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Developing and Sustaining 
an Effective Mobile Strategy 
Business Development Institute 
October, 2014 
Copyright © 2014 b...
Background 
Bankers Life 
• In business since 1879 
• Over 300 locations 
• 5,200 career Agents 
• Sell “at the kitchen ta...
Why Mobile? 
High Use of Mobile Technology in the Field… and Growing. 
88% 
53% 
93% 
71% 
9% 
20% 
1% 
1% 
Mobile apps ov...
Steps to Success 
1 
Identify 
2 
Prioritize 
3 
Plan 
4 
Align 
5 
Develop 
6 
Deploy 
7 
Evolve 
8 
Integrate 
9 
Measur...
1. Identify 
Sales & Productivity 
Cost 
© 2014 Bankers Life 5
2. Prioritize 
COMPLEXITY 
Higher Lower 
Prior to Sales Call In Front Of (Potential) Customer After the Sales Call Sales M...
3. Plan 
2011 
Assessment 
Strategy 
CBA 
Technology 
Partner Evaluation 
PoC 
T65 GPS 
2012 
UL 
BSPN Mobile Web 
BSPN (i...
4. Align 
Phone 
• Prior to Sales Call 
- Prospecting 
- Activity Management 
- Training 
• After the Sales Call 
- Custom...
5. Develop 
Build vs Buy 
MEAP vs Native 
Web vs App 
Online vs Offline 
© 2014 Bankers Life 9
6. Deploy 
Support 
… education, services, and communication 
will increase in importance for all 
stakeholders as mobile ...
7. Evolve 
© 2014 Bankers Life 11
8. Integrate 
Deploy Enhance Integrate 
Alternative 
Prospecting 
Fact 
Finding 
Sales 
Presentation 
Quotes & 
Illustrati...
9. Measure 
© 2014 Bankers Life 13
10. Adapt and Repeat 
1 
Identify 
2 
Prioritize 
3 
Plan 
4 
Align 
5 
Develop 
6 
Deploy 
7 
Evolve 
8 
Integrate 
9 
Me...
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Developing and Sustaining an Effective Mobile Strategy - BDI 10/16 Financial Services Social Business Leadership Forum

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Presentation: Developing and Sustaining an Effective Mobile Strategy
Presented by: Varun Parekh, Director, Sales Technology & Operations, Bankers Life and Casualty
A look into how Bankers Life has invested in an integrated and long term mobile strategy to grow business and reduce expense.

Published in: Business
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Developing and Sustaining an Effective Mobile Strategy - BDI 10/16 Financial Services Social Business Leadership Forum

  1. 1. Developing and Sustaining an Effective Mobile Strategy Business Development Institute October, 2014 Copyright © 2014 by Bankers Life and Casualty Company. All rights reserved. No part of this document may be reproduced, published, or posted without the permission of Bankers Life and Casualty Company. For internal distribution only. © 2014 Bankers Life 1
  2. 2. Background Bankers Life • In business since 1879 • Over 300 locations • 5,200 career Agents • Sell “at the kitchen table” • Products: – Life – Health – Annuities Varun Parekh Mobile • 11 Years w/ Bankers Life • Director, Sales Technology • Defined the Mobile Strategy • Oversee: – Web / Portal Technology – SaaS Implementations – Mobile Technology – Level 2 Tech. Support • Kicked off in 2011 • 5 mobile apps implemented • 2 mobile SaaS platforms • 2 industry awards won • Leveraged: – Partners – MEAP – Native – Offline © 2014 Bankers Life 2
  3. 3. Why Mobile? High Use of Mobile Technology in the Field… and Growing. 88% 53% 93% 71% 9% 20% 1% 1% Mobile apps overtake PC Internet usage in U.S. in 2014 Mobile devices accounted for 55% of Internet usage in the United States, while PCs clocked in at only 45%. • 47% from Apps • 8% from mobile browsers (Enders Analysis, 2014). © 2014 Bankers Life 3
  4. 4. Steps to Success 1 Identify 2 Prioritize 3 Plan 4 Align 5 Develop 6 Deploy 7 Evolve 8 Integrate 9 Measure 10 Repeat © 2014 Bankers Life 4
  5. 5. 1. Identify Sales & Productivity Cost © 2014 Bankers Life 5
  6. 6. 2. Prioritize COMPLEXITY Higher Lower Prior to Sales Call In Front Of (Potential) Customer After the Sales Call Sales Management Lower EFFECTIVENESS / VALUE Higher © 2014 Bankers Life 6
  7. 7. 3. Plan 2011 Assessment Strategy CBA Technology Partner Evaluation PoC T65 GPS 2012 UL BSPN Mobile Web BSPN (iOS) BSPN (Android) ePresenter Field Mobile Technology Survey 2013 Fact Finder BSPN Enhancements ePresenter Enhancements eApp Enhancements BSPN Native Field Mobile Technology Survey 2014 eLearner Responsive Web Design BSPN Native eP eP Native Illustration Field Mobile Technology Survey © 2014 Bankers Life 7
  8. 8. 4. Align Phone • Prior to Sales Call - Prospecting - Activity Management - Training • After the Sales Call - Customer Alerts - Sales Tracking - Policy Delivery • In-Field Support - Book of Business - Compensation - News Tablet • During Sales Call - Sales/Mktg Presentation - Fact Finder - Product Builder - Illustration - Application Capture - Payment Capture • Sales Management - Sales Tracking & Management - People Management © 2014 Bankers Life 8
  9. 9. 5. Develop Build vs Buy MEAP vs Native Web vs App Online vs Offline © 2014 Bankers Life 9
  10. 10. 6. Deploy Support … education, services, and communication will increase in importance for all stakeholders as mobile device adoption increases. (LIMRA, 2013) Communicate Train Training financial professionals can be especially helpful to encourage the less tech-savvy to use mobile tools. (LIMRA, 2014) © 2014 Bankers Life 10
  11. 11. 7. Evolve © 2014 Bankers Life 11
  12. 12. 8. Integrate Deploy Enhance Integrate Alternative Prospecting Fact Finding Sales Presentation Quotes & Illustrations Electronic Application Customer Service © 2014 Bankers Life 12
  13. 13. 9. Measure © 2014 Bankers Life 13
  14. 14. 10. Adapt and Repeat 1 Identify 2 Prioritize 3 Plan 4 Align 5 Develop 6 Deploy 7 Evolve 8 Integrate 9 Measure 10 Repeat © 2014 Bankers Life 14

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