A guide for fellow #Newtonians developed by our own Newtonian Ammar Khalifeh, as we developed the brand based on Clarity, Continuity and Community #Momentum on your side... Looking forward to making this a Global Reality. If interested in learning more or joining the movement, email me at faris@newtoninsurance.com

1. Peaceofm
ind comes in all shapes and sizes. Fortunately so do our p
lans!
THE NEWTONIAN’S
GUIDEBOOK TO
EXCELLENT SERVICE DESIGN

2. About this
document
Insurance - like banking - is not an easy industry
to differentiate in. Small or new companies
will struggle to compete in a saturated sector
where large firms enjoy economies of scale
and price advantages and the capacity to
acquire or merge with competitors & disrupters;
and where customer experiences and digital
solutions can be replicated with relative ease.
This added to recent trends with large insurers
partnering with non-traditional distributors
( e-commerce giants, non financial networks,
retailers etc. ) to gain advantages on the distribution
and data sharing fronts. These partnerships allow
large firms to focus on core business competencies
- but can also work to the advantage to smaller
providers offering well designed, well structured,
well timed and easy to deliver services.
Every business providing a service must always
remember that the product is ultimately the people
providing the service, the ease and purpose
with which customers are communicated with
through the various channels; and the ability to
deliver on the promise of reliability, clarity and
relevance - from the first point of contact through
to sales, product tailoring, problem solving,
responding to feedback and providing advice.
The purpose of this document is to make
available to you a mix of guidelines, ideas,
trends and research to help you build products
that customers need, create experiences that
make them want to do business with you and to
ensure that they continue wanting to do so.
Let’s get Started
M
akeitSimple10
1

3. Solutions that keep your assets
protected and your life in motion.
{ Speed +Information +Communication } =Quality Customer Service
BRAND MESSAGES tell the customer
what your most important values and
standards are, and how you will behave
in order to deliver on the promise.
Unlike many insurers who focus on the aspect
of safety and caring etc, Newton’s brand
messages are designed to keep the focus on
fast service and reliability. The core function
of insurance is to deal quickly and smoothly
with events that can interrupt your life, cause
stress, and help you prepare for or prevent
future damage.
Newton products therefore must each have a
communication flow and tools to help
customers instantly communicate their needs
- whether in advance or in an emergency -
receive instant feedback on the next course
of action and easily purchase or claim.
Product development is largely about
segmenting customers and gaining
knowledge about their lifestyle and needs,
tailoring products to provide them with what
they need at the right time - and using
communication channels as a means to
continuously adjust those products and
services to their changing needs.
Customers
care about ...
Reliability
Reassurance
Relevance
Simplicity
Timeliness
Konwledgeability
Fair Value
Real time interaction
capabilities
They do not
care for ...
Regulations/ Processes
Apathy/ Indifference
Pushiness
Paperwork
Delays
Lack of knowledge
Hidden Costs
Endless Option Menus
Five essential components of customer
relationship and lifetime management.
Customer
Profiling &
Segmentation
Customer
Lifetime
Management
Multi-
Touchpoint
Communication
Matching
of right expert to
right customer
EventDataTracking
before,during&after
CRM
Newton’s focus is to keep your life in motion. To keep your business running.
In life there are always ups and downs. Proactive planning when things are up is better than
reacting when things go down. Preparedness for life is the best protection.
It’s a simple equation: Insurance from Newton, momentum on your side.
THE NEWTON BRAND: KEEP IT SMART, SIMPLE & IN TOUCH WITH THE TIMES
KNOWLEDGE IS KING. The days of reading 20 FAQs and
telling a customer: “ Let me get back to you on that!“ are
long gone. Customers today expect Google style instant
answers, dedicated expertise at all touchpoints, and anytime-
anywhere access to their information at the click of a button.
Quick on their feet.
Speaks your language.
Keeps in touch.
Knows your shoe size.
Is sometimes psychic.
THE PERFECT
NEWTONIAN

4. v
Sales Case Study 1
Insight Driven Advisor Sales
Sales Case Study 2
Bob’s Customer Journey @ Pega
THE NEW WAY TO SELL: DATA DRIVEN, CUSTOMER FOCUSED, SIMULTANEOUS, SCENARIO BASED.
AboutOmni-ChannelCRM
andCustomerJourneyMapping
Read more from EY @
ht tp:// w w w.ey.com /GL /en / Industries/ Financial-Ser vices/ Insurance/ Retaining- customers- and- ensuring- grow th
INSI
G
HT ACTI
VATION
OUTC
O
M
ES EXEC
UTIO
N
STRATEGYSTRATEGY
insightbya
nalyzing and
predictin
g
success
Creating
actionable
operational
izethrough
service
m
odel
Identify custom
erjourneysand
enable ent
erprise-led
CRM
2.
0
tools
manag
em
ent
offersiswh
at seals the
Delivering
the right
dealforcu
stomers.
