CRMWaypoint implements Salesforce Service Cloud solution at Aegon Netherlands and helps improve Aegon customer service

1. crmwaypoint implements its Cloud crm Solution
with Aegon to improve service to its customers
Aegon feels responsible for people’s financial
awareness.That is why the organisation
helps some forty million customers world-
wide with solutions in the field of pensions,
insurances and financial management.Aegon
develops products that make customers
financially confident and independent, while
focusing on understandable solutions and an
honest dialogue.
Aegon has the ambition to become the most
recommended insurance company, offering opti-
mum service to its customers.The system land-
scape within the organisation was too complex
and created bottlenecks with servicing customers.
In 2012, an extensive pre-analysis was performed
in order to map any possible solutions, on the
basis of which Aegon appointed crmwaypoint
as its implementation partner for the layout of
the Salesforce Cloud crm System. In two to three
years this so-called Douma program will make
a lot of things change within Aegon, with the
aim of achieving a customer-oriented company
by 2015.The program aims to create a strategic
change focusing on the customer and customer
contact.The Douma program is sub-divided into
various services, the first of it being the Finan-
cial Check.This service was given priority, as the
Netherlands Authority for the Financial Markets
checks with financial service providers how cus-
tomers who ever bought a complex product are
given aftercare.
Implementation
“Financial service providers, and insurance com-
panies in particular, always used to be organised
as a policy administration firm”, says Robin van
den Burg, Managing Director with Aegon Bemid-
deling b.v. “Most of the customer contact went
through intermediaries. In this Internet era, our
customers expect a lot more from the insurance
company itself.That is why we are transforming
ourselves to a real ‘customer company’, while we
work with systems and people who originally had
another job.We chose Salesforce as a relation
management system with the objective of crea-
ting the ideal customer servicing. crmwaypoint
helps translate the Aegon environment to a model
which is customer-oriented.The consumer now
gets a completely different experience with Ae-
gon, as all contact moments and data are recor-
ded in the Salesforce system.”
Financial Check
In order to allow customers to make their own,
informed choice for their future, the Aegon Medi-
ation Division is now using an online self assess-
ment tool giving more than 350,000 customers
with investment insurance personalised insight
and providing them with an overview.To be able
to service this large group of customers within
a couple of months, a personal online Financial
Check has been developed in which customers
can check whether their product still fits in with
their financial objectives.Salesforce is used here
to invite customers to do the check, to provide
insight in all process steps, record the result and
then report on it. In addition, any follow-up is
also initiated from the Salesforce system.
Salesforce implementation
makes that customers are
able to understand their
financial situation and
legal obligations are being
complied with
“If we had not had this solution to help 350,000
customers, we might have needed hundreds of
employees to go and see customers and gather
and process this information”, Mr Van den Burg
continues.“The challenge was to reach all these
customers and record their choices.The Salesforce
solution and crmwaypoint made this possible.
And crmwaypoint also allowed for a customised
Financial Check that enables us to get closer to
the customer – which they appreciate.”
“Customers must be given the opportunity to
make their own choices with regard to their
financial future”, Mr Van den Burg says.“Many
customers started with an investment insurance
10 to 25 years ago.The Financial Check provides
these customers insight in the product they bou-
ght, enabling them to get a picture of their own
situation. By insight and overview, customers
can decide whether the product still meets their
needs or should be adapted.”
“All steps that are made in the Financial Check
are automatically visualised in the Salesforce crm
system. crmwaypoint set up the entire configu-
ration within the system together with Aegon’s
employees.They also implemented the processing
within Salesforce”, says Ilse Vermeulen, Process
Coordinator Customer Service Financial Advice
with Aegon.
Solution
“The cooperation with crmwaypoint went very
well”, Ms Vermeulen says.“The consultants of
wayp intcrm
successstory

2. crmwaypoint joined the Aegon project team
in our internal project centre to promote the
cooperation. crmwaypoint’s consultants are very
professional, have in-depth knowledge of how
Salesforce works and what the solution can do.
Moreover, they listened very well to our wishes
and translated these to concrete solutions.What
was very important and helpful, especially in the
beginning, was that crmwaypoint quickly knew
how to translate a number of wishes to demos.
This allowed the project team to get a clear (vi-
sual) picture of Salesforce, which in particular
helped us in the further thought process.”
“I really liked the fact that one was working on a
basis of customer relevance and the ‘user story’.
From a customer’s and user’s perspective, it was
described what the functionalities of Salesforce
are, so that we had an understanding of what
impact the implementation was going to have on
customers and employees.We looked at what the
benefits of the system would be for us, and crm-
waypoint then mapped how we could achieve it”,
Mr Van den Burg says.
“The difference between the user story and a
requirement is that a direct result is described.
This also makes that the person who provides a
user story is forced to be very concrete and see
what is going to work for the organisation. In
that way, one only implements what is needed.
crmwaypoint also played a key role in training
employees for the Financial Check.They thought
along about the way in which we wanted to pre-
sent it, to make employees really want to use it.
For example, the consultants named the advanta-
ges of Salesforce and how the set-up went – this
helped us a lot”, Ms Vermeulen adds.
Hesdy Hoekstra, Senior Solution Consultant with
crmwaypoint, was closely involved with the
implementation path:“What I have experienced
as very positive, was the effective way we col-
laborated.Together with Aegon we created a
solution that meets both the customer’s and the
advisers’needs, however, without losing sight of
the business goal.”
Conclusion
In a short period, Aegon managed to create re-
levance for a large group of customers and help
them. Eventually, all customers must be visualised
using the Salesforce crm system, and everyone
having customer contact is going to work with
the solution.Additionally, the Douma program
will continue to make sure Salesforce is also going
to be deployed for other processes and divisions
within Aegon. In this, crmwaypoint will provide
the set-up of the system and coach Aegon em-
ployees to work with it.
Contact:
Media Park, Mediacentrum
Sumatralaan 45
1217 GP Hilversum
The Netherlands
Phone: (+31) 35 538 50 70
info@crmwaypoint.com
successstory
Robin van den Burg, Managing Director Aegon Bemiddeling b.v.