Discover How Sanlam Improved Customer Loyalty & Portal Registration In this 2nd part of the series, called 'Building Customer Loyalty Through Brand-Infused Journeys (Sanlam)', discover how Sanlam achieved the following: - A 200% increase in customer engagement - A 31% boost in portal registration - 46% registration following specific nudges - Improvements in overall customer satisfaction This webinar series examines how digital executives are driving hard revenue metrics and great experiences at every step of the customer journey. Executive panelists: Tebogo Legodi (Sanlam Corporate: Digital Lead) Michael Renzon (inQuba CEO & Co-founder) All content here: https://www.inquba.com/digital-journey-roi-now-webinar-series/

1. DIGITALJOURNEY
ROI NOW
PRESENTS
LIVEEXECUTIVEWEBINAR SERIES
August- October2022
BuildingCustomer Loyalty Through Brand-Infused
Journeys
PART2
28SEPTEMBER2022

2. Welcome to our webinar!
TEBOGO LEGODI
Sanlam Corporate:
Digital Lead
MICHAEL RENZON
Co-Founder & CEO,
inQuba

3. Sanlam: an introduction

4. inQuba: an introduction
inQuba Customer Journey Management
Customer
acquisition
Customer
conversion
Customer
experience
Customer retention
Cross/up sell
Customer insight
Services & channel
adoption
Customer journey
optimisation

5. !
!
Sanlam
portal
registration
Welcome message
Idle (A)
PORTAL
REGISTRATION
Idle (B)
Idle (C)
!
Discover real journeys
Existing data from multiple sources (customer and transactional data)
is synthesised to discover the actual customer journeys, drop-offs and
goals.
A single view of every customer is also established.
1

6. Sanlam
portal
registration
!
!
!
Measure value delivery
Customers’ feedback is gathered at each step of their
journey in order to understand their emotional context and
the obstacles they are facing.
2
Welcome message
Idle (A)
PORTAL
REGISTRATION
Idle (B)
Idle (C)

7. Welcome message
Idle (A)
PORTAL
REGISTRATION
Idle (B)
Sanlam
portal
registration
!
!
Idle (C)
!
Measure value delivery
Customers’ feedback is gathered at each step of their journey
in order to understand their emotional context and the
obstacles they are facing.
Customerfeedback
Registration and log in
Functional Economic
Experience
Symbolic
“Theprocessisconfusing.”
This week
“I’mstrugglingwith theappandneedhelp.”
“Greatportal,greatbrand!Submissionsnoteasythough.”
“Notsurehowto useit –needsomehelp”
Portal registration
Functional
Functional
Functional
Functional
Symbolic
Last30days
2

8. Welcome message
Idle (A)
PORTAL
REGISTRATION
Idle (B)
Idle (C)
Sanlam
portal
registration
!
!
!
Goal & drop-off analysis
The why behind the customer behaviour is uncovered by
analysing goal achievement across optimal and sub-optimal
journey paths.
Actual journeys are also overlayed with emotional journeys.
Optimal & sub-optimalpaths
Optimaljourney path
Sign-up
2257
Welcome
1651
Registration
1402
6days 4days
Sub-optimaljourney path
Sign-up
2351
Welcome
408
Idle
356
14days 6days
Case
150
10days
Journeybyvolume Journeybyspeed
1402/5003 28%
+/- 10days
for completion
150/5003 3%
+/- 30days
for completion
3

9. Welcome message
Idle (A)
PORTAL
REGISTRATION
Idle (B)
Idle (C)
!
!
!
Goal & drop-off analysis
Top drop-off points and drop-off reasons are
uncovered. These can be due to a lack of information,
confusion or simply customers losing momentum on
their journey.
Whyare customersdroppingoff?
2
Topdrop offpoints Volume PotentialCLV
Displayby
Sign-up Welcomemessage ID submission ID validation Callcentrequery
Goals
1
Goal:
Onboarding
Customers: 1025
Createcohort
49%
Dropoff
2475/ 5003
29%
1476/ 5003
Goalcomplete
22%
Inprogress
1100/ 5003
Last30days
3
Sanlam
portal
registration

10. Welcome message
Idle (A)
PORTAL
REGISTRATION
Idle (B)
Idle (C)
Sanlam
portal
registration
!
!
!
Journey1
Sign-up(app) >Registration (app) >Idle (userregistered)
Close
Create Engagement
Create target audiencefilter
Create list
Add newjourney
Customerinsights
X
Create engagement
Design intervention
strategies
Interventions are designed to guide customers towards
their goals. Hyper-personalised digital nudges & real-time
human interventions are implemented to guide customer
behaviour and orchestrate journeys for success.
4

11. Registration (after sign up)
Welcome message
Retirement goals A (idle)
PORTAL
REGISTRATION
Retirement goals B (idle)
ID Scanning
Sanlam
portal
registration
!
!
!
Engage
Welcome message (idle)
Engagement name:*
Welcome message (idle)
Target audience filter name: *
Idle / HNW
Rule set name: *
Currentcustomers
Futurecustomers
Createengagement
Createa rule
Path interval value: Path interval period:
Cancel
Design intervention
strategies
Interventions were designed to guide customers towards
their goals. Hyper-personalised digital nudges & real-time
human interventions were implemented to guide customer
behaviour and orchestrate journeys for success.
4

