‘ Added value with CDI for Swiss Life and its customers ’

Zwitserleven (Pre-Merger SNS-Reaal) Zwitserleven Customers: Zwitserleven has 251.000 individual Life customers with a market share of 2,7% Zwitserleven has 3200 group life customers in the SMB market with a market share of 4,5% Group life customers have approximately 250.000 employees with a Zwitserleven Pension. Zwitserleven works with 4200 Insurance Brokers and Fee Agents These Brokers know an unknown amount of employees. Starting Situation in 2006 when we started at Zwitserleven: There are many product databases with customer data that conflict with one another We have no address details for the majority of our group life customer employees. We commit ourselves to privacy legislation, pension act legislation, Customer Due Diligence legislation and all other for our market relevant laws. Zwitserleven is a multi-channel organization with single channel information and processes.

Zwitserleven Customers:

Zwitserleven has 251.000 individual Life customers with a market share of 2,7%

Zwitserleven has 3200 group life customers in the SMB market with a market share of 4,5%

Group life customers have approximately 250.000 employees with a Zwitserleven Pension.

Zwitserleven works with 4200 Insurance Brokers and Fee Agents

These Brokers know an unknown amount of employees.

Starting Situation in 2006 when we started at Zwitserleven:

There are many product databases with customer data that conflict with one another

We have no address details for the majority of our group life customer employees.

We commit ourselves to privacy legislation, pension act legislation, Customer Due Diligence legislation and all other for our market relevant laws.

Zwitserleven is a multi-channel organization with single channel information and processes.

The Dutch Pension Market is changing rapidly ! The New Pension Act has changed the playing field on multiple levels: Relations between Zwitserleven – employer – broker/fee agents have changed ! More responsibilities for protecting the employee benefits are pushed to Zwitserleven These responsibilities have led to all new types of communication (UPO, Startbrief, etc.), directly to employees of Zwitserleven Customers Yearly multiple million additional paper mailings to contacts who have never been directly communicated to! UPO Alone is 12 pallets of postal packages !

The New Pension Act has changed the playing field on multiple levels:

Relations between Zwitserleven – employer – broker/fee agents have changed ! More responsibilities for protecting the employee benefits are pushed to Zwitserleven

These responsibilities have led to all new types of communication (UPO, Startbrief, etc.), directly to employees of Zwitserleven Customers

Yearly multiple million additional paper mailings to contacts who have never been directly communicated to! UPO Alone is 12 pallets of postal packages !

A new target audience for Customer Service Communication ? Zwitserleven Fee Agent / Broker Employee Employer Zwitserleven Good Old Days New Era Fee Agent / Broker Employee Employer

So in 2006 we started a journey to be prepared

Towards a single view ! Home Address: 's Gravelandseweg 25, Den Haag GBA Address: Hoofdlaan 28, Den Haag Unique Customer: Dhr. R. Jansen; Tax number: 12345678; Born: 8 February 1956 One view to our customers Contract: Participant group insurance Annuity fund Investment Profile conservative up to € 20.000,- Customer needs: Stop work at 60 Children Study funds Campaign Response: year check camp. Pension Gap camp. Family: Family Jansen Spouse: T.Jansen 2 Children Comm. attributes: Do not call E-mail allowed Do not fax No direct mailings use broker solely Financial Profile: salary € 43.456,- bank# 40.60.40.600 preference for direct debit

Contract:

Participant group insurance

Annuity fund

Investment Profile

conservative

up to € 20.000,-

Customer needs:

Stop work at 60

Children Study funds

Campaign Response:

year check camp.

Pension Gap camp.

