Delta Lloyd Life, one of the largest players on the life insurance market, set itself the objective of prolonging its growth in the years to come. After several mergers, it needed to align all resources and processes within the organisation to do this. In parallel with an ambitious Change Management programme, Delta Lloyd Life decided to invest in a CRM solution that was capable of centralising all information relating to the intermediaries - the financial advisers. Today, the sales team and the Marketing Department of Delta Lloyd Life are reaping the benefits with more efficient access to data that are of a higher quality. But above all, the CRM solution constitutes the platform for the realisation of a sales strategy: that of providing more intense support for customers with advanced digital intelligence.

1. Microsoft Dynamics CRM
BRM solution at Delta Lloyd Life: digital intelligence
for the benefit of customer service
“As specialist in the financial sector,
Travi@ta really helped us with its
‘best practices’ at each stage of the
project. The best qualification of the
relationship with Travi@ta: a true
partnership !”
Anne Vanhavre, Sales Marketing Programme
Manager, Delta Lloyd Life
Delta Lloyd Life, one of the largest players on the life
insurance market, set itself the objective of prolonging
its growth in the years to come. After several mergers, it needed to align all resources and processes
within the organisation to do this. In parallel with an
ambitious Change Management programme, Delta
Lloyd Life decided to invest in a CRM solution that was
capable of centralising all information relating to the
intermediaries - the financial advisers.
Today, the sales team and the Marketing Department
of Delta Lloyd Life are reaping the benefits with more
efficient access to data that are of a higher quality. But
above all, the CRM solution constitutes the platform
for the realisation of a sales strategy: that of providing
more intense support for customers with advanced
digital intelligence.

2. country: Belgium
Delta Lloyd Life was born in July 2001 with the merging of 3
industry: Financial Services - Insurance
Belgian companies, active on the life insurance market: CGU
Life, OHRA Leven and Norwich Union. In 2008, Delta Lloyd Life
profile
Delta Lloyd Life, born out of the merger of several
Belgian companies, holds fourth position on the
Belgian group insurance market. The company,
whose registered office is located in Brussels,
manages 500,000 individual files across 1,350
external financial advisers.
challenge
In order to realise its sales strategy - that of
improved customer assistance - Delta Lloyd Life
wanted to align its processes and to centralize
and better share all information relating to the
customer.
merged with Swiss Life Belgium. Whilst conferring it fourth
position on the Belgian group insurance market, this additional
combination made Delta Lloyd Life a recognised expert in pensions. The company, whose registered office is located in Brussels,
currently has 600 employees. Since 23 January 2013, Delta Lloyd
has been quoted on the Brussels Euronext NYSE Stock Exchange.
A network of 1,350 financial advisers
Today Delta Lloyd Life manages over 500,000 files and operates
via an indirect model: direct contact with the final customer takes
place via a network of 1,350 financial advisers, of whom 300
achieve around 80% of the insurer’s turnover. A team of 50 sales
staff at Delta Lloyd Life is responsible for the relationship with the
financial advisers.
solution
Delta Lloyd Life opted for the Microsoft Dynamics
CRM platform; CRM partner Travi@ta was indeed
able to offer a BRM for Insurance module (BRM =
Broker Relationship Management) - which offers
80% of the functionalities required as standard.
benefits
Internal alignment project
Internal alignment project
Stéphanie Pech, Marketing Manager: “After several mergers, our
aim for the years to come is to continue on the road of internal
growth whilst expanding our distribution network. Our customer
assistance strategy has allowed us to refocus on the needs of our
network of external financial advisers and to enter a process of
•
Realisation of a sales strategy centred on
improved customer assistance
change to develop a new sales policy for the assistance of our
•
Centralisation and quality of customer data
accessible via a single interface
ment project under the name ‘Topsport’. Its aim is to align our
•
Open Microsoft Dynamics CRM architecture
for integration with other systems
•
Perception of a win-win situation for the
sales team
•
Travi@ta’s experience in the financial sector
and support with its ‘Best Practices’
commercial partners. We have implemented a Change Manageresources and our processes internally. The CRM project that we
have begun with Travi@ta is to a certain extent the logical consequence of this.»
A standardised and user-friendly solution
A demonstration of Microsoft Dynamics CRM by Travi@ta was
enough to convince Delta Lloyd Life. Anne Vanhavre, Sales Mar-
software & services
Microsoft Dynamics CRM
keting programme manager at the insurer: “There was a good
match between the size of the solution and that of our own internal organisation. The specific insurance module developed by
Travi@ta was also a factor in the decision.
Delta Lloyd Life consciously opted for a solution that is standardised as much as possible. The BRM for Insurance module (BRM =
Broker Relationship Management) by Travi@ta met this need as
it offered 80% of the functions mentioned in the Delta Lloyd Life
specifications as standard.

