A way to strengthen the Distribution Channel

Introduction The importance of the distribution channel Introducing (D)Maas Benefits (D)MAAS Examples + results Lessons learned

Introduction

The importance of the distribution channel

Introducing (D)Maas

Benefits (D)MAAS

Examples + results

Lessons learned

Various marketing & sales positions; Marketing manager Essilor Benelux; Program manager “Campaign Management” Meetingpoint;

Various marketing & sales positions;

Marketing manager Essilor Benelux;

Program manager “Campaign Management” Meetingpoint;

Company founded by insurance companies serving the independent insurance agents; Mission To make the market of independent insurance brokers more competitive by creating low cost, easy to use Online services which create; More efficiency and; More customer focus;

Company founded by insurance companies serving the independent insurance agents;

mass communication B to B to C

A set of professional (Direct) Marketing activities To enable distribution partners to market their services better in order to optimize the (life time) consumer value; As A Service from A (group of) supplier(s);

A set of professional (Direct) Marketing activities

To enable distribution partners to market their services better in order to optimize the (life time) consumer value;

As A Service from A (group of) supplier(s);

Set of campaigns Reseller Profile(s) Central consumer DB Instore legacy system Consumer response Data Cleaning Data Enrichment Data Selection Campaign Execution On / Off line response Handling Reporting

High quality data is an important foundation for success; Two step approach Data Cleaning Data Enrichment A (fixed) data model with consumer and transactional data is a necessity;

High quality data is an important foundation for success;

Two step approach

Data Cleaning

Data Enrichment

A (fixed) data model with consumer and transactional data is a necessity;

Why Data are incomplete & incorrect; Data contains a lot of duplicates The right address and personalization shows that the retailer really cares about the end customer; Data cleaning and address optimization is the first step to boost effectiveness;

Why

Data are incomplete & incorrect;

Data contains a lot of duplicates

The right address and personalization shows that the retailer really cares about the end customer;

Data cleaning and address optimization is the first step to boost effectiveness;

Why Provides better understanding of needs; Makes insights available for local retailers; Makes better targeting possible; Sources External data (e.g. Experian) The customer self (through dialogue campaigns)

Why

Provides better understanding of needs;

Makes insights available for local retailers;

Makes better targeting possible;

Sources

External data (e.g. Experian)

The customer self (through dialogue campaigns)

Most retailers consider their customer base as the most valuable asset; But…. Most suppliers/ sponsors of these concepts have high interest in owning rich customer data; Being transparent on this point is essential, data belongs to the retailer ;

Most retailers consider their customer base as the most valuable asset;

But….

Most suppliers/ sponsors of these concepts have high interest in owning rich customer data;

Being transparent on this point is essential, data belongs to the retailer ;

To be effective, DM needs to be continuous; But…… Making the right selection(s) is complicated; Producing/handling campaigns is expensive; Handling response is often forgotten; By providing services to execute campaigns, continuity is guaranteed;

To be effective, DM needs to be continuous;

But……

Making the right selection(s) is complicated;

Producing/handling campaigns is expensive;

Handling response is often forgotten;

By providing services to execute campaigns, continuity is guaranteed;

FCDP Online SMS Data Campaign Profiles E-mail

Using these tools is a choice; Retailers need to be (financialy) involved; Long term, these kind of programs can only survive if results are proven; Dashboards with results, benchmarking and action points involve and convince retailers;

Using these tools is a choice;

Retailers need to be (financialy) involved;

Long term, these kind of programs can only survive if results are proven;

Dashboards with results, benchmarking and action points involve and convince retailers;

win- win - win For retailer, consumer and supplier

win- win - win

For retailer, consumer and supplier

Becoming pro-active in stead of reactive; Continuous dialogue with his consumer; A way to differentiate & promote added value; Increasing customer loyalty is first step to growth; Direct pay back through using cross- & up sell possibilities; Long term pay back: Higher loyalty  Higher customer value  higher value of business;

