The document discusses the need for companies to shift from a product-centric to a customer-centric marketing model to adapt to changing business conditions and customer demographics. It notes that traditional business models are vulnerable as customer preferences change rapidly. To succeed, companies need to gather extensive customer data, understand diverse customer groups, and implement dynamic, personalized enrollment platforms powered by technology to engage customers. This will allow companies to adapt offerings and experiences in real-time to meet individual customer needs and retain business in a competitive environment.

1. Becoming #1 in WorksiteBecoming #1 in Worksite
Creating & Sustaining CustomerCreating & Sustaining Customer
EngagementEngagement

2. Becoming #1 in WorksiteBecoming #1 in Worksite
It’s 2015It’s 2015
What’s the problem?What’s the problem?

3. Becoming #1 in WorksiteBecoming #1 in Worksite
• 1920’s: Avg. lifespan of S&P 500 company—67 years
• Today: 15 years
• 2020: 75% of the S&P 500 will be companies we haven’t
heard of yet
• 2025: 40% of today’s top companies will no longer exist
• 2020-2025: Google, Walmart
Source: Bold Diamandis and Kotler, Simon & Schuster 2015

4. Becoming #1 in WorksiteBecoming #1 in Worksite
1. Problem: The traditional means of doing business
and why it’s vulnerable
2. Solution: Customer centric marketing/sales;
recognizing and adapting to changing demographics
3. Implementation: Using technology/tools to power
explosive growth

5. Becoming #1 in WorksiteBecoming #1 in Worksite
• Business evolution
• No idea what’s going to happen
• Extraordinary tools/capabilities technology provides
(Customer? Broker?)

6. Becoming #1 in WorksiteBecoming #1 in Worksite
Supposed you were asked whether your
company is Customer Centric?

7. Becoming #1 in WorksiteBecoming #1 in Worksite
“Some people think football is a matter of life and
death. I assure you, it’s much more serious than that.”
Bill Shankley
If we, as an industry, are going to move to a 21st
century
marketing model, we must be able to implement
customer centric marketing and sales strategies.

8. Product Centric MarketingProduct Centric Marketing

9. Product Centric MarketingProduct Centric Marketing
Product Centric Marketing Model
•Product
•Price
•Promotion
•Placement

10. Product Centric MarketingProduct Centric Marketing
Product Centric Marketing Model
•Strategic Advantage
•Divisions, Teams, Silos
•Strengthening & Expanding Portfolio

11. Product Centric MarketingProduct Centric Marketing
Product Centric Marketing Model
•Pursue the same customers with similar offerings
•Use essentially undifferentiated capabilities &
processes

12. Customer Centric MarketingCustomer Centric Marketing

13. Customer Centric MarketingCustomer Centric Marketing
Common Denominator: A better customer experience
through innovation
Where is that better customer experience
going to come from in our business—and
what is going to make it unique?

14. Product Centric MarketingProduct Centric Marketing
• Inward vs Outward
• Stifles innovation
• Cannot sustain profitability/growth industry needs
• Marketplace: Deep understanding of customer

15. Customer Centric MarketingCustomer Centric Marketing
“Business would be well served to know
absolutely everything about their best
customers.”
Lester Wunderman

16. Customer Centric MarketingCustomer Centric Marketing
Four Building Blocks of Customer Centricity:
4) Customer Profitability
3) Customer Segmentation
2) Value proposition
1) Engaging Customer Interface
◦ Understanding individual needs / product set
◦ Educating
◦ Empowering Larry Seldon
Columbia
University

17. Customer Centric MarketingCustomer Centric Marketing
Significant Drivers of Customer Satisfaction:
Smart/appealing engagement process
Commitment to customer
Product assortment
Ease of transaction
MIT Sloan Management Review

18. Customer Centric MarketingCustomer Centric Marketing
Where are we as an industry?
“Expect significant to massive changes in the industry
in the next 5 years—with the most immediate
challenges and opportunities stemming from changing
customer behavior, and streamlining, personalizing
and improving the customer experience.”
Economist Intelligence Unit

19. Customer Centric MarketingCustomer Centric Marketing
How can these goals be achieved?
By implementing customer centric marketing and sales
strategies in the enrollment process through
technology.

20. Customer Centric MarketingCustomer Centric Marketing
Gather and manage large amounts of customer data.
Analyze and convert that data into insights to create—for
their distribution partners— a unique, streamlined, highly
personalized customer experience—an experience that
manages all activity around the customer

21. Becoming #1 in WorksiteBecoming #1 in Worksite
Diversity

22. Becoming #1 in WorksiteBecoming #1 in Worksite
Millennials:
•Far different from previous generations
•Want to have a sense that a company knows who
they are will deliver an experience that reflects that
knowledge
• Willing to share personal information

23. Becoming #1 in WorksiteBecoming #1 in Worksite
In 4 states (Texas, California, Hawaii, New Mexico) and
the District of Columbia, minorities account for more
than 50% of the population.
Source: New U.S. Census to reveal major shift:
No more Joe consumer: Ad Age, Oct. 12, 2009

24. Becoming #1 in WorksiteBecoming #1 in Worksite
In 10 states (Texas, California, Hawaii, New Mexico,
Mississippi, Georgia, Maryland, Florida, Arizona, Nevada)
the share of children who are minorities has already
passed 50%.
Source: New U.S. Census to reveal major shift:
No more Joe Consumer. Ad Age, Oct. 12, 2009

25. Becoming #1 in WorksiteBecoming #1 in Worksite
Across every major market in the United States,
the majority of the child population is non-white.
Whites will be the minority in the country by 2041.
Source: Crafting the Customer Experience for People
Not Like You, Kelly McDonald, John Wiley & Sons

26. Becoming #1 in WorksiteBecoming #1 in Worksite
Countries with the largest Latino populations?

27. Becoming #1 in WorksiteBecoming #1 in Worksite
Countries with the largest Latino populations:
1.Mexico 108.7MM
2.United States 50.5MM
3.Colombia 44.4MM
4.Spain 40.4MM
5.Argentina 40.3MM
6.Peru 28.7MM
7.Venezuela 26.0MM
8.Chile 16.3MM Source: Synovate CAI World Factbook
2010 Census

28. Becoming #1 in WorksiteBecoming #1 in Worksite
Diversity comes in many forms:
Gender Religion LBGT Age/Generation
Rural/Metro Military/Civilian Life stage Racial
Ethnic/Linguistic Foreign born or US born Physical Abilities
Lifestyle/Affluence (Working poor, Middle class, Wealthy)
Core Values (Environmentalists, Vegetarians, etc.) Source: McDonald Marketing
How do you connect with them? How do
you get, and leverage, consumer insights?

29. Becoming #1 in WorksiteBecoming #1 in Worksite
Women—
Want professional support
Trust what other women say
African American—
Humor in marketing enjoyed & appreciated
Asian—
Performance & dependability over cost
Positive marketing message
‘American Dream’ is retirement success
Hispanic—
Want a relationship, not a transaction
Great customer service Source: McDonald Marketing

30. Becoming #1 in WorksiteBecoming #1 in Worksite
Biggest Concerns for:
Boomers (50-56)
Unpaid mortgage
College tuitions(s)
Weddings
Source: McDonald Marketing

31. Becoming #1 in WorksiteBecoming #1 in Worksite
 Boomers (50-56)
◦ Unