On the 16th of July I visited Portugal and presented at two insurance companies. This presentation is about creating an All Channel Experience in the insurance industry based on the building blocks for a digital organization of Capgemini Consulting in cooperation with MIT. The presentation focusses on one of the pillars of the digital model: customer experience. The presentation contains also slides about relevant trends: quantified self, sharing economy, big data, cross channel marketing, mobile, et cetera. Are you interested in the voice over of the presentation or do you want to invite me for presenting this presentation at your organization? Don't hesitate to contact me: pascal.spelier(at)capgemini(dot)com,

1. Pascal Spelier, July 16th 2014
Customers want an All Channel Experience

2. 2

3. 3
Three drivers for change
Changing
customer
behaviour
New
technology
Changing
regulations &
legislation

4. 4
The customer wants change
Lack of trust has changed the relationship between
Insurers, banks and customer
The credit crisis changed the purchase drivers
Traditional insurance customer is shifting to
A new generation insurance customer
Customers demand transparency and simplicity
Customers become more and more self-‐directed
Social medial create a fundamental shift in the way
we communicate

5. 5
Technology creates new opportunities
25 years ago, introduction of internet
10 years ago, introduction of social media
5 years ago, introduction of smartphones
Big data
Quantified self
Internet of things

6. 6
Regulations limit opportunities
Basel III
Solvency II
Local regulations & legislation

7. 7
It is not the strongest of the
species that survives,
nor the most intelligent
that survives.
It is the one that is the
most adaptable to
change.
- Darwin -

8. 8
Inside Out → Paradigma Shift → Outside In
Single Channel
Customers experience single
touch point.
Insurers have a single type of
touch point.
Multi Channel
Customer sees multiple touch
points independently
Channels are functional &
technical silos).
Cross Channel
Customer sees multiple touch
points as part of the same
brand.
Single view but insurers
operate in functional silo’s.
All Channel experience
Customers experience a
brand, not a channel within
a brand.
ACE is about engaging with customers at
every stage of the journey in all their channels

9. 9
Do you have the right cards
for an All Channel Experience (ACE)?

10. 10
Is the insurance industry ready for
a digital transformation?

11. 11
Digirati: 9% more turnover,
26% more profit

12. 12
Customer understanding
Customer touch points
Top line growth
Worker enablement
Performance management
Process digitization
Digital globalization
New digital businesses
Digitally-‐modified businesses
Digital Capabilities
All Channel
Experience
Customer Experience
Operational
Process
Customer Experience
Business Model
Your building blocks to a digital
organization

13. 13
Customer understanding
Customer touch points
Top line growth
Worker enablement
Performance management
Process digitization
Digital globalization
New digital businesses
Digitally-‐modified businesses
Digital Capabilities
All Channel
Experience
Customer Experience
Operational
Process
Customer Experience
Business Model
Your building blocks to a digital
organization

14. 14
Customer understanding
Customer touch points
Top line growth
All Channel
Experience
Customer Experience
Your building blocks to a digital
organization
Customer Insights & Customer Journey
(Digital) Marketing & Sales
(Digital) Channel Strategy

15. 15
Customer understanding
Customer touch points
Top line growth
All Channel
Experience
Customer Experience
Your building blocks to a digital
organization
Customer Insights & Customer Journey
(Digital) Marketing & Sales
(Digital) Channel Strategy

16. 16
Product/service
differentiation
Employee
satisfaction
Process efficiency
Process effectiveness
-‐ Customer
satisfaction
-‐ NPS
-‐ Sales
-‐ Share of wallet
-‐ Retention
-‐ Referral
-‐ NPS
-‐ Growth revenue
-‐ Market share
-‐ Profitability
-‐ Share holder value
People
Product/service offering
Process
Customer Experience
Customer Behaviour
High level company KPI’s
Leading indicators
Lagging indicators
Changesinregulationsandtechnology
developments
Context
Source: based on Schmitt – Managing the Customer Experience
Determine your motivation for
improving customer experience

17. 17
Price
Product
Service
(Digital)
Customer
Experience
The road to loyal
customers
‘Commodity’
Distinctive by ‘value added services’

18. 18
Customer
Life Cycle
Awareness
Orientate
Purchase
Receive
Use
Service
Advise
Creating a seamless
(Digital) Customer Experience
by (re)designing the Customer Journey

19. 19
Customer
Life Cycle
Awareness
Orientate
Purchase
Receive
Use
Service
Each Customer Journey has a
Customer- & organization side
Processes
Midoffice
Customer
Relationship
Management
Customer
Financial
Management
Document
Management
Communication
Management
Business Process
Management
Security
Advise

20. 20
‘Beware of putting
lipstick on a
pig‘‘

21. 21
How to become
really digital?
FRONTEND
hello customer
ISN’T THIS
ENOUGH?
self
directed
CAN I INSURE
MYSELF?
the customer is
becoming part of
the processes!
only decoration?