Want to master Customer Relationships 2.0 ?
Tailored product offerings, personalized experiences,
and streamlined sales and service processes deliver
what customers want and drive growth.
Stronger Customer Connections
Analytics and customer experience management tools
give advisors actionable insights about customer needs.
This can dramatically improve customer relationships.
Insight-driven Advisor Sales
Start by bonding with existing customers.
An illustration of a multi-channel scenario that demonstrates how
an insurer can maximize their engagements with their policyholders
when they use Pega’s decision management solution to drive
personalized, customer-centric experiences.
Bob’sInsuranceCustomerJourney
Transform Distribution Management, Deliver Superior Customer Experience
Watch the video
CLICK HERE
Watch carefully the screen on
the right; Great example of
customer journey mapping.
How are companies using
multiple touchpoints
and information streams
to improve sales ?
Companies used to use Multi-Channel
strategies - sales pushing out communications,
IT gathering disconnected data, business
development analyzing product feasibility and
finance working on Excel sheets to analyze
profitability and cut down advertising spend. In
other words the action happened inside the
company and then whatever resulted was rolled
out into the market then waiting for the result.
Omni-Channel is another word for the platform: In
financial services the platform has a life of its own -
with information constantly streaming in and out.
Everyone is plugged into this platform and
companies with no strategy and clear perspective
can find matters getting out of their control. Omni-
Channels are a combination of great strategy, great
information management and great employees. No
software can fix a bad attitude - but it can alert the
business of a chance to act.
HOW DOES CUSTOMER JOURNEY MAPPING HELP
IMPROVE THE SALES & MARKETING PROCESS ?
Journey mapping is a great way to predict what
problems the customer might face in the traditional
buying and negotiating process and eliminating
them in favor of a simple and clearer process. The
conversation then shifts from which customer service
rep. to transfer them to, or when to get back to them
- to how to get them to say “YES” quickly and to move
on to talking about tailoring that product for them
according to their exact needs.
No.1 Cornhill, City of London EC3V 3ND
020 7060 4090 - ninety.co.uk
Page 1 of 14
A Ninety Consulting white paper
The Omnichannel Insurer
Part 1 of 2: a review of omnichannel approaches and
issues emerging in the insurance sector.
By Dan White and Geoff Knott
No.1 Cornhill, City of London EC3V 3ND
020 7060 4090 - ninety.co.uk
Page 1 of 14
A Ninety Consulting white paper
The Omnichannel Insurer
Part 1 of 2: a review of omnichannel approaches and
issues emerging in the insurance sector.
By Dan White and Geoff Knott
DOWNLOAD ARTICLE PART I
DOWNLOAD PART II
“THE OMNI-CHANNEL INSURER”
Great overview of how insurance firms are
tackling marketing, data gathering, CRM etc.
Watch the video
@ Ernst & Young
CLICK HERE
This EY video shows
a great example of
following up on a lead

5. THENEWTONREADINGLIST
10 ARTICLES TO HELP YOU STAY AHEAD IN THE INSURANCE GAME
Being comeptitive means doing everything to be better than
everyone else out there and most importantly understand what it
means to be the best TODAY. That means doing your homework.
There is nothing worse than a customer who knows more than you
how you should be providing the service. You can guarantee your
competitors are working hard to show them that you’re not. Makes
sure you’re always resarching the latest trends and working hard to
get a better understanding of the industry you’re in.
Give customers what they want, and what is even better for them.
Also check out these websites
1
The future
of health
insurance
A road map through change
Volume 7 │ Issue 1
Providing insight and analysis for business professionals
How can diversification be used to unlock
growth potential in emerging markets?
Why does operational flexibility offer
financial services a new frontier?
What is technology’s evolving role in
wealth management?
Executive Summary
Insurance providers must manage a number of journeys across time and channels
throughout the customer lifecycle, such as insurer selection, coverage application, policy
administration, risk control, claims processing, and coverage renewal. There are a number
of significant challenges across these journeys, including growing competition and declining
market demand (especially in developed markets), customers shifting from using agents
and brokers to direct sales and service, a drive to reduce costs of customer acquisition and
service, lack of customer loyalty and trust due to issues over claims handling and payments,
and stricter regulation and compliance requirements. The overarching dilemma for insurers
today is how to deliver a customer experience that is:
• Appealing to customers
• Effective at differentiating from the competition
• Efficient to operationally deliver
• Compliant with regulations
In 2013, research by Capgemini found that globally only 32% of insurance customers
reported a positive customer experience from their insurer and that 70% of customers were
at risk of switching insurance providers. Yet those customers who had a positive experience
were twice as likely to refer their friends or buy additional products. Capgemini also found
that insurers with a strong digital presence and customer focus were 26% more profitable
than average. They predicted that, “within 5 years more than 30% of insurer business will
occur digitally.”(World Insurance Report 2013, Capgemini)
Genesys enables your insurance business to improve customer experience by:
• Providing the channels that customers want to use: voice, digital, mobile, social and
white mail
• Applying customer interaction context consistently across all channels
• Engaging proactively with customers both online and via mobile
• Communicating proactively with customers through their preferred channels (voice,
voice message, text message and email) for sales, service, education, and customer
surveys
Taking the Insurance Customer
Experience to the Next Level
Managing the Omni-Channel Insurance Customer
TABLE OF CONTENTS
Executive Summary........................1
Increasing Insurance Sales...........2
Improving Insurance Claims
Experience...........................................5
Educating Insurance
Customers ...........................................9
Conclusion ........................................10
BUSINESS WHITE PAPER
Delivering Amazing Customer Experiences
Microsoft Dynamics CRM in Insurance
No.1 Cornhill, City of London EC3V 3ND
020 7060 4090 - ninety.co.uk
Page 1 of 14
A Ninety Consulting white paper
The Omnichannel Insurer
Part 1 of 2: a review of omnichannel approaches and
issues emerging in the insurance sector.
