inQuba Executive Webinar Series: Sanlam Corporate 31st Aug 2023

1. PRESENTS
Sanlam: Hyper-
Personalization with
WhatsApp and AI
LIVE EXECUTIVE WEBINAR SERIES
August - October 2023
The Sanlam Corporate
Success Story
PART1
31 AUGUST 2023
SANLAM
Wouter Dercksen
Managing Executive:
Corporate Solutions
INQUBA
Michael Renzon
CEO & Co-Founder

2. Sanlam Corporate:
Strategic Objectives
Deliver a consolidated
Digital Experience for
Members & Brokers
1. Digitize
Deliver the Sanlam Brand
Experience through the
Journey
2. Retain
Grow through Empathy:
Understand the Member &
Broker context and
deliver to it
3. Grow

3. Sanlam: Brand-infused Journey
“Your brand promise is empty unless brand-infused
customer journeys make it a reality”.
Forrester: Bring Brand to Life With Customer Journeys
Six essentials identified:
Journey design must
create the perfect
emotional arc & evoke
target emotions
2. Emotion
The journey must live up
to the central brand
narrative
1. Story
Journey should balance all
types of moments to
create positive memories
4. Memory
Brand personality must be
infused into the language
3. Tone
The journey should connect
the dots and evolve with
customers to build long-term
relationships
6. Fluidity
The journey must weave
in new channels to adapt
to changing expectations
5. Technology

4. Saving
Sprint 2: months 2-12
Equip beyond
Sprint 3: yrs 2+
Relationship
Sprint 4: yrs 4+
Onboarding
Sprint 1: weeks 1-6
Key engagements:
Designed based upon insights from
previous sprint
Key engagements:
Designed based upon insights from
previous sprint/s
Key engagements:
Designed based upon insights from
previous sprint/s
Key engagements:
• Onboarding engagement
• Welcome newsletter
• Retirement education
• Pre-deduction education
• Onboarding feedback
• Product education
Member journey
engagement toolbox
• Assured
• Acknowledged
• Equipped beyond product
• Acknowledged
• We’ve built a lasting relationship
• Acknowledged
• Knowledgeable
• Understand their product
• Acknowledged
How do we want
members to feel?
Journey design
Who’s lapsing? Which segments?
Feedback? Behaviour? Economic loss?
Journey design
When lapsing? Previous data? New data
to collect? Why lapsing? Emotional?
Journey design
Who will lapse? How do we solve it?
Intervention ROI? Further optimise?
Journey design
Definitions of lapses and improvements
Member
journey design
Understand products, understand
importance of savings, read welcome
letter, understand statement, understand
product, access portal
What do we
want members
to do?
• Encouraging regular portal access
• Maintaining knowledge and understanding
• Showing increased acknowledgement (through
personalisation)
• Equipping members to grow their retirement through additional
products
• Assist members in overcoming obstacles
• Grow and maintain and ongoing relationship
Sanlam: Brand-infused Journey

5. SANLAM JOURNEY
PHASE 1

6. Sanlam Journey: Phase 1
Member Journey Objectives:
Customer
experience
Customer insight
Services & channel
adoption

7. Welcome
Message (Idle)
Retirement
Goals
Portal
Registration
Portal
Login
Journey insight shows the large majority of members were stalling after
having received the Welcome Message. This idle state was noted as the
dominant progress blocker.
Sanlam Journey Overview Customer Progress Blockers
Welcome
message (idle)
!
!
Welcome
Message

8. Feedback collection
Welcome
Message (Idle)
Portal
Registration
Portal
Login
Retirement
Goals
Economic
Brand
“I didn’t know my RA is
with Sanlam…”
Experience
“I get stuck at Portal
Registration…”
Functional
“I didn’t know there is
a portal…”

9. Welcome
Message (Idle)
Insights collected
Portal
Registration
Portal
Login
Retirement
Goals
33
%
39
%
33% of customers hadn’t
considered their retirement
goals.
39% of customers weren’t aware
of the portal.
Welcome
Message

10. Welcome
Message (Idle)
Portal
Registration
Portal
Login
Retirement
Goals
46% of members who
responded to a nudge
went on to register
A 31% improvement in
portal registration
compared to the control
group
10,44
9
Total volume
customers
tracked
Introduction of WhatsApp
Welcome
Message
Retirement Goal 1
Retiremennt Goal 2
Retirement Goal 3
Sept ‘21 to Sept ‘22

11. Phase 1 Learnings:
Journey discovery
Identified the actual customer
journey and the main points
where customers were going
idle after receiving the welcome
message
Goal achievement
We saw a 31% improvement in
portal registration as a result of
the contextual interventions
Customer engagement
Enhancements made to
communications resulted in
engagement improving from 6%
to 18%
Stubborn drop-off at initial SMS
Nudge effectiveness
Showed nudges to be effective
in changing behaviour, as 46%
of customers who received and
responded went on to register

12. SANLAM JOURNEY
PHASE 2

13. Sanlam Journey: Phase 2
Customer
experience
Customer insight
Services & channel
adoption
Customer journey
optimisation
Member Journey Objectives:

14. Refined Journey Engagement Waterfall:

15. New WhatsApp Template Messaging
Latest Technology,
engaging with members
directly via WhatsApp
Portal Registration, call
to action button to
prompt member
Registration
Member Education,
relevant content shared
with members based on
Member Response