3. “Microsoft Dynamics CRM allows us to realise a dream: that of building a real digitised service strategy towards the
external financial adviser.”
Stéphanie Pech, Marketing Manager, Delta Lloyd Life
Alexander Hof, head of the CRM project at Delta Lloyd
It is true that the implementation of a BRM solution
Life: “Each user wants to find his own vocabulary and
within Delta Lloyd Life called for a certain amount of
his way of working in a CRM solution. This was the
discipline on the part of each user. We expect users to
case with Microsoft Dynamics CRM, which in addition
enter into the CRM system all information regarding the
required a minimum of specific development with the
financial adviser, his contacts, visit reports, etc. However,
BRM for Insurance module.”
these same users quickly sensed the advantages: “The
Centralising information to provide
improved customer assistance
work is divided up between several users and is of better
quality: a true win-win situation for everyone”, explains
Stéphanie Pech.
By opting for an indirect model with various types of
financial advisers, Delta Lloyd’s sales policy in the years
To involve users in the CRM project and facilitate accept-
to come will be oriented towards optimal assistance for
ance from implementation onwards, Delta Lloyd Life
its commercial partners.
created an in-house newsletter named ‘BRM Bulletin’;
the marketing department even went as far as creating a
Alexander Hof: “Good assistance means for us: knowing
the adviser’s profile, knowing the contact history that
specific logo for the project !
we have with him and sharing this information inter-
Marketing campaigns
nally. Today, with Microsoft Dynamics CRM and its BRM
In addition to the 10 national campaigns every year, Del-
module, the team of 50 sales staff and the marketing
ta Lloyd Life regularly carries out local campaigns - for
department have access to the same information, on a
example by offering points of sale sales actions depend-
single screen.
ing on their situation and specific business plan.
A win-win situation for everyone
To run its e-mail campaigns, the insurer uses the tool
Each point of sale is in direct or indirect contact with
ClickDimensions, perfectly integrated with Microsoft
several people at Delta Lloyd Life: the Retail sales
Dynamics CRM.
employee, the B-to-B sales employee, the marketing
department, etc. The challenge was therefore to consolidate and share all information coming from different
sources.

4. A digital service strategy to the broker
In the opinion of Stéphanie Pech, the benefits of Microsoft Dynamics CRM are not limited to a gain in efficiency or the internal
sharing of information: “Microsoft Dynamics CRM allows us to
realise a dream: that of building a real digitised service strategy
towards the external financial adviser. Today, Travi@ta helps us in
the analysis of the connection of the BRM to a new Extranet, the
future work desk of the financial adviser with Delta Lloyd Life.»
A partnership with Travi@ta
Although Delta Lloyd Life wanted to perform daily follow-up of
the CRM project itself, this would not have been possible without
the experience of Travi@ta. Anne Vanhavre: “As specialist in the
financial sector, Travi@ta really helped us with its ‘best practices’
at each stage of the project. The best qualification of the relationship with Travi@ta: a true partnership!”
Alexander Hof
“Whilst we have dedicated a lot of time to the BRM project, the
“Each user wants to find his own vocabulary
and his way of working in a CRM solution. This
was the case with Microsoft Dynamics CRM
which, with the BRM for Insurance module
from Travi@ta, only required a minimum of
specific development.”
for more information
Microsoft: +32 (0)2 503 31 13 or www.microsoft.com.
Delta lloyd Life: www.deltalloydlife.be
Tel. +32 (0)2 721 88 80
www.traviata.eu - info@traviata.eu
result is that today we have a platform which will be able to meet
our future aspirations. The project is still in progress, but the
Travi@ta consultants have already proved that they are perfectly
capable of working on solutions that allow us to comply with the
deadlines and budgets initially set”, concludes Stéphanie Pech.