By Dan White and Geoff Knott
Financial Services Practice
The Growth Engine:
Superior Customer
Experience in Insurance
TRANSFORMING
HEALTHEnabling integrated Care
EMEA Market Study
Connect people, processes, and information
where it counts – at the point of need
iWORKS
PRODUCT LIFECYCLE MANAGEMENT:
THE COMPETITIVE ADVANTAGE
New lessons are emerging for executives striving to harness the
power of social media in the cause of wider employee participation.
Clearly, there’s more to success than just investing heavily in the
latest Enterprise 2.0 technology platforms. Large-scale engagement
of the workforce requires, first and foremost, a firm grasp of
organizational culture and its social dynamics, a psychological
understanding of what triggers new behavior, a determination by
management to loosen if not relinquish its traditional top-down
approach, and an ability to demonstrate how digital activities
complement offline or other real-world events.
Those attributes are often absent, so we find that many companies
struggle to maintain the momentum of initiatives to encourage
broad- and digitally based employee involvement. Indeed, that’s
true whether these efforts focus on the formulation of strategy,
transformational change, customer service, or other business
contexts where fresh ideas or new ways of working are needed for
competitiveness. Some initiatives fail to “mobilize the masses” to
any significant degree, dissipating energy and effort as the message
gets stuck in middle management. Others get going but never reach
the organization’s perimeter, thereby missing an opportunity to
collect valuable feedback and ideas from the front line.
Digital hives: Creating
a surge around change
Online communities are helping
companies engage with
employees to accelerate change.
Arne Gast and Raul Lansink
A P R I L 2 0 1 5

6. RAPID PROTOYPING: EXAMPLE OF USER PROFILE DEVELOPMENT
CreatingUserPersonas{profiling} How de we get a
360˚ view of this
person’s needs,
attitudes, lifestyle
& habits?
Example of information you might need for CRM dashboards,
customer lifecycle planning and strategic marketing.
IN CUSTOMER EXPERIENCE DESIGN user personas are
used to create a system or service platform that
‘understands’ and ‘behaves’ according to the person
using the channel - much in the same way a smart
salesperson understands that every type of customers
needs a different approach. They are also very useful
for product managers and marketers as they map out
the market in detail.
In the past design firms would spend months
interviewing samples of segments (called stakeholders)
in order to find out how to best serve them. The data
would be gathered, presented to clients with much
back and forth with IT, business line owners, marketing
staff and so on. Today having channels of direct
real-time communication means service providers can
do this in-house and in a matter of weeks.
Customers today are more than happy to volunteer that
information for themselves and the shift from desktop to
mobile and tablet 3G means that they can do it while
sitting in a café, or walking on a treadmill. A focus
group can be a specific demographic group made of
people in different countries using the same product, or
it can be a cross-segment sample focused on a
particular process or user experience.
USER PERSONAS HELP US TO:
• Identify a segment’s needs, expectations,
lifestyle, patterns of behaviour, and preferred
style and channels of interaction.
• Tailor direct marketing, promotions, product
bundles, pricing strategies and communication
preferences for that segment or group of
customers {by need/ profitability/ customer
lifecycle stage/ demographic/ geography}.
• Use information gathered from multiple
channels to create a better customer
experience and eliminate unnecessary
phonecalls, emails, misunderstandings,
duplication of tasks and confusion.
• Help owners of business lines and revenue
streams get a clear picture of the market they
are serving and make more strategic decisions.
• Improve information available to sales,
marketing and CRM dashboards for better
analysis and customer service.
• Enable sales and CRM to target and
communicate with groups of customers
based on any given combination of criteria
( upgrades/ renewal promotions/ unsatisfied
customers etc ).
• Use happy profitable customers to spread
the word to prospective customers ( NET
PROMOTER SCORE/ Social Network ).
• Better manage the relationship with the
customer over time ( customer lifecycle
management ) and understand the cost-
benefit equation in the long term.
