The document discusses Fuji Xerox's approach to enhancing customer communication in the insurance industry through innovative, personalized marketing strategies. It highlights industry challenges such as low ROI and data management issues, while showcasing successful case studies demonstrating significant improvements in customer engagement and marketing effectiveness. The focus is on leveraging data for a tailored customer experience, ultimately driving growth and efficiency in communication processes.

1. Leapfrogging into the Digital Era of
Customer Communication
November 7, 2014
Helene Blanchette
General Manager Asia Pacific
Marketing Innovation and Business Support Group
Fuji Xerox Asia Pacific Pte, Ltd.
© 2014 Fuji Xerox Co., Ltd. All rights reserved.

2. A Complete Portfolio of Services
Marketing Services Channel management
New business insurance
Claim services
Billing & Payment Customer services

3. The 1:1 Experience : Leading with an Innovative Value
The 1:1 Experience™ is a turnkey
service offering from Fuji Xerox Asia
Pacific to enable companies to test and
deploy integrated cross media 1to1
marketing strategies, techniques and
methodology
2

4. Scope of the Service
© 2012 Fuji Xerox Co., Ltd. All rights reserved.
3

5. Customer Communications
Efficiency and Experience
Customer Multichannel
Delivery Automation
Today’s Focus
© 2014 Fuji Xerox Co., Ltd. All rights reserved. 4

6. Trends and Findings
Living and doing business in the real world
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7. Industry challenges become more “dynamic”
Emergence of new players
and distribution channels
Demographic shifts transform
the global workforce
Increased partnership and
collaboration across stakeholders
Bancaassurance share of the
insurer’s distribution channel
is increasing
Customers desire increased
product / services difference
Address scale and complexity -
regionalisation, standardisation
and specialisation
Asia Pacific is the engine for
the growth of the global
insurance industry
Rapid rural to urban
migration in the emerging
market
Ever growing regulatory and
compliance requirement
Industry Trends | Mega IT Trends | Industry Developments

8. Trends and Findings:
Marketing Era of Confusion and Budget Dilution
Copyright 2011- Fuji Xerox Asia Pacific

9. Trends and Findings
The Traditional Approach and Engagement Challenge
Product Focus – Isolation of Activities – Generic Approach – Labour Intensive
Challenge to measure
© 2014 Fuji Xerox Co., Ltd. All rights reserved. 8

10. Industry Challenges
Challenges | Drivers | Imperatives | Key Roles
Asia Pacific Insurance Industry Imperatives
The Insurance industry is suffering from low ROI due to sustained period of low interest rate
Swiss Re - Global Insurance Industry Outlook 1H12

11. The Internal Reality
•Relationship
•Influence
•Interaction
•Information flow
•Data collection
•Evolution
Clients
Communication
flow bottleneck
Business Challenges
•Adoption of marketing activities by Agents
•Inconsistent positioning of products
•Blind spots on measurements
•Blind spot on follow-up by Agents
•Blind spots on sales channel efficiency
•Hard to measure Influence Source
•Agents keep information and customer profiles
•Data quality issues
•DM activities are isolated per channel and generic
•Measurement at conversion rate only
•Blinded view of customers actions or influence

12. The Internal Reality
What Corporate Marketers Really do with all this Data?
According
to them:
Not a lot!
 Abundant data but lack of resource to generate insights
 Lack of Knowledge and expertise, which leads to repeating acquisition strategies
 Quality of data is low and integration offline and online is a problem
 Lack of understanding about One Customer View – Departmental Silo structure
 Need to provide impressive market share data to the boardroom
 Customer focus strategy is too much work – acquisition is simpler
 IT departments is a barrier to effective marketing programs

13. Using the data is the real value
Data itself has no real value. Obsessing over it can lead to a lot of
wasted time and effort.
What’s worse, it can lead to an unhealthy focus on targeting at the
expense of a well-crafted message.
BRW, Mark Cameron - November 2013

14. A Different Way to Look at Things
Leapfrogging does not require massive investments
Fuji Xerox Co., Ltd.
© 2014 Fuji Xerox Co., Ltd. 13 All rights reserved.

15. The Fuji Xerox Customer Centric Approach

16. What data spelled out
Before After
How many people reached
How many invested
Amount invested
Return on Marketing investment
How many people reached
How many responded
Who responded
How many invested
Amount invested
Conversion rate
Conversion ratio per agent
Age of investor
Gender of investor – links to product
interest
Life events and concerns
Type of investment per segment
Preferred channel
Projection of future investment
Customer life time value

17. Reversing the talk
Only when you are asking the right questions, will the data speak to you
clearly
Why?
Why Not?
Who?
What?
Where?
How?