12. Welcome message
Idle (A)
PORTAL
REGISTRATION
Idle (B)
Idle (C)
Sanlam
portal
registration
!
!
!
NUDGE 1
Value communication
NUDGE 2
Assistance
communication
NUDGE 3
Speak to consultant
(invitation)
Dear Megan
Did you know that there are no
fees for your first 3 months!
Please reply to this message if you
need any assistance?
Thank you
Today, 14:30
Sanlam
Dear Thembi
You’re a step closer to finalising your
retirement goals!
Are you having some trouble
submitting your scanned ID? Please
check out this step-by-step for
guidance. Or reply…
Today, 15:30
Sanlam
Hi Dave
It looks like you may need some help
with registration. If so, reply with YES
and I’ll give you a quick call.
Thanks,
Chris
Today, 16:30
Chris @ Sanlam
Design intervention
strategies
Interventions were designed to guide customers towards
their goals. Hyper-personalised digital nudges & real-time
human interventions were implemented to guide customer
behaviour and orchestrate journeys for success.
4

13. Welcome message
Idle (A)
PORTAL
REGISTRATION
Idle (B)
Idle (C)
Review & optimise
Repeat the process by reviewing the impact of
strategies & further optimising ideal journeys,
leading customers to their goals & boosting
conversion
Customerinsights:are my interventionseffective?
Documentsubmissionprompt
Name:
Omni-channelprompt to submitoutstanding
docs
Descript:
Newcustomers,highnet worth
Cohort:
Valuecommunication
Name:
Communicatebenefits to newcustomersnot
activated
Descript:
Newcustomers,querysubmitted
Cohort:
60
50
40
30
20
0
Jan Feb Mar Apr May Jun Jul Aug Sep
Date
Percentage
Controlgroup Test group 50
40
30
20
10
0
Aug Sep Oct Nov Dec Jan Feb Mar Apr
Date
Percentage
Controlgroup Test group
5
Sanlam
portal
registration

14. SANLAM
PROGRAM &
RESULTS

15. Sanlam: program background
Forrester’s report
“Bring Brand to Life
With Customer
Journeys” makes the
point “Your brand
promise is empty
unless brand-
infused customer
journeys make it a
reality”.
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
Sanlam Corporate has identified the
importance of engaging with members during
their retirement journey to increase portal
registration and improve retention

16. 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
To be scoped in detail:
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
Mapping the Customer Journey

17. Welcome message received
The large majority of members were not progressing
past the welcome message and were going idle at
this early stage
! Welcome
Message (Idle)
Retirement
Goals
Portal
Registration
Portal
Login
!
Welcome
Message
Welcome
Message
(Idle)
Welcome
Message

18. Welcome
Message (Idle)
Retirement
Goals
Portal
Registration
Portal
Login
The ingestion and synthesis of customer data revealed that 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

19. Some of the engagements

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

21. Feedback collection
Welcome
Message (Idle)
Retirement
Goals
Portal
Registration
Portal
Login
Brand
“Sanlam is very
trustworthy…”
“So happy to be a part
of this group…”
Experience
“Great service…”
“Satisfied with the
service…”
Functional
“It doesn’t do what it’s
supposed to do…”
“Wouldn’t save my
information…”

22. Welcome
Message (Idle)
Retirement
Goals
Portal
Registration
Portal
Login
Welcome
Message
10,44
9
Total volume customers
tracked
Onboarding Journey: Lessons
Learnt
Sept ‘21 to Sept ‘22
46% of members who
responded to a nudge went
on to register
A 31% improvement in portal
registration compared to the control
group

23. Welcome
Message (Idle)
Retirement
Goals
Portal
Registration
Portal
Login
Welcome
Message
Engagement enhancements:
• Referencing the members’ employers in the messages had the greatest
impact on engagement and progress
• Nudges to log in were contextual based upon the retirement goal
information gathered
• Message wording was cut down to create bite-sized dialogues
• Feedback collection was able to measure members’ understanding of
their products, and some of this was incentivized with data vouchers

24. Summary of program results
Customer satisfaction
We saw a 5% improvement in
customer satisfaction when
compared to the control group.
58% 63%
Control Test
33
%
39
%
33% of customers hadn’t
considered their retirement
goals.
A third of these went on to
register on the portal once
nudged.
Registered
39% of customers weren’t aware
of the portal.
The majority of them went on to
register on the portal once
nudged.
Registered

25. Summary of program results
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%
Nudge effectiveness
Showed nudges to be effective
in changing behaviour, as 46%
of customers who received and
responded went on to register

26. Looking ahead
Sanlam plans to further refine the onboarding journey,
focusing on:
• The impact of interventions so far
• Further fine-tuning for optimisation and growth
Sanlam needs to understand the relationship between
consecutive member journeys (Savings, Changing jobs &
Retirement journeys). Focus will be:
• Ease of identification of cohorts on multiple journeys
• Understanding overall messaging requirements and goals
• Ensuring consistent brand voice across journeys
• Understanding the importance of this layered context at a
member level

27. Q&A

28. How digital executives aredrivinghard
revenue metrics &great experiences at
every step of the customer journey
DIGITALJOURNEY
ROI NOW
PRESENTS
LIVEEXECUTIVEWEBINAR SERIES
August- October2022
#inQubaJourneyROI
THANK YOU!