LIFESTYLE
WORK TRAVEL SPORTS DIET
Part Time Teacher Twice yearly Cross Fit 1 time/ wk Healthy Overall
* Occasional iron deff.Years in Job 5 yrs 3 m Shots Off Policy Swimming 3 times/ wk
Contribution to household $ 500 Has international coverage ? Yoga 1 time/ wk Sees a dietician ?
Income Range $800-1,200 YES NO Past Injuries YES NO
Colleagues/ friends/ relatives insured
with Newton ?
Has browsed/ asked about our
International Health Products ?
* Bruised shoulder
* Sprained ankle
Dietitian or nutrition
related under policy ?
NONE YES: 7 YES NO VIEW DETAILS YES NO
Has made any referrals ? Sports & Fitness Plan ?
NONE YES: 3 YES NO
OWNED ASSETS
HOME CAR LAND OTHER
Rent Own Value: $130,000 Household has 2 cars Small farm: 3 acres. Jewelry
Mortgage Payments ? Car insurer: Small retail space
NONE YES: $ 1,600/ m Jordanian Canadian Co.
Home Insurance ? YES: NO
ONLINE ACTIVITY
NEWTON SOCIAL MEDIA SUBSCRIPTIONS ONLINE PROFILES
• Browse
• Upload Docs/ Invoices
• Edit Benefits
• Customer Chat
• Facebook
• Pinterest
• Collective Health
• iFood
• Linkedin
• WomensHealth.com
• Mayoclinic.com
VIEW FULL LIST
• iFood
• Linkedin
• WomensHealth.com
• Mayoclinic.com
NOSelf Profiling Score LOW Network Size 335
NEWTON CHANNEL PREFERENCES
MOBILE APP EMAIL SMS PHONE
• Check Coverage
• Input Nutrition Information
• Share iWatch readings
• Post Customer Complaints
• Book Appointments
• Track Claims
• Receive due payment notice
• Receipt of Payment as PDF
• Response to Complaints
• Quarterly Summary
• Receive Health Tips
• Marketing messages
• New Content Alert
• Customer Survey
CALL CENTER DASHBOARD RECENT ACTIVITY
LAST CLAIM:
07 / 03 / 2016: $ 334.00
General Checkup + Blood Test
LAST CALL:
23 / 02 / 2016: SUBJECT: Renewal
View Notes
LAST PAYMENT:
11/ 12/ 2015: $ 45.00
LAST PROMOTION:
Add SPORT & FITNESS offer sent to Lana on:
15 / 05/ 2016 via SMS and Email.
Lana Qassem - 34 yrs
Married Mother of 3
PLAN.:
FAMILY FLOATER PLUS
HOUSEHOLD SIZE: 5
Husband - 45, Son - 5, Son -8,
daughter - 13
TIME WITH NEWTON:
1 year 9 months
SOCIAL MEDIA REACH:
MEDIUM
OTHER PRODUCTS:
No other products
SEGMENT SIZE:
Nationwide: 2.4 million
Newton Pool: 17,561
Download Template Files:
https://www.dropbox.com/l/scl/NoN8fd5qSiWRbzIrUpWwJs
Lana Qassem - mother of 3
Drafting a profile

7. RAPID PROTOTYPING: EXAMPLE OF USER SCENARIO DRAFTING
User Scenario 3.4.2
Add Benefit through Mobile
Work as a team
Do your homework
Customer service is not just a department. It is a core
competency and activity of the whole business.
Prototyping & testing is about combining the whole team’s
knowledge and strengths and creating the magic the customers
feels when dealing with a quality service provider.
Download Template Files:
https://www.dropbox.com/l/scl/NoN8fd5qSiWRbzIrUpWwJs
sketch things out don’t be
afraid to make a mess
Prototyping
CustomerJourneys
CUSTOMER JOURNEYS are used together with USER
PERSONAS to help designers, product, sales, and
marketing managers figure out exactly how customer
should experience every interaction they have with the
company (Browsing, purchasing, asking for advice,
renewing subscription, archiving bills, etc). They are
designed to view the experience from the customer’s
perspective and are drafted and fine tuned based on
customer trials and feedback. Processes are redefined
around this.
In rapid prototyping, all the stakeholders in the process
(company staff, programmers and designers) get
together to discuss how they can improve service delivery
times, simplify the complications that annoy customers
and drive them away from browsing a site or completing a
transaction - and sketch several version of an optimal
scenario for each situation involving the customer.
FOR EXAMPLE: A person today under 30 needs everything
to function like online commerce or social media sites that
they use ( Dynamic micro messages, rating features,
vibrant graphics, sharing & recommending tools ). - the
focus will be on designing interfaces that are highly
customized for customer tastes, preferences, and
personality type. On the other hand person above 50
would prefer something calm, peaceful, without ‘noise’;
and an interface that behaves more like a nice personal
customer service advisor.
In an advanced state, the system can use
the member’s unique number to instantly
identify the user segment, profile and user
preferences and can display ON LOGIN
customized features such as targeted
promotional offers, larger fonts for older
users, and to automatically suggest
coverage based on recommendations
entered by sales & marketing personnel.
In this case, the system “knows” the
mother has a daughter who should be
due soon for Dental benefit upgrade.
Ideal state
I want to add
Optical & Dental
for my daughter on
my Family Starter
package plan
SHIREEN MOUSA
AGE: 32
CHILDREN: 1 Son 11, 1 Daughter 8
WORK: Part Time
STATUS: Married
PLAN: Family Floater Basic
OTHER PRODUCTS:
HOME DIRECT Assistance Plan
Above is an example of some factors
involved in customer lifecycle
management. The purpose of lifecycle
management is to assess usage
history and predict future activities
and determine where customer
stands. It’s about finding a win-win
pricing and cross-sales strategy for
both company and customer .
HEALTH PLAN:
Family Starter Package
MEMBERS IN HOUSEHOLD:
5
POLICY HELD SINCE:
5 Years
FUTURE LIFETIME VALUE
SCORE:
*****LOSS RATIO PREDICTION:
70 %
Watch Video
on IBM
Customer
Retention
Solution
CLICK HERE
IBM has a very good
customer retention
solution with some
useful features
and parameters
NEWTON should
consider replicating.
Shireen may instead choose to save the offer to her
dashboard while she decides whether to buy or how
to pay. If this is the choice she makes, then sales are
notified on the sales dashboard to indicate an
ACTIVE LEAD to follow up on.
For marketers this may be a chance to cross-sell
Shireen other products for her daughter or suggest
adding other benefits, or for sales to check back on
her if she does not purchase for example 10 days
after initial request for quote.
SYSTEM NOTIFIES APP TO DISPLAY HER PROMOTION
Every customer interaction is recorded by system
to display in customer’s dashboard for use by
sales and accounts: The minute the system
displays promotion this is recorded as:
DISCOUNT OFFER SENT ON 05 / 03 /2016.
Your final price after discount is:
$ 630.00
Save offer to my
Dashboard
Yes, I would like
to buy now.
Great news!
As a thank you for being a
great customer you are eligible
for a 15% online discount.
ELIGIBLE FOR ONLINE
PROMOTION
15 %
1. SYSTEM CHECKS CUSTOMER
CRITERIA WHICH HAVE BEEN
INPUT BY EMPLOYEES.
2. SYSTEM RECORDS REQUEST
FOR ADDITION OF BENEFITS ON
SHIREEN’S PROFILE AND NOTIFIES
SALES & CRM STAFF.
Discuss billing & payment
options/ data sharing with
various online retailers &
digital payment providers.
OPENS
POLICY HELPER.
SELECTS
BENEFITS.
CLICKS
ON GET
QUOTE
LOG IN
Good morning Shireen,
welcome to Newton
Policy Helper
Get Quote
You Selected
LOGS IN.
ENTERS
MEMBERSHIP
NUMBER
1 2 3
4
5
SHIREEN
ACCEPTS
OFFER
OFFER ACCEPTED recorded in database.
Sales & Account Managers are notified.
CHOOSES SETTLEMENT OPTIONS
PAY NOW: Card on File/ Enter Details/
@ Point of Sale/ PAYPAL
At Company Offices/
Bank/ Partner Retailer
ADDED TO BILL FOR NEXT MONTH
BUY NOW
ACTIVATE LATER
POLICY IS UPDATED TO FAMILY STARTER PLUS
Request sent to publish PDF EMAIL RECEIPT as per
Shireen’s selected preferences for invoices.
6
Based on Shireen’s profile and the input sales and marketing
have entered on her profile after analyzing her account; the
system detects that she is eligible for a 15% online promotion.
SALE
COMPLETEDPAYS
The next level in service design will be
interfaces that ‘behave’ and look
differently according to the person using
them. Already many apps ask a user
about their what their ‘skin’ preferences
are on first login. Luckily, once we start
the rapid prototyping process and
establish a pool of users we will gain full
insight to what trends they are exposed
to in online experiences, what their
preferences are and adjust our
experience design accordingly.
USER ACTION
SYSTEM ACTION

8. George Sakkab: F&B Owner
TOTAL PACKAGE Product Draft
RAPID PROTOTYPING: FEATURES & TARGETED BRANDED MARKETING MESSAGES
Newton offers you flexible tailored plans to make
sure you are prepared at all times for unexpected
accidents; keeping your employees healthy, your
assets protected and your business in motion.
NEWTON BUSINESS PLANS
CUSTOMIZE PLAN AND GET A QUOTE
We called ourselves NEWTON for a reason:
To remind ourselves that we are here to come up with smart
ways to help our customers handle their insurance needs
in one place, without any complications, and with the level
of flexibility that today’s lifestyle requires.
Our TOTAL PLANS are designed just for that. Just tell us
what you need and we’ll figure out the rest.
