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Cloud: Session 2: CRM, ERP and the Cloud -How Integration Helps Insurance Sales
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Cloud: Session 2: CRM, ERP and the Cloud -How Integration Helps Insurance Sales

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The insurance industry places special demands on CRM. Based on SugarCRM and Amazon Cloud, i-CRM is designed to solve those specialized insurance industry sales network needs. This session will …

The insurance industry places special demands on CRM. Based on SugarCRM and Amazon Cloud, i-CRM is designed to solve those specialized insurance industry sales network needs. This session will describe the solution with several examples taken from the real world experience of Zurich Insurance Group Italy. This is not a technical session: we'll talk about business processes, and provide a view of the business processes built into the solution that can benefit other businesses, regardless of the vertical market they serve.

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  • 1. CLOUD CRM, ERP and the Cloud:How Integration Helps Insurance Sales
  • 2. Enrico MaggiOpensymbol CEO, #enricomaggi, www.opensymbol.it 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 2
  • 3. About us Opensymbol is the only SugarCRM Gold Partner in Italy (out of a total of 12) 25 employees (90% of which fully involved in SugarCRM) Focused in Insurance and Automotive markets We’re one of the 12 Partner Advisory Board membersTweet: #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 3
  • 4. ScenarioItalian distribution model (it’s similar to other countries) Agencies are linked to a specific insurance company Agencies are owned by independent entrepreneurs Rules are currently changing in order to increase competitionTweet: #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 4
  • 5. Goals Insurance companies want to: Retain good customers Turn bad customers in to good customers Conquest new good customers Mantain a good and loyal relationship with agencies Increase distribution model efficencyTweet: #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 5
  • 6. Goals Agencies want to: Retain customers Conquest new customers Get cost savingsTweet: #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 6
  • 7. What’s needed: customer informationsTweet: #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 7
  • 8. Challenges Agents are not willing to share customer infos A “new mentality” is required Agents have low IT skill Ins. Companies are usually big with very slow decision processesTweet: #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 8
  • 9. Opportunities Existing corporate IT solutions are: Old and user unfriendly Focused on policy, not customer Not integrated (different sw for different processes) Accessible just if you are inside the company network Agents are becoming aware that a change is requiredTweet: #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 9
  • 10. Opportunities Social networks can help gathering fresh customer informations New devices (e.g. iPad) are allowing easy access to informations while in mobility New technologies help building relationshipsTweet: #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 10
  • 11. The solution: SugarCRM for B2B2C (or PRM) Close the gap between corporate marketing activities and distribution network (partners) Close the gap between customer infos gathering point (partners) and corporate marketing Reduce the “digital divide” that prevents agents executing effective local campaignTweet: #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 11
  • 12. The solution: SugarCRM for B2B2C (or PRM) Streamline all sales processes: Budgeting top down across the sales network Real time forecast Real time KPI All in one information system Streamline all backoffice processesTweet: #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 12
  • 13. Remember: it’s not all about softwareMr. Marco Boni (Chief Marketing, Zurich Italy) interviewIl giornale delle assicurazioni(January, 2010)Tweet: #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 13
  • 14. The solutionMost of the data you can see contained in the followingSugarCRM screenshots are nightly gathered fromcentral DWH via an ETL and then properly organizedand displayed for user convenience.The solution is a perfect mix between data coming fromCorporate ERP and data that are created at CRM level.Tweet: #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 14
  • 15. The solutionTweet: #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 15
  • 16. The solution ScreenshotsTweet: #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 16
  • 17. Benefits for the insurance company Popular functionalities Cost savings More Income Marketing (HQ) DEM / Campaings Mass mailing (no external Increased campaign Redemption Analysis cost) effectiveness thanks to Link with agencies Lower need of scheduled redemtpion monitoring = more Propensity indicators communication with agencies contracts More focused target lists = higher conversion rate Propensity indicator drives more sales Sales (HQ, Area Top down target Lower need of scheduled Focus on agencies that need assigment communication with agents more help = more deals are Manager, Sales Target monitoring Less travels closed Manager) Production monitoring Less phone calls Better coordination = more deals Income monitoring are closedTweet: #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 17
  • 18. Benefits for the agencies Popular functionalities Cost savings More Income Focus on persons that need more help = more 9. Top down target assigment Less need of “on line” communication deals are closed 10. Target monitoring Less phone calls Faster adattamento to market changes Agency (Management) More time can be spend in planning = more 11. Production monitoring sales Availability of the system outside the office = 12. Income moniitoring more productive people 13. Opportunity monitoring Real time pipeline = more sales 14. Customer data / prospect data Reduced time to access the nformation Information are more quickly processe = Agency (BackOffice) 15. 360 customer infos Reduced access to corporate IT tools increased number of opportunity, reduced number of lost opportunities 16. Shared calendar Streamlined processes Il cliente viene subito riconosciuto = più 17. Customer data sheet Riduzione tempo di accesso all’informazione fidelizzazione Agency (FrontOffice) Riduzione accessi ai sistemi informativi di Il front office può carpire e registrare info 18. 360 customer infos compagnia preziose per il venditore = più vendite 19. Shared calendar Focus on customer needs (eg. Proponsity 20. Customer data sheet Reduced effort to prepare visits indicator) = more contracts 21. 360 customer infos Less useless trips Availability out of office = more productve Agency (salesforce) Focus on more profitable customers = more 22. Shared calendar Less useless phne calls margins 23. Opportunity management Reduced effort to backoffice 24. Performance controlTweet: #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 18
  • 19. References in Italy 700 users 1,200 users 100 usersTweet: #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 19
  • 20. Submit Session Feedback Select the SugarCon Mobile App: 1) Tap on this session 2) Tap on survey 3) Submit your feedback*Prizes for attendees who submit session feedback using the Mobile App 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 20
  • 21. #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 21