18. Questions
Why do they invest in this fund:
Revealing data: average rate of return, enrollment date
Why not
Revealing data: market comparison, location of investors or drop outs, exit
survey data (if available)
Who?
Revealing data: date of birth, gender and other demographic data available
What?
Revealing data: past investment history
How?
Revealing data: yearly investment amount
Sample size 1000 random selection

19. Hierarchy of data used for Strategy
What the data told us:
People from outskirts and country side believe their investment
does not profit their area. Only Big city benefits
Postal code
•Companies benefiting from Fund
– Last investment
– Start date of first investment
– Amount invested
– Rate of return
– Demographic
– Method of payment

20. Variables
Applied data in strategy

21. Results
• 200% increase in switch from annual lump sum to
monthly, automatic payments
• Overall 300% more reactivation of
investment compared to the control
 487% PBA
 143% RSS
 Cost of reacquisition was reduced by 17%
• Call centre did not receive any customer calls
or complaints, a first in the Fund’s marketing
communications campaign history.

22. Manulife Singapore Case study
The birthday program
Ownership: Cindy Cheng –
VP Marketing – Manulife Singapore

23. Manulife Birthday Campaign Overview
Birthday Greeting Card
Personalised
Microsite
ABOUT THE CAMPAIGN
• Support ML brand
relaunch
• Provide a unique
customer experience
that complete the
brand experience
• Provide an interactive
website that encourage
customers to share
data about themselves
& their goals for their
future
• Position ML’s agents &
products - ML is top-of-
mind for any cross-sell
or up-sell
opportunity
• Provide ML agents with
a platform to strengthen
customer relationship

24. Personal Birthday Greeting Cards
Fully customised to each person with Manulife new brand image & sign off from own agent
ABOUT THE RECIPIENTS
Monthly average:
11,000 Policy Holders
 Gender
 5 Segments (Age)
• 18 - 25
• 25 - 35
• 36 - 45
• 46 – 54
• 55 & above
Female Version Male Version www.yourmanulife.com.sg/HeleneBlanchette1829927

25. PURL Unwrap Your Gift
www.yourmanulife.com.sg/HeleneBlanchette1829927

26. Multiple Customer Touch Points

27. Lucky Cube Game

28. Good Life Quiz - Info Gathering

29. Personal Vouchers

30. Follow-up email

31. Results
1. Monthly Response/Participation: 30-45%/ month
2. Valuable Data Collection for Manulife and agents
3. Positive and Dynamic Brand Experience
4. Product Positioning and timely information
5. Respect of Agent Relationship
6. + High Customer Satisfaction
7. Unexpected record redemption and used of
voucher leading to sales

32. Zurich Insurance Malaysia Berhad
One to One Marketing Relationship results to
new heights
Finalist
© 2014 Fuji Xerox Co., Ltd. All rights reserved. 31

33. Zurich Insurance Malaysia Berhad
Objectives
Increase response rate and
appointments at Agents level
Engage and strengthen Policy Holder
relationship with Agent and Brand
Increase Conversion rate
 Obtain updated data from Policy
Holder & increase data quality
To establish affinity with the Policy
Holders
© 2014 Fuji Xerox Co., Ltd. All rights reserved. 32
Challenges
Measure success of marketing
activities outside of conversion
Linking conversion to marketing
activities
Evaluate agents’ participation rate to
conversion
Policy Holder’s evolution, concerns,
life events & intentions
Manage inventory and budget for
corporate gifts
Agent’s buy-in to marketing activity

34. Solution and Strategy

35. •Images change based on gender and demographics (age, race)
•Benefits offered and messages conveyed tailored only to the specific recipient according to
profile and in their language of preference
Female, Malaysian, Age: 26 to 35 Male, Indian, Age: above 45
34
Solution: Personalised –Customised
cross-media campaign
In all
24 segments of
profiles
Tens of
thousands unique
versions with
unique websites
and unique QR
codes

36. And Begins to Strengthen the Relationship
Personal Web page
Site welcomes customer by name and starts interaction with customer
Provides Agents and Zurich
Head Quarters with an
update on customer current
status, good information
reference for up-selling or
cross-selling
Giving an incentive to meet the Agent
35

37. An Exclusively Personalised Gift to Meet Agent
Pre-populated Name
and Address but
editable for customer to
update
Options to customised
notebook with personal
name
Consent to contact or
future promotional
information
Meet Agent and get
activation code
36

38. AIA Thailand
Integrated Communication and leapfrog in Transpromo
© 2014 Fuji Xerox Co., Ltd. All rights reserved. 37

39. The Traditional Vs Promotional Transactional Document
Clear highlighted
Promotional
Variable Offer
Remittance
Stub
Traditional Promotional
-Statement Envelope
is highly valued for its
opening rate
-Company database hold
valuable customer
information:
• Buying history
• Product preferences
• Demographics
• Length of relationship
•Transform single application into a powerful communication vehicle
transactional
information
Variable
Graphic Based
on Offer
Personal
URL
E.g. invoice, financial statement, policy, or other
transactional documents.