OwnaFood Business ?
Check out our F&B TOTAL PACKAGE plan.
Designed for your business and family.
Example of targeted ads. One focusing on the assets
of the business - one focusing on the household.
Choosethemixthatsuits
yourneeds.Easilyaddnew
assetsthroughourAsset
Managerdashboard.
NEWTON’s insurance management app makes it possible for
you to protect just the things you want, exactly when you want,
and entirely from your phone, with no need for an insurance
agent or a long-term contract. To build your plan - just create
an online inventory of your most valuable assets and then swipe
on the items that you’d like to protect and choose a price and
deductible that’s right for you. It’s that simple!
SUGGESTED FEATURES - SME USERS:
HOME ASSISTANCE Quick Dial
INVENTORY MANAGER tool
SCAN RECEIPT tool
REQUEST EVALUATION quick dial
CLAIMS DASHBOARD ( by item )
ADD EMPLOYEE Health feature
SUCCESSFUL CLAIM alerts/ Tracking
ABOUT TOTAL PACKAGE PLANS
The TOTAL PACKAGE product concept is less
of a bundle and more of a flexible cross-
category mix and match structure. The way
customers shop for this would be to itemize
what they need, and they can see on the
screen the total amount change
dynamically. They can then have the option
of dropping or adding items to get a final
price and log in later to add items.
PRODUCT ADVANTAGES:
NEWTON provides all lines of insurance.
This is a unique opportunity to play
the mix-and-match strategy used by
aggregator sites to attract customers
looking for flexible customized plans.
SME SEGMENT SIZE:
Nationwide: 1.6 million
Newton Pool: 3,093
- of which are F&B: 215

9. George Sakkab: F&B Owner
Customer Sales Cycle { Sign-Up }
FROM SIGN-UP TO CLAIMS: LOOKING IN MORE DETAIL AT THE CUSTOMER SERVICE JOURNEY
George’s Sign-Up Journey
Targeted marketing. Information driven. Advisory selling.
Newton offers you flexible tailored plans to make
sure you are prepared at all times for unexpected
accidents; keeping your employees healthy, your
assets protected and your business in motion.
NEWTON BUSINESS PLANS
CUSTOMIZE PLAN AND GET A QUOTE
We called ourselves NEWTON for a reason:
To remind ourselves that we are here to come up with smart
ways to help our customers handle their insurance needs
in one place, without any complications, and with the level
of flexibility that today’s lifestyle requires.
Our TOTAL PLANS are designed just for that. Just tell us
what you need and we’ll figure out the rest.
OwnaFood Business ?
Check out our F&B TOTAL PACKAGE plan.
Designed for your business and family.
GreatpointGeorge!
The best brokers and insurers out there -whether
online or offline- remind you of things like
business interruption and liability coverage;
things you might forget or not be aware of while
shopping around. With this in mind, how do we
help George choose the right options when
trying to customize a plan ?
The secret to great service - with the help of
technology - is based on a continuous cycle of:
• Recording information about customers and
constantly segmenting and updating that
information ( in person, on phone, through email,
app etc.), to always have the full picture.
• Using customer journey mapping to guide
them through the learning and decision making
process, design tailored processes and make the
right recommendations at the right time.
• Using multiple communication channels to
confirm successful transactions, inform them of
new products or features, draw their attention
about issues that need to be dealt with.
• Using feedback loops to ensure events are
occurring to standards and specifications
( speed, accuracy, error checking, major
changes, satisfaction ); taking action in case of
problems and reporting this back to company
and customer using the omni-channel.
George’s journey begins with a first impression.
He sees a NEWTON ad, brochure, web banner or
gets a targeted email or MMS from NEWTON and
the targeted message catches his attention. He
thinks “ why not sounds interesting “ and goes
online to explore further. From this point onwards
NEWTON has homework to do.
George will use NEWTON’s ASSET MANAGER
feature as a coverage inventory management
and archiving tool. In the future NEWTON might
help George find great maintenance companies,
better offers on equipment and other added
value services. It does this by attaching these
recommendations to items in his inventory. This is
what is called added-value content in services.
Protection and Prevention at a higher level.
George will definitely love the itemized CLAIMS
MANAGER tool. Providing the required
documentation quickly and without mismatches
or duplications to help speed up settlement is
probably the largest pain point most customers
- AND insurers - experience on a regular basis.
With the app all this is taken care of in advance
and on file. But in the end the final judgement will
be whether the actual experience lives up to this.
The final step is to use knowledge of the F&B
sector to pre-design a plan that will almost
immediately make sense to George. .
SME Insurance is more than protection from damage.
Many SME owners who shop for business insurance do it online and often look for best price
deals on basic coverage and they probably only think about the insurer when it comes to
renewals or dealing with a claim. The process is made worse by the amount of online sites
offering so many variations that it becomes hard not to focus on what’s easy: Price.
