions Even Centraal Beheer 34

35 new data Generic source analysis: using mathematical models to assimilate multiple internal and external data sources Analysing steps in customer journey using a Markov map in order to determine real customer value Even Centraal Beheer 35

36 Wrap up Digitize Customer Journey new data Pivotal Customer Life Events CBa is outperforming the consumer non-life market We continuously improve the customer experience Using digitization in service and marketing and sales We re building a digital foundation By digitizing our customer journeys Creating a tailor made customer experience based on customer life events And taking the next step in data and customer focus Even Centraal Beheer 36

37 Thank you Even Centraal Beheer 37