40. Main Objectives
• To lower cost of statement and report
printing
• To transform statements and reports to
be a channel for marketing to up-sell
and cross-sell insurance products
(TransPromo).
• To reduce turnaround time of statement
printing
• To eliminate the overload non-core
business tasks
Solution
• Provided cost saving and service
improvement through Trans-promo
outsourced printing
• Provided 1 to 1 experience services
by redesigning output to align with
marketing initiatives
•Avoided the investment cost in new
production printer and mailer
machines
• Provided outsourcing facility and high
security at production site
ABCD Thailand
© 2014 Fuji Xerox Co., Ltd. All rights reserved. 39

41. TransPromo in Action: Dynamic Environment
Attractive Graphics
Key promo information or
sensitive messaging
Demographic profiling
Up-selling/cross-selling
AIA Thailand Relevancy
Accident plan Insurance
Congratulations,
The paid value of your insurance
can now earn you money
for life.
Did you know that you are
now eligible for ……
Investment linked plan
Insurance
ABC
customer

42. Your part: TransPromo means collaboration
Where does Trans-Promo resides in an enterprise?
Invoices
Statements (e.g.)
Administrative core
document residing in
business operations
Owners:
residing in business
operations
Managers:
IT as a host and
process owner +
procurement as an
expense
Marketing
collaterals
Product and service
support
Promotional documents
and collaterals
Owners:
Marketing department
Managers:
Marketing dept. as a
revenue generator and
procurement as an
expense
TransPromo

43. The progressive journey from one to …. many channels
Outsourcing Solution
Client data file
Today
Multi-channel
Tomorrow

44. 43
Impact on Business
• Improved end-user experience
• Increased cost efficiency
• Improved marketing message positioning
and response
• Reduced paper usage
• Improved customer or agency workforce
satisfaction and turnaround time of
document distribution

45. Leapfrog your communication
take away
© 2014 Fuji Xerox Co., Ltd. 44 All rights reserved.

46. Review current process efficiency and stakeholders
Human
Interaction
Customer Choose
template
Customer
Service
Mail Print
MARKETING
LEGAL
OPERATIONS
DESIGN
SALES
Cost evaluation should
not revolve only on
printing and creative

47. Use data – Learn Insights
© 2012 Fuji Xerox Co., Ltd. All rights reserved. 46
Reverse time allocation
Spend a greater deal of
time in understanding
customer profile, dynamic
and create scenarios with
mapping of products
Minimize The time of IT
people
Trust and leverage partner
expertise
Place focus on customer rather than product to segment

48. More on data
• Don’t be afraid of big data, start small
• The simplest and most available data can be
game changers when strategically used
•Technology cannot replace good strategic
human thinking
• Getting started with data has more marketing
impact than waiting to get it all organised
• Data will reveal what you do well and what
needs to be fixed
• The more your measure the clearer
everything becomes
© 2012 Fuji Xerox Co., Ltd. All rights reserved. 47
Don’t leave it all to
technology
Humans are better
than
Computers in
recognizing
patterns

49. The more you measure the better the story is told
Data Talking to
the Boardroom

50. Use a PaaS Approach with an Experienced Partner
Communication Platform as a Service:
•Platform developed to manage communication preferences, distribution of documents
across multiple channels (post, email, mobile, fax and web).
•PaaS solution configured for customers needs and environment without investing in
infrastructures, software, future upgrades or maintenance.

51. Leverage Insurance Services and Expertise
Marketing | Policy Admin | Claims | Corporate Services
1:1 Marketing Campaign
Communication and
Document Strategy
Document
Production/
Distribution
Dynamic
Content
Generation
INSURANCE
COMPANY
Prospects/
Insured
Multi-channel
Document
Ingestion
Business
Rules &
Templates
Business
Managers
Marketing
CRM,
ERP, etc.
Creative
Services
Campaign
Management
Engine
Data
Analytics
Broker’s Local
Marketing
Interface
Digital
Assets
Management
Post
E-mail
Mobile
www
Our Value Proposition
Insurance Services
Industry Challenges
Ideal End State
Key Processes
Industry Trends
Customer Success
Competitor
Summaries
Selling against
Competitors
Risks and Value
Metrics
Feedback

52. Xerox, Xerox and Design, as well as Fuji Xerox and Design are registered trademarks or trademarks of Xerox Corporation in Japan and/or other countries and are used under license.