After scanning the market, compiling
a list of prospects and going through
some initial product drafting and
user profiling, you’re now ready to
start sending out some targeted
messages to segments.
A targeted Food Business ad could
be ONE of the first points of contact
George has. Typically Sign-Up
happens after a customer sees
something they like and is convinced
membership of the network is
valuable.
In all cases, the first point of contact
is the ideal time to collect useful
information and data about Geroge
that goes on file regardless of the
outcome
1
Newton Network Membership
SEES TARGETED
AD. GOES
ONLINE TO
CHECK IT OUT
FILLS IN FORM.
CLICKS SUBMIT.
George might also want
to get some advice on
the best options for his
total plan features.
FILLS IN FORM.
CLICKS SUBMIT.
CLICKS ON CHAT
GEORGE FINALLY
AGREES ON THE
TOTAL PLAN
FEATURES WITH
THE ADVISOR
GEORGE SEES A
BRANDED MESSAGE
POP-UP AND GOES
THROUGH THE
DETAILS
GEORGE EITHER ASKS ADVISOR TO
SEND HIM AND OFFER BY EMAIL OR
TO GO AHEAD AN PURCHASE.
GEORGE MIGHT DECIDE THE PLAN IS
PERFECT AND DECIDES TO SIGN-UP
2 3 4
5
6
7
8
9
“ PLEASE TELL
US A LITTLE
ABOUT YOU”
“ NOW TELL US
ABOUT YOUR
BUSINESS”
PLAN DESIGN
COMPLETE
SIGN-UP TO
NEWTON
SYSTEM DISPLAYS FORM FOR
GEORGE TO FILL: AGE, FAMILY
STATUS AND A COUPLE OF
AWARENESS QUESTIONS
HERE WE COLLECT A BASIC INVENTORY OF:
1. EQUIPMENT
2. PROPERTY
3. EMPLOYEES
4. VEHICLES
5. OTHER ASSETS
ADVISOR SAVES OFFER ON
GEORGE’S NEW PROFILE AND
ASKS WHETHER GEORGE
WANTS TO BUY NOW OR
THINK ABOUT IT FOR A BIT.
ENTERS PREFERENCES.
THE ADVISOR INFORMS GEORGE THAT
HIS PROFILE AND OFFER HAVE BEEN
SAVED. HE TELLS GEORGE THAT IF HE
SIGNS UP THE OFFER WILL BE SAVED TO
HIS DASHBOARD
THE SYSTEM ALSO RECORDS WHO THE
ADVISOR IS SO THAT GEORGE CAN
CHAT TO THE SAME ADVISOR AGAIN
ON THE NEXT LOGIN>.
SYSTEM RECORDS EITHER SCENARIO
AND RECORDS SALE COMPLETED
OR ACTIVE LEAD.
BASIC PROFILING CUSTOMIZATION, ADVICE & RECOMMENDATION
ADVISORY SELLING. FURTHER PROFILING. FRIENDLY NEGOTIATION. SEMI-SCRIPTED
Based on GEORGE’S input the system
checks NEWTON’s equations on file in
preparation for a quote.
At this point George will looks at suggested plan
and stop to think. Meanwhile the system has
already been programmed to suggest features
such as business interruption, goods in transit,
and other coverage built into the product plans
designed by product teams.
Thanks George.
NEWTON RECOMMENDS
THE FOLLOWING PLAN:
Need Some Advice ?
CLICK HERE TO CHAT TO
ONE OF OUR ADVISORS
1. SYSTEM ENTERS
GEORGE’s PARAMETERS
AND CHECKS FOR
MATCHING PLANS.
2. SYSTEM RECORDS
REQUEST FOR A PLAN SYSTEM DISPLAYS
RECOMMENDED PLAN
SYSTEM ALSO DISPLAYS
OPTION TO CHAT TO A REP.
SYSTEM FINDS RIGHT ADVISOR AND
CONNECTS GEORGE. CALL IS RECORDED
The strategy for NEWTON is to promote the
advantages of membership of the NEWTON
NETWORK. And it’s a different kind of network.
This works well with the mix-and-match
structure of flexible cross-category plan. You
are simply a member who can plug into the
network and add or remove benefits and your
subscription is always displayed as one total.
Should you chose to see a breakdown the
dashboard will give the option to do so - in
the same a bank statement can be viewed in
multiple ways according to type/ amount/ etc.
USER ACTION
JOINT ACTION
EMPLOYEE ACTION
SYSTEM ACTIONUsing an Omni-Channel experience {and
software} - George is further customizing
his plan while chatting to an all-round
insurance expert.
Ideal advisory
sales chat
scenario
PHONE CALL
WEB CHAT
EMAIL ME
BUY NOW
Dream Feature
A great feature to have is to have sales rep pull
up the plan George is looking at. Even if he has
not signed up yet. Since every request for offer
is recorded it should be possible to do this.
Companies seeking new business should invest
in recording every interaction pre or post sales.
DECISION MAKING. COMMUNICATION PREFERENCES.