Becoming pro-active in stead of reactive;

Continuous dialogue with his consumer;

A way to differentiate & promote added value;

Increasing customer loyalty is first step to growth;

Direct pay back

through using cross- & up sell possibilities;

Long term pay back:

Higher loyalty  Higher customer value  higher value of business;

Experiences the added value of “his” retailer; Is better informed about the services and other products of the retailer; Has less reason to “shop”;

Experiences the added value of “his” retailer;

Is better informed about the services and other products of the retailer;

Has less reason to “shop”;

Gets more grip on the retailer; Strengthens a added value distribution channel; Differentiation from other suppliers Gain more consumer insights;

Gets more grip on the retailer;

Strengthens a added value distribution channel;

Differentiation from other suppliers

Gain more consumer insights;

Insurance market

Insurance market

Insurance company broker consumer mp4office mp4all mp4u An on line transaction platform offering 1 dialogue with various insurance companies An on line application to enable brokers to sell insurances through their website The first fully integrated, web based legacy/ crm system for independent brokers

Many different legacy systems exist; but All based on local software Hard to maintain; Hard to integrate in (web based) applications; Product oriented in stead of customer oriented;

Many different legacy systems exist;

but

All based on local software

Hard to maintain;

Hard to integrate in (web based) applications;

Product oriented in stead of customer oriented;

Legacy system (D)maas MP4office Complete Integrated Web Based Efficiency Customer Value 3 foundation blocks 2 strategic p illar s 1 integrated solution

DWH Middle ware Sage CRM Customer admin Extranet insurance companies Advise softwar tools Exact online MS Office applications CCS Insurance admin Marketing factory

Cleaning Daily check with imported data on HI; Daily advise correct addresses and de-duplication; Enrichment Monthly advise on customers moving & deseased; Quarterly enrichment with Finergy; Continous enrichment through dialogue; Alerts Deals have been made with listbroker of “houses for sale” and “Prenatal”

Cleaning

Daily check with imported data on HI;

Daily advise correct addresses and de-duplication;

Enrichment

Monthly advise on customers moving & deseased;

Quarterly enrichment with Finergy;

Continous enrichment through dialogue;

Alerts

Deals have been made with listbroker of “houses for sale” and “Prenatal”

Two types of segmentation Attitude  Tone of voice Life stage  Type of visual

Two types of segmentation

Attitude  Tone of voice

Life stage  Type of visual

delegators Validators DIY avoiders Relationship oriented Product oriented Detail info Global info 12 8 1 19 32 21 5 3 22 6 9 26 17 28 Finergy Types

General No known family situation Emty nesters > 45 no kids at home Families Kids at home Starters < 45 no kids home

General No known family situation

Emty nesters > 45 no kids at home

Families Kids at home

Starters < 45 no kids home

Klantbehoud campagnes

Klantbehoud campagnes

Retention campaigns

Marketresarch Over 80% of the recipients has opened an read the mailing; The appreciation is a 7,5; Pilot test results Reactivation Campaign: 11,5% respons; (from 5 -18%); 3% is interested in a full service package;

Marketresarch

Over 80% of the recipients has opened an read the mailing;

The appreciation is a 7,5;

Pilot test results Reactivation Campaign:

11,5% respons; (from 5 -18%);

3% is interested in a full service package;

Cross & upsell campaigns

Event triggered

Keep it simple Invest in data quality; Keep the business persective Involve the retailer (also financially) Respect the identify of the retailer; Respect the way a retailer works; Be clear on data ownership; Support the program with consultancy;

Keep it simple

Invest in data quality;

Keep the business persective

Involve the retailer (also financially)

Respect the identify of the retailer;

Respect the way a retailer works;

Be clear on data ownership;

Support the program with consultancy;

Hein Vrins VMC & I Vrins Marketing Consultancy & Interim management Melvill van Carnbeelaan 74 3971 BG Driebergen 06 22601602

Hein Vrins