This document discusses engagement marketing for insurance agent and distribution channels. It begins with key trends in insurance channels like customers wanting multiple convenient options. There are opportunities to better engage and empower channels through the lifecycle with tools, education, and marketing automation. Expected outcomes of engagement marketing include improved recruitment, a more digitally savvy channel, common customer insights, and increased onboarding, servicing and cross-selling through coordinated marketing across the channel.
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eDynamic, Friday, May 2, 2014
Yourcustomerswanttousechannels
Source: Bain Consumer Survey 2012
Customers want to
be able to use the
channel convenient
to the moment,
whether that’s a
website, call center
or a video chat with
a broker
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eDynamic, Friday, May 2, 2014
Insurancestakeholder requirements
Eachstakeholderintheinsurancecycleneedsaspecificmedium
Customer Agent/ Broker Bank
REQUIREMENTVALUEPROPS
Awareness
Enablement/
Empowerment
Assistance
Reviews
Education
Transaction/
eApplications
Enablement
Presentations
Enablement
Education/Training
Cross-Selling
Calculations
Reporting
o SEO
o Demand Generation
o Customer Portal
o Quote
o Bind
o Claims
o Social Strategy
o Responsive Design
Agent and Broker Portals
o Training/tools
o Product Quotes
o Sales and Marketing Tools
o Commissions
o Client information
o Online applications
o Mobile/ Tablet Responsive
o Customer on-boarding/servicing
Bank Portal
o Training/tools
o Online applications
o Sales and Marketing Tools
o Reporting
o Mobile applications
o Customer on-
boarding/servicing
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Reachingtheendcustomer:Channels
Thesalesanddistributionlandscapeininsuranceincludesinternalsalesteamsand
externalchannelsandeachofthesehasmultipleengagementtouchpoints
Telesales
Internal
Account
Executives
Email, phone
Email, mobile,
phone,
appointments
Email, mobile,
phone,
appointments
Field
Sales/Sales
Agents
Agents/Advis
ors
External
Banks
Web, mobile,
social, Email,
phone,
appointments
Web, mobile,
social, Email,
phone,
appointments
Web, mobile,
social, Email,
phone,
appointments
Brokers
Marketing, Sales and Distribution (B2C and B2B)
End customer (B2C and B2B)
Search Attract Acquire Service Retain
Up/cross
sell
Loyalty/
Referral
Marketing
Search,
email, events,
webinars,
ATL/BTL