{ GEORGE SAKKAB }
AGE: 39 - Married. Wife 36.
CHILDREN: Son 9, Son 13, Daughter 19
WORK: Owns a restaurant.
HEALTH: Family insured with other Co.
OTHER PRODUCTS: Unknown
{ HIS BUSINESS }
PEOPLE: 10 full-time, 7 part time.
VENUE: 60% paid-up of $ 1.2 mn.
$ 550,000 in equipment.
$ 136,000 in cash.
OTHER: 1 Van. 2 mini-cars. The dog.
and.. if you can throw in the
dog’s insurance for free that
would pretty much seal the deal !

10. George Sakkab: F&B Owner
Making Claims simple for George.
We’veputeverythingyou
couldpossiblyneedinour
CLAIMSMANAGERapp.
Time is money: We get this.. This is why we make it our top priority to
make sure we do our job when it matters the most - delivering on claims.
Our CLAIMS MANAGER app has been designed to give you full control
over the entire process: Access to all information we have on file,
QUICK DIAL to all the people you might need { advisors, assessment
staff, repair service staff, emergency assistance etc. } and tools to
manage your alerts so you can track any situation in real time.
Please select an item from the below list:
Welcome to the
CLAIMS MANAGER
HOME ASSISTANCE Quick Dial
EQUIPMENT
INVENTORY
STRUCTURE
INVENTORY
FOOD
INVENTORY
EMPLOYEE
DIRECTORY
PREVIOUS
CLAIMS
PENDING
CLAIMS
INVOICES &
RECEIPTS
OTHER
ASSETS
HOME
ASSISTANCE
REQUEST
A VISIT
CHAT TO AN
ADVISOR
MANAGE
ALERTS
The advantage of apps is that every button
the customer sees can be connected to a
different system. That means internal
systems and external ones with which we
might be sharing data, billing, reporting,
archiving and any other functionalities
needed for claims completion. For a direct
insurer, the issue becomes having the right
people using the right tools and information
to ensure expectations are met.
DOWNLOAD REPORT
Study on SME experiences in
the UK with claims,
THE NEWTON APP
GENERAL STRUCTURE AND DRAFT SKETCHES.

11. NEWTON application
Guidelines for Usability
When designing interfaces always remember the target
user is working on a small device; and think about how
the layout would change logically according to what
action they are performing at that moment. This is
where rapid prototyping comes in:
More important than a responsive resizing is a system
that is responsive in the logical sense. Every action leads
to another set of options of actions displayed clearly.
Use collapse and expand function intelligently and keep
the design focused on brand messaging and logical
information design. Be sure not to get carried away with
design styling and remember that many financial service
activities online involve providing information that would
normally be filled in on beautiful paper documents or
filled in by a representative whilst talking to you.
Also think about how a certain type of customer would
organize their thoughts and paperwork in real life and
what annoys them and what calms them down when
dealing with a financial service provider. This will become
clear through segmenting users, filling out the user
profiles and quick testing them
Use editorial design to give the customer a warm
personal touch and pay attention to little details.
The best brands and platforms always have a lot
of personality and sympathy behind them. On the
other hand, try not to overwhelm the customer with
patronizing and pushy ‘help tips’. Always give them the
option to switch this off and make sure you work with
the business line manager to identify the heavy duty
confusions customers have and the reasons behind this
and focus your helper layer on these.
DOWNLOAD
MEMBER NON-MEMBER
CALL CENTER
CALL CENTER
Not Interested. Does not Sign Up
Interested. Remind Me Later
Wants to Join Now
CUSTOMER DETAILS
Basic Profile. Insurance Needs
SIGN - UP COMPLETE
Wlecome Intro
Why Join
The Newton Network
ONLINE
ONLINE
Scroll through some simple
banners explaining the ad-
vantages of being a Newton
Network member.
Once the customer is signed up, SALES
and MARKETING should be notified in
order to begin detailing the customer’s
profile and figure out what
communications should be carried out to
build on their needs, preferences and
connections in social media and other
members of the NEWTON network.
Your last chat was with Leena on 17/05/2016.
SUBJECT: Coverage for business trip.
FOLLOW UP ON CALL GO TO CALL NOTES
Welcome back Bader.
You last login was on 16/05/2016 at 13:34
What would you like to do today ?
HELP CHATCLICK HERE TO REACH CALL CENTRE
NEWTON’s app should be designed to a allow users a
basic level of customization of the dashboard layout and
setting preferences in terms of what functions they would
like to have on logging in. For example a mother might
want to have an icon for every child under the policy
and the last paid 3 claims and health tips.
A business user might want a mix of actions related to their
activities - and so on. This in addition to journey mapping
designed by NEWTON with constant reviews and tweaking
to ensure a pleasant customer experience.
The best apps behave like your favorite personal advisor at a company
Teach your interface to be smart, personal, logical,
empatheric, calm and helpful wihtout being annoying!