Digital First Marketing – Practical Use case for life insurance advisors

Working together to accelerate the digital transformation of insurance
Digital First Marketing – Practical Use case for life insurance advisors
International Agency Forum– 22-23 May 2019 , Shanghai
“From Quantity to Quality”
Presentation

The world’s most valuable knowledge-base on
digital insurance
Knowledge
Accelerators
Community
Accelerators
Execution
Accelerators
The world’s largest community of 30,000+ digital
insurance members

• Changing consumer behaviour in a digital world
• New digital business models
• The move to prevention from indemnification
• The wave of new technologies that are emerging
Reset – what we are not going to talk much about in this session

How can you equip
agents to thrive in a digital
world
So what are we going to talk about?

Insurance Penetration
GWP/GDP
2%
ASIA
7%
EUROPE

90%Of customers prefer to
research insurance online
Embracing digital disruption, Deloitte 2018

Of customers declare
agents as critical to decide
90%

The Digital Insurer’s perspective
The digital transformation of the life insurance
industry relies on enhancing face-to-face
distribution with digital capabilities. Digital is not
about eliminating the human touch – but enhancing
& optimising it.

Solutions exist to
1. Establish personalised digital presence for the whole agency
network at unlimited scale
2. Constantly push corporate approved content to the "palm of" each
agent for omni-channel sharing with existing and prospective
customers
3. Get real-time data insights across through all layers of the
distribution network
Digital Marketing platforms for agents – here now

Golden Rule with any new
tool:
Agents need to buy-in!
Experience has taught us…..

“Digital is going to
take away my job”
#1 Fear

“Technology from
Corporate is a waste
of my time”
#1 Belief

“Generating new
business is my
biggest concern”
#1 Need

Satisfying Agents #1
need will take away their
fear and make them
believers!

“Show me how … get real”

Get going: Provide a
personalised digital
presence for you

every agent has their own website
Personalized
Own Customer
Testimonials
Click to Chat instantly
Easy e-Mail
Office location linked to
Maps
Available 24x7

“OK – so I have a website
How does that help my
business?”

You get a mobile app to connect you to your website
• Instantly know when someone is
visiting
• Proactively chat or note for follow-
up
• Capture leads even while you’re
sleeping
• Send professional and fresh content
in an instant
Your website Digitally connectedYour app+ =

“now it is getting
interesting. I get real time
connectivity to clients and
prospects . BUT sounds
like a lot of work?”

You get a simple agent office
Review campaigns sent by Marketing
Manage your Website Analyse & improve
Be connected to customers

“Neat . So I know what my clients
and prospects are looking at …
and can follow up at the right time
and place. And it looks easy.
BUT Not quite there though
…Can you give me some
examples of how I can take full
advantage? ”

Phone: +41-888-999-111
Email : nora@novia.com
Web: novia.com/nlee
Example #1: The On-
ramp to Digital

The on ramp to digital
Nora has just wrapped up a client meeting in
Starbucks.
A friend of her client, Joe, overheard some of the
conversation about the insurance product Nora
was discussing. He is interested to learn more.
However, both are in a rush.
Nora hands Joe her card and says “Check out my
website to get some information about our Family
our Family Protection product.”

Joe scans the QR code and goes to Nora’s website….
QR code goes directly
to Nora’s website
He finds the information he was missing from Nora’s discussion. He also notices he can
see her office location, start a chat, make an appointment or email her.

Nora is immediately alerted that someone is on the website….
Nora sees someone is visiting her website and has been there a while. She decides to chat. “Hi
there. I see you are interested in Family Protection. Click to make an appointment, so we can
discuss your needs ”
Joe (on the site)
Nora (on mobile)

Joe responds to the chat…..
“Hi Nora, it’s me Joe. We met today, but we
didn’t have time to talk. Can we meet tomorrow
at 3pm – same place?. BTW, your site looks really
cool!. I liked the look of that new savings
product”
Nora (on mobile)Joe (on the site)
“Hi Joe. That great . Time works
for me. Catch up tomorrow!
Give me your mobile in case we
miss each other”

Example #2: Digital Word
of Mouth

Digital Word of Mouth
Nora has spent several weeks helping
to sort out the financial affairs for
Sarah, the wife of one of her clients
who recently passed away.
Sarah mentions on Facebook how
Nora has helped her through a really
traumatic time – going way beyond the
call of duty.
Thank God for Nora. Thanks for all the
support in my time of need.

All of Sarah’s friends on Facebook ask who is Nora?
Nora’s good deed results in new prospects from Sarah’s heartfelt
referral.
Thank you all for asking. Nora is my fantastic insurance
agent. Here’s her website www.novia.com/nlee
Sarah’s friends see the link to Nora’s site
They visit and connect up

Sarah is very happy to have her testimonial put on Nora’s websit
Sarah leaves a great reference on Nora’s website so every
visitor can see it. Nora’s reputation with current and
prospective customers grows

Example #3: New customers will find
you

90%Of customers prefer to
research insurance online

Google Presence
“Google, Find a life insurance agent near me”
Your choice
Invisible in a digital world OR highly ranked?

Example #4: The Digital
Follow-up

Nora can use digital channels to do a digital follow up
Nora briefly met Justin and only had a short conversation about how she can assist him. Now
she completes the conversation via SMS / WhatsApp / email / messenger / Line etc…
Pick the message
Select Justin’s
Contact info
Send it

Justin gets the message
The message is professionally written content
and contains the link to Nora’s website.
Nora
Justin’s Mobile
Nora’s website

Nora can see what Justin does with the message
• Did Justin click the message link and when?
• How did Justin interact with the website?
Easier to gauge interest and determine any
follow up

Example #5: Renewal
communication

Adding the human touch to Annual Renewal & Review
Many insurers now issue key documentation like
annual statements via the Customer e-Portal

Nora can now do a digital follow-up
a
Nora selects pre approved message to send
to Simon
Simon gets the message
from Nora
Nora takes a standardized message campaign aimed at customers
who have recently received their annual statements, she
personalizes it and sends the message out to Simon – one of her
long time clients.

Simon clicks the link…..
Simon sets an appointment as he has just seen how expensive his
best friend’s cancer treatment was and wants to be covered. Instead
of a simple annual premium payment, Nora is able to upsell a new
critical illness rider.
Simon clicks on
the link
Simon gets to Nora’s website and sets
an appointment
Meeting put into
Nora’s diary

I am sure you can think of more examples
Product Launches
Quarterly updates
Feedback surveys
Birthday messages
New agent recruitment
Changes in tax
Claims payment notifications
Digital ecommerce
from my site…
Annual financial review

”Now I am a believer!
Tell me how I persuade my
company to invest. I want
to be an Ironman/woman
agent”

Give me more
I get more leads
My close rate increases
I can engage with my customers
using digital content
My customers come to my site for
their service needs
It has been made so easy for me!
Thankyou Insurer X for upgrading
me 
Because…

1. Find a solution that scales – distribution channels and thousand
of agents. Just imagine the insights and learning – and the speed
of that learning
2. Don’t need everything from day 1 - but need an architecture that
can accommodate new modes of communication as they will
continue to evolve quickly
3. Focus on the goals for the agents – give them a solution they
can believe in
What do insurers need to do?

Working together to accelerate the digital transformation of insuranceWorking together to accelerate the digital transformation of insurance

Hugh Terry : hugh.terry@the-digital-insurer.com
Slides are available at TDI Website Events section:
https://www.the-digital-insurer.com/event/2019-limra-loma-international-agency-transformation-forum/
Presentation

Digital First Marketing – Practical Use case for life insurance advisors

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