Comm. attributes:

Do not call

E-mail allowed

Do not fax

No direct mailings use broker solely

Financial Profile:

salary € 43.456,-

bank# 40.60.40.600

preference for direct debit

Towards a modern process based architecture (SOA-principles) Sales Sales Service Service ERP ERP Legacy Legacy Data Integration Centralized Business Logic Process Integration

But hum; What was our starting reality ! Customer Service is fully product component / system oriented in their process and interaction Customer data is part of product information, therefore stored multiple times in product systems No deduplication of customer data (Siebel > 1.000.000 customer records) No process integration on customer level Very traditional daily batch based transport in a real-time world

Customer Service is fully product component / system oriented in their process and interaction

Customer data is part of product information, therefore stored multiple times in product systems

No deduplication of customer data (Siebel > 1.000.000 customer records)

No process integration on customer level

Very traditional daily batch based transport in a real-time world

So we needed a phased approach ! First priority is to improve data quality; completeness, correctness and integration of DQ principles in daily work. Followed by creating a Customer Lifecycle Process in our organization and ICT systems Ended by creating one central and leading Customer Repository to serve the Customer Process Level of centralization Collect Data Clean Data Dedup Time Data consolidation Data harmonisation Centralized Data Management Data distribution Centralized Data Management + +

First priority is to improve data quality; completeness, correctness and integration of DQ principles in daily work.

Followed by creating a Customer Lifecycle Process in our organization and ICT systems

Ended by creating one central and leading Customer Repository to serve the Customer Process

Collect Data

Clean Data

Dedup

Data distribution

Centralized Data Management

Which resulted in the following starting customer maintenance process Change Customer Details and contractdata in CRM system Validate and Identify Customer Details Extract, transform and route NAW + contract data Manual Checks Customer Due Diligence / List matching Insertion from Source or Channel LRD – GBA Check Validate Name Address Identifiy Customer CDD / Listmatching Insert/change Customer Master Change Cross Reference Merge Customer Manual Check CDD Manual Check Merge Manual Check validation Manual Check Identification

What were the results The main supporting infrastructure is build in 2 years in 8 phased releases. Every customer of Zwitserleven has an up-to-date GBA address (GBA updates are processed straight through). The first UPO mailing to approximately 250.000 employee’s, resulted in only 400 undelivered mail packs. Every contact with Zwitserleven results in a check on additional information opportunities (e-mail, telephone, etc.). Suspicious people are caught early in the commercial process, therefore no rework and costs for setup in a market where products make no money in the first year. Next step (expected early on 2009): Every new employee is entered Straight Through in the CRM system from MyWorkPlace (employer site), no manual intervention is needed and ‘startbrief’ communication is triggered.

The main supporting infrastructure is build in 2 years in 8 phased releases.

Every customer of Zwitserleven has an up-to-date GBA address (GBA updates are processed straight through).

The first UPO mailing to approximately 250.000 employee’s, resulted in only 400 undelivered mail packs.

Every contact with Zwitserleven results in a check on additional information opportunities (e-mail, telephone, etc.).

Suspicious people are caught early in the commercial process, therefore no rework and costs for setup in a market where products make no money in the first year.

Next step (expected early on 2009):

Every new employee is entered Straight Through in the CRM system from MyWorkPlace (employer site), no manual intervention is needed and ‘startbrief’ communication is triggered.

What are interesting topics to consider ! Have the end in mind, but start within the capabilities of your organization (SMALL baby steps). CDI – One Customer View – CRM need a lot of believe and do not sustain without an extensive and strong business driver to succeed. The drivers for Zwitserleven on CDI were; Cost management for a new target audience compliant with legal requirements and strong service levels on customer service Minimize organizational change for serving a new target audience Modern Architectures need a new view on ICT and Business alignment. Business becomes a manager of process exceptions and ICT becomes the manager of the process !? ICT wants TCO reduction, business needs NEW Functions Who is responsible for Data Quality, e.g. deduplication is a process on its own, with its own exception handling and results !

Have the end in mind, but start within the capabilities of your organization (SMALL baby steps).

CDI – One Customer View – CRM need a lot of believe and do not sustain without an extensive and strong business driver to succeed.

The drivers for Zwitserleven on CDI were;

Cost management for a new target audience compliant with legal requirements and strong service levels on customer service

Minimize organizational change for serving a new target audience

Modern Architectures need a new view on ICT and Business alignment.

Business becomes a manager of process exceptions and ICT becomes the manager of the process !?

ICT wants TCO reduction, business needs NEW Functions

Who is responsible for Data Quality, e.g. deduplication is a process on its own, with its own exception handling and results !

Thank you !