Beyond E-Business: MultiChannel Management. Swiss Insurance Club

Transcription

1 Beyond E-Business: MultiChannel Management Swiss Insurance Club

2 Agenda Beyond Buzzwords: Our Understanding The Challenging Topics of MultiChannel Management Our Framework to Assess and Implement The MultiChannel Approach of a Swiss Insurer

3 Beyond Buzzwords: Our Understanding

4 MultiChannel Management Covers Aspects of e-e Business, CRM, Content Management, etc. Understanding Your Customer Channel Deployment and Use Call Centres Direct Mail Internet Sales Force Integration of Business Functionality and Systems New approach for customer segments Closed loop of marketing, sales, and service A genuine view of the customer Tailored and personalised offers True lifetime value of individual customers Automated administration

5 How is MultiChannel Management linked to CRM, ebusiness and ERM? Employee Relationship Management (ERM) Employee Employee MultiChannel Management Business Business Partners Partners Mail Face-to-Face Extranet Extranet Intranet Company Back End Front End Mail Face-to-Face Internet Market Market Prospects Prospects Clients Clients Customer Relationship Management (CRM) eprocurement ecommerce ebusiness

6 The Challenging Topics of MultiChannel Management

7 Key Topics of MultiChannel Management External Focus Traditional Physical Channels Digital Multi-Channel Channel Integration Internal Focus Transaction Integration MultiChannel Platform Analytics Customer Value Content Management Realtime Personalisation

8 Channel Integration is about customer knowledge Insurance Company Channels Create Customer Knowledge Define required customer information per channel Aggregate information for other channels Agency Field Sales Telesales Customer Service Internet Broker, indirect channel... Distribute Customer Knowledge Define for each channel what kind of information from other channels is required Design overall channel integration

9 Channel and media use drives integration complexity Customer Channels (Outside-In) Telephon Direct Mail Internet Sales Rep Touchpoints with Media (Inside-Out) Call Center Fax DPD Account Team Fax DPD Third Party Fax DPD Face-to-Face Face-to-Face Face-to-Face Internal Organisation

10 Content management is about managing information in time Call-Center Company Site Agency ERP Systems Financials Supply Chain Human Resources Systems of Record New Terms & Conditions for Motor Insurance Policies Internal Staff Training

11 Analytics and Personalisation offer new approaches for cross- and up-selling If Customer Calls Contact Center If Customer Clicks on Detailed Product Information Personalized Marketing Communication for Product B on Site Display of Acquisition Opportunity For Agent in Contact-Center Analytics of Product Affinity Triggers Cross-Selling on Site Triggers Sending of Direct Mail With Marketing Material Customer DB Product A Low Affinity Product B High Affinity Product C Low Affinity

12 Transaction integration drives the costs of the MultiChannel platform System Integration Workflow Integration Level 4 Market Sell Full transparency of delivery chain Sales status tracking Service Invoice tracking Bidirectional transaction integration Unidirectional transaction integration Unidirectional batch interface Level 3 Level 2 Level 1 Company uses information about customers Transactions driven by customers Application for charity event Information providing Company information Product offering based on customer profile Order placement Product information Suggestion for final invoicing Notification of a complaint Contact information (e.g. for notification of complaint)

13 Integration into a platform is key for MultiChannel management Call Center Drive In Retail Field Sales Fax? Fax? Fax? Fax? Face-to-Face Face-to-Face Face-to-Face Face-to-Face E-Agent Account Teams Field Service Third Party Fax? Fax? Fax? Fax? Face-to-Face Face-to-Face Face-to-Face Face-to-Face

14 Our Framework to Assess and Implement

15 Assessment of the existing approach along 5 key dimensions Business Scope Service 3 1 Customers Products / Services Marketing 2 4 Platform Integration 5 Call Center Fax Fax PDA Fax Broker PDA Face-to- Face Face-to- Face Fax Retail PDA Touchpoints Face-to- Face Field Sales Third Party PDA Fax PDA Fax PDA Sales Which customer segments will be served with what range of products and services through which touchpoints (direct/indirect)? How do we organize ourselfs in terms of sales, marketing and service processes? Face-to- Face Face-to- Face Face-to- Face Which customer interaction is possible through which touchpoints by which media and how are those integrated into the platform?

16 Key questions for the customer dimension Vision/Go-to-Market Strategy How can we achieve a sustainable advantage serving our customers better in order to become more successfully? How do we position our company in the market place? Customer Profitability / Lifetime Value Do we know our profitable customers? How do we measure our customer profitability? Customer Segmentation How do we slice our markets and customers? How do we approach the different segments? Customer/Account Structuring How do we structure our accounts? How do we map this structure to the segments?

17 Key questions for the product & service dimension Range of Products & Services What is the range of products & services offered to the customers in the different segments? Which products & services do you sell across these segments? Focus per Segment On which segments are you focusing with what sales targets (revenue, volumes, EBIT, growth rates) per product & service? What is the revenue per segment for the different products & services compared to the revenue of the whole business units?

18 Key questions for the touchpoint dimension Touchpoint per Process Which segments have access to what kind of touchpoints per process? What level of customer experience are you providing? Media Selection What range of medias are used within the different touchpoints? Will there be any further medias involved in the future? Touchpoint Integration How much are the touchpoints integrated? Which systems are used within the different touchpoints?

19 Key questions for the process dimension Targeting/Demand Generation Who is responsible to generate demands / leads? How do we communicate leads internally (marketing and sales)? How are people measured concerning lead generation? Opportunity Management Who is responsible for opportunity management? How do we track opportunities? What is the link between opportunities and budgeting? Account Management Who is responsible for account management? How do we manage contacts and activities? How do we conduct account planning?

20 Key questions for the platform dimension System Landscape Which systems/applications are MultiChannel related and how are they linked? Which processes, activities, functions are currently supported by which system/application? Data Model How many different data models are used and how are they aligned? How rich are the used data models in terms of entities and attributes? Data Ownership and Quality Who is the owner of which data? How is the data quality in the systems across the whole landscape? Platform Integration What systems/applications do we need to integrate the targeted customer interaction over the selected media in the defined touchpoints? How do we integrate the touchpoints into a platform?

21 The MultiChannel Approach of a Swiss Insurer

22 Organisational approach for MultiChannel management The Program Contact Center (CC) is acting as a service center within Zurich Switzerland helping the business units in delivering projects. The Program implements a CustomerContactPlatform (CCP), a Siebel based environment, that enables a multi-channel integration and replaces the current HOST front-ends. SBU s Zurich CH Business- Partners Finance- Service Zurich Direct & Ass. Mgmt. Life International Personal Lines Enterprises Genevoise Alpina Program Contact Center Competence center CRM Definition of standards Coordination of projects Business driven projects CC-CSC (Customer Service Center) CC-Claims (Claims Management) CC-Agencies (Sales Force Automation) Infrastructure driven Projects CC-2000 (Siebel 2000 Upgrade)

23 Process focus for the first three implementation stages Media Business Process Touchpoints Phone Customer Service Center (CSC) Inbound Visit Drive-In Visit Agency Mail Contact Process Claims Process Sales Process Claims Management Finance Claim Experts Legal Departement Internal Help Points (Drive-In) Outbound Phone Mail Claim Inspection Customer Visit Agencies Garages Repair Stations External

24 Platform approach for the implementation of the first three stages System Integration Front-End (GUI) MS Office synchronous Siebel Inter-/ Intranet ZIK Applications Siebel Financial Services 2000 Screens Partner Policies Motor Claims Activities Information Correspondence Employees Claims Househ. Service Req. Siebel Client Appl Server Siebel DB Aspect Portal Aspect Iona / Orbix (ORB) Partner Gepard User Auth. SAD Policy MF Partner AKIS Claims SPAZ Rende -ment asynchronous

25 Scope of the first implementation project (productive since December 2000) Channels Organisation Geography Telephony Business Lines Call Center (350 Seats; 2 million calls/ year) Processes 6 locations Multilingual Schedule Motor Vehicles Claims Process Contact Process Design: 12/99-03/00 Constr./ Test: 03/00-12/00 Rollout 1: 12/00 Rollout 2: 6/01

26 Summary

27 Key points in MultiChannel management Business Impact Customers decide which channel-mix the use for what purpose you are no longer driving the channel offering but you are able to manage the customer relationship and its costs MultiChannel management means to understand the enabling capabilities of new technologies and its impact for your business and processes Implementation Challenges MultiChannel management needs a comprehensive design of the business and IT platform, but a step-by-step implementation The integration effort is the major cost driver for all MultiChannel projects no insurance company can afford a fully integrated platform

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