22. 22
Customer
Journey
Awareness
Oriëntation
& comparing
Advice
Insure
Advice
prevention
Damage
& claiming
Technology
Life events /
Products /
Services
Voice of the customer:
I want..., I need...
Voice of the employee:
I want..., I need...
Service
Renew
insurance
Car Insurance

23. 23
Credits:
Yvonne
Kroese
To Measure is to know
Quantified Self

24. 24

25. 25

26. 26
Pay As You Drive
Insurance
per mile

27. 27
Pay How
You Drive Insurance

28. 28

29. 29

30. 30

31. 31
Warning
Smoke or CO2 detection

32. 32
The Sharing Economy:
sharing is the new buying

33. 33

34. 34

35. 35
What if cars don’t
clash anymore?

36. 36
This Mercedes S-‐klasse
can drive by itself,
well… almost

37. 37
For $ 10.000,- every car can drive
by itself

38. 38

39. 39
Customer understanding
Customer touch points
Top line growth
All Channel
Experience
Customer Experience
Your building blocks to a digital
organization
Customer Insights & Customer Journey
(Digital) Marketing & Sales
(Digital) Channel Strategy

40. 40
Integrating and
optimizing the
commercial-‐
and service
activities in
channels

41. 41
Customer Experience
(Social) Behavior
(Big) Data
Intelligence
What Makes Homer Click?
Observations

42. 42
Cross-channel ‘Marketing’
Engine Observation
(data &
information)
Trigger
(right message,
right channel)
Interpretation
(intelligence)
Reaction
(call to action)

43. 43
Cross-channel ‘Marketing’
Engine Observation
(data &
information)
Trigger
(right message,
right channel)
Interpretation
(intelligence)
Reaction
(call to action)

44. 44
Our view of the customer should
be a collection of observations

45. 45
Observations…
… in the de customer journey
(also outside the borders of the organization!)
… in processes
… in transactions
… in the context

46. 46
The gap of untapped Big Data
23%
Usefulif
Tagged
and
Analyzed
3%
Tagged
0,5%
Analyzed
Source: IDC’s Digital Universe, sponsored by EMC, December 2012

47. 47
“Big data management is not viewed strategically at senior levels of the
organization.”
56%
“The issue for us is now not the growing volumes of data, but rather
being able to analyze and act on data in real-‐time.”
84%
Source: Report ‘The Deciding Factor:Big Data & Decision Making’, Capgemini en Economist Intelligence Unit, June 2012
Three biggest
impediments:
1) Too many silo’s, data is not pooled
2) Lack of skilled people to analyze the data
3) Time taken to analyze large data sets

48. 48
Cross-channel ‘Marketing’
Engine Observation
(data &
information)
Trigger
(right message,
right channel)
Interpretation
(intelligence)
Reaction
(call to action)

49. 49
Age, income,
location
Transactions
Products/
services
bought
Property,
unemployment
Preferences
regarding
products/services
Preferred
channels
Sustainable
customer
relation
Last product
bought and
value
Engagement
with different
media
‘Depth’ of
product
categories
Behaviour
regarding
recurring sales
or switch
Use of services
Taking part in
loyalty
program
Customer DNA Traditionally
Use devices

50. 50
The future marketeer is
a nerd with empathy
Privacy as a
currency

51. 51
‘Feature’ Vector Customer X: (A,B,C,D,E,....K)
Share of wallet
Preferred
channels
Churn
Life events
Next best sell
Et cetera
Customer DNA
Derived from data
Bron: IBM

52. 52
More rocket science:
clustering
Bron: IBM

53. 53
Data-driven
persona’s
Rank
Action Cluster
% of
Customers
% of Spend
1
Brand lovers
7%
35%
2
Regular customers
12%
15%
3
Online ‘socialites’
8%
14%
4
‘Poor’ customer
7%
6%
5
Promising customers
2%
7%
6
Make me an offer
11%
5%
7
Negotiators
2%
4%
8
Try and find me
5%
2%
9
Non loyalists
36%
8%
10
Spoiled customers
1%
2%
11
I’ll be back, maybe
3%
1%
12
Just looking, not buying
6%
1%

54. 54
Cross-channel ‘Marketing’
Engine Observation
(data &
information)
Trigger
(right message,
right channel)
Interpretation
(intelligence)
Reaction
(call to action)

55. 55
richness
-‐
+
confidential
-‐
+
urgent
later
now
relevant
1-‐n
1-‐1
intrusive
-‐
+
archive
-‐
+
richness
-‐
+
confidential
-‐
+
urgent
later
now
relevant
1-‐n
1-‐1
intrusive
-‐
+
archive
-‐
+
Message
Channel
Match
Find the ideal match between
message and channel

56. 56
Cross-channel ‘Marketing’
Engine Observation
(data &
information)
Trigger
(right message,
right channel)
Interpretation
(intelligence)
Reaction
(call to action)

57. 57
The future marketeer is
a nerd with empathy

58. 58
Customer understanding
Customer touch points
Top line growth
All Channel
Experience
Customer Experience
Your building blocks to a digital
organization
Customer Insights & Customer Journey
(Digital) Marketing & Sales
(Digital) Channel Strategy

59. 59
Channel Introduction
Channel Optimization
Channel Migration
Channel Rationalization
Channel Integration
Focus on the right (digital) channel
strategies

60. 60
Channel Introduction
Channel Optimization
Channel Migration
Channel Rationalization
Channel Integration
Focus on the right (digital) channel
strategies

61. 61
Leveraging mobile’

62. 62
We Never
Looked up

63. 63
“Yes, they’ve got WiFi here”

64. 64
Isn’t it time for a
mobile strategy?
Plateau
→
Time
→
“I
want
an
app
too”
Mobile
1.0
‘quick
&
dirty’
Mobile
2.0
‘neatly
integrated’
Mobile,
leveraging
touch
points
1
2
3
4

65. 65
Isn’t it time for a
mobile strategy?
Plateau
→
Time
→
“I
want
an
app
too”
Mobile
1.0
‘quick
&
dirty’
Mobile
2.0
‘neatly
integrated’
Mobile,
leveraging
touch
points
1
2
3
4
Online
________

66. 66
Report car damage
by using mobile

67. 67
‘Mobile first’ insurer

68. 68
Digital
scanning of
healthcare bills

69. 69
Your website
Anytime, Everywhere?

70. 70
Customer understanding
Customer touch points
Top line growth
Worker enablement
Performance management
Process digitization
Digital globalization
New digital businesses
Digitally-‐modified businesses
Digital Capabilities
All Channel
Experience
Customer Experience
Operational
Process
Customer Experience
Business Model
Your building blocks to a digital
organization

71. 71
Customer understanding
Customer touch points
Top line growth
Worker enablement
Performance management
Process digitization
Digital globalization
New digital businesses
Digitally-‐modified businesses
Digital Capabilities
All Channel
Experience
Customer Experience
Operational
Process
Customer Experience
Business Model
Your building blocks to a digital
organization

72. 72
Customer understanding
Customer touch points
Top line growth
Worker enablement
Performance management
Process digitization
Digital globalization
New digital businesses
Digitally-‐modified businesses
Digital Capabilities
All Channel
Experience
Customer Experience
Operational
Process
Customer Experience
Business Model
Your building blocks to a digital
organization

73. 73
Customer understanding
Customer touch points
Top line growth
Worker enablement
Performance management
Process digitization
Digital globalization
New digital businesses
Digitally-‐modified businesses
Digital Capabilities
All Channel
Experience
Customer Experience
Operational
Process
Customer Experience
Business Model
Your building blocks to a digital
organization

74. 74
We can help insurers to
become a Digirati

75. 75

76. 76
What is your most important…

77. 77
Pascal
Spelier
Managing
Consultant
All
Channel
Experience
Banking
&
Insurance
Reykjavikplein
1,
Utrecht,
The
Netherlands
Mobile:+31
(0)
6
53
29
90
17
pascal.spelier@capgemini.com
Thank you!
@spelier