16. Nudges
Onboarding Nudge
A nudge is sent to
members who have
not responded to the
initial message or
have left the
engagement mid
way
Registration Nudge
A nudge is sent to
members who have
completed the
engagement but who
have not yet
Registered on the
portal

17. Engagement Results
• Driving Journeys with WhatsApp Templates:
– Introduction of WhatsApp templates and removing the
initial SMS
– More compelling and relevant wording on Engagements
– Including Quick replies and Calls to Action in the
Engagements
– Including Nudges to members
Before After
18% (6%) 42%
Engagement Rate has improved from 18% (Phase 0:
6%) to 42%* following the recent changes to
engagements
Engagement rate before and after implementing WhatsApp Templates
SMS to WhatsApp WhatsApp Templates

18. Portal Registration Results:
• Portal Registration Results:
– A total of 873 Members register on the
Member portal since the new phase of
the Journey was launched
– 154 Members were Pre-registered
without necessarily completing the
engagement
– 719 Members registered on the
Member Portal by completing the
various Engagements and Nudges sent
to them

19. Onboarding Satisfaction Results:
0
10
20
30
40
50
60
70
80
90
100
Onboarding Satisfaction
Onboarding Satisfaction
Onboarding Satisfaction surveys
• 87 % Satisfaction Score
• 101 responses received to
date
“It was so easy to
register and this
whatsapp channel
is so useful”
“If was easy to navigate
through the site without
confusion And
information was clear
and pleasant”
“Very fast and efficient
service and easy to
understand”
“Because everything is clear to
me, am happy with the interest
benefits I get and retire with
confidence knowing that my
money is safe under a Sanlam
umbrella”
“Very easy to use
process that could be
done without taking
away time from work”

20. SANLAM JOURNEY
PHASE 3

21. Sanlam Journey: Phase 3
Generative AI
Content & Context
Management
Hyper-
Personalization
Lifecycle Journey
Management
Journey Objectives:

22. Member Lifecycle Journey Management
Goals:
• Engage with members throughout their
lifecycle, from first employment to retirement
• Increase contributions to maximise investment
• Increase preservation at each key moment in
the customer’s lifecycle
• Manage the two-pot journey
Tools and Engagements:
• Education on NRR and retirement pay-outs
• Education on investment
• Tax season
• Regulatory and economic conditions
• Monitoring tools
• Calculations and forward planning
• Encouragement to increase contributions
• Encouragement to invest additional funds
• Encouragement for final investment closer to retirement
age
• Education on retirement processes

23. THE ENGAGEMENT FABRIC WHITE PAPER
The Encounter Anatomy
• Who: Attributes that help identify the human who's
part of the encounter
• When: Attributes define when the encounter occurs
• Where: Attributes that describe the space where the
encounter takes place
• Why: Attributes that define the intent of the
encounter
• What: Attributes that describe what the brand offers
throughout the encounter
• How: Attributes that define how the brand reacts to
the encounter
• I need my card delivered
• Who: It’s Michael Renzon here, I need my card
delivered
• When: It’s Michael Renzon here, I need my card
delivered this Friday
• Where: It’s Michael Renzon here, I need my card
delivered this Friday to my office address
• Why: It’s Michael Renzon here, I need my new
credit card ending in …90 delivered this Friday to my
office address. I’ve lost my card and urgently need a
replacement card before the weekend
• What: …our personal courier service delivers
replacement cards Monday through Friday, between
09:00-16:00 on 24 hour notice to your branch, home,
or office
• How: …please have your ID ready. Your delivery is
confirmed for this Friday. We will call you on your
mobile ending …9538 1 hour before delivery to your
office address inQuba, Fountain Grove Office Park
The Engagement Fabric White Paper - Henry Hernandez-Reveron - Enterprise MarTech 2023

24. THE ENGAGEMENT FABRIC WHITE PAPER
The Hypergraph
1. The information fabric of customer
engagement is a hyperconnected graph
2. It allows us to scale "seamlessly" by
adding more nodes to the graph
3. It allows to model any level of fidelity in
the fabric by grouping or adding more
attributes to the nodes and letting the
relationships reveal the required
insights
The Engagement Fabric White Paper - Henry Hernandez-Reveron - Enterprise MarTech 2023

26. Example member:
First 5 years
Has not increased contribution
Has accessed portal
Has read engagements
Context specific
engagements
Using member journeys to build
context on engagements:
• Portal access (frequency ; last access)
• Engagement level
• Education level (based on interacting with engagements)
• Use of calculators
• Member’s NRR
• Member’s contributions (as % of income)
• Last increase / decrease in contribution
• Resignations
• Preservations
• Member journeys will be used to determine the appropriate
engagement to send to the member at each step in their lifecycle
Lifecycle stage NRR
Member
journeys

27. Engagement Example
Example member:
First 5 years
Has not increased contribution
Has accessed portal
Has read engagements
Remind me of the last conversation
Tell me more
Take me to my portal
Tell me more
Please call me
Right now
This afternoon
I’d like to select a time

28. Q&A

29. PRESENTS
Sanlam: Hyper-
Personalization with
WhatsApp and AI
LIVE EXECUTIVE WEBINAR SERIES
August - October 2023
THANK YOU!