Ford Accident Management. Auto Retail Network Meeting

Transcription

1 Ford Accident Management Auto Retail Network Meeting November 11th 2011 Paul McDermott, Manager, Collision Repair Marketing Page 1 of 21

2 Agenda Why is Ford getting involved in accident management? The current industry business model The Ford model The benefits of accident management to you Your customers Accident repair centres Dealerships Page 2 of 21

3 Ford Accident Management Why is Ford Getting Involved in Accident Management? Current business model for motor claims management is broken, inflated costs have lead to increased insurance premiums for our customers The average premiums for men aged 17 to 22 increased by 46.6% in the year to October 2010, to a staggering 2,457 (Source- AA) We want to look after our customers and give them a positive experience of the Ford brand Page 3 of 21

4 Ford Accident Management We want repair business for our network of approved body shops We want to sell Ford genuine parts We feel that manufacturer approved accident repair centres are the best places to have vehicles repaired Current business model for accident repair centres Wait for the bad weather Wait for insurance companies to send you work- high parts discounts/ low labour rates Only 40% of our network volume is Ford this is inefficient Page 4 of 21

5 Ford Accident Management The Current Business Model for Claims Management Based around establishing fault (which insurer pays the claim costs) Where the insurer s customer is at fault they want the cheapest claim possible Where the insurer s customer is not at fault and their competitor insurer is paying the bill they are not concerned at the cost of claim. Claim management is often outsourced to Claims Management Companies (CMCs) Insurers see not at fault claims as commodities, generating revenue Personal injury (PI) referral fees taken from solicitors in exchange for non fault drivers contact details Average of 800 received per customer details passed on Intensive inducement of accident victims, asked on average 7 times if they would like to make a PI claim Page 5 of 21

6 Credit Hire The industry standard process whereby a non fault customer is given a hire car whilst their claim is being processed The at fault insurer pays the bill Customer signs credit agreement underwriting the cost Darren Bent case Process encourages cost inflation - the insurance company/ claims manager organises the hire and makes revenue from the hire Cost of providing the vehicle is far lower than the daily rate charged There is a strong financial incentive to delay the repair, extending the duration of credit hire Page 6 of 21

7 Accident Management Average Total Motor Claim Cost - 4,583 1,100 3,483 Repair Cost (24%) Personal Injury and Credit Hire Costs (76%) Insurers micromanage repair costs as the only cost they can influence Page 7 of 21

8 Reaction to Existing Credit Hire (PI) Model Justice Minister Jonathan Djanogly comments on the "Symptoms of a rotten suing culture" Daily Telegraph - "Motor insurance 'racket' over no-win no-fee lawyers pushes up prices says Jack Straw" Daily Mail : comment - "Sinister conspiracy to cheat the motorist" The Sun - "Parasites - the scandal of insurance firms who sell crash details to ambulance chasing lawyers" Page 8 of 21

9 Ford Accident Management Ford s New Model for Accident Management Fault and non-fault customers treated the same No personal injury (PI) ambulance chasing Customers are asked if they are injured as a duty of care but not induced to make a personal injury claim Neither Ford nor any of its partners (call centre/ recovery agents/ accident repair centres) will make any money from PI referral fees No credit hire. The Ford model charges insurers the cost of providing rental vehicles at cost plus a small admin. fee Customers do not underwrite the cost of hire Page 9 of 21

10 Ford Accident Management Ford s New Model for Accident Management We have chosen The Innovation Group (TIG) as our call centre partners Not involved in the referral fee merry-go-round Specialist outsourced insurance claims handlers Fleet accident management call centre All calls screened for potential fraud The business model is transparent. TIG make money from a repairer referral fee (10% of the cost of the repair) plus a fee for administering rental vehicles (around 4.40 per day). We have an open book policy Ford makes no direct revenue from the model (indirectly through parts sales/ rental vehicles). Bigger goal- customer satisfaction/ insurance costs and hence premiums This model could be replicated by other manufacturers/ insurers Page 10 of 21

11 The Process Customer calls Ford hotline Ford confirms customer needs Vehicle is directed to a Ford Accident Repair Centre (FARC) TIG liaise with Insurance company to authorise repair/ hire Customer put in a courtesy/ hire car Ford repairs vehicle Page 11 of 21

12 Benefits to Customer Quicker repair process No harassment to make a PI claim Single free phone number for life Available whatever the age of the Ford vehicle Free service 24/7/365 Accident Management UK-based helpline Page 12 of 21

13 Going to Market PR Campaign MPs Press releases Hard copy point of sale material- Key Fobs Window Stickers Leaflets Welcome letter to all Ford customers Retention letter Backbone letter We have also developed a Smartphone App with a direct link to Ford Accident Management Page 13 of 21

14 Smart Phone Application Screenshot Customer pushes button A call is made to the call centre and information is sent to the claims handler including customer details, location & vehicle details. Page 14 of 21

15 Press Reaction to FAM To Date Ford Cleans Up Accident Management With Its Own Scheme 05 Jun 11, HONESTJOHN.CO.UK "Ford is offering its customers a free accident management programme that cuts out personal injury referral fees, credit hire and credit repair agreements AutoTrader, July 2011 I have been impressed by Ford s determination to do something different in the accident management space. Rob Smale, Claims and Operations Director, Ageas Insurance Page 15 of 21

16 Progress to Date- early days since September 11 Full Launch 333 Calls to report accident Only one customer has asked about PI claims-if you don t incentivise claims managers to coerce drivers they don t look to make a claim 72 hire vehicles deployed by Ford Rental average hire 6.7 days vs. 19 days* If you don t incentivise hires the hire period is reduced 17 customers declined hire offer Drastically reduced cost to insurers 230 repairs carried out in Ford network The model works We share all repair cost data with at fault insurers, open book 24 calls/ data feeds via Smartphone app, now available on Android Page 16 of 21

17 Accident Management Industry Average Total Motor Claim Cost 4,583 1,100 Repair Cost (24%) 3,483 Personal Injury and Credit Hire Costs (76%) Ford Total Claim Cost 2,404 (down 48%) Page 17 of 21 1,210 Repair Cost (up 10%) 1,194 Personal Injury & Credit Hire Costs (down 66%)

18 *Hire Car Savings For Insurers Current Industry Credit Cost (1.6 Focus) days hire x industry agreed credit rental rates 19 x = 746 Ford Hire Costs to Date days hire x industry agreed credit rental rates less 15% discount 6.7 x ( x 85%) = 224 Saving insurer 522 (70%) per vehicle hire Page 18 of 21

19 Non-Ford opportunity Other manufacturers have accident management programmes Albeit different from the Ford scheme Credit hire model Risk of PI referrals Four manufacturers are speaking with Ford and The Innovation Group about adopting the Ford model Page 19 of 21

20 Why should I support accident management? Direct the business in to your Accident Repair Centres Sell parts, labour, paint and consumables Direct business in to your partner body shops Sell parts Looking after your customers Free service to offer Traffic coming through the dealership Sales opportunities (customers often change cars following a collision/ have to purchase where a vehicle is written off) Reduced costs to insurers should lead to lower premiums, reducing costs for your customers Page 20 of 21

21 Any questions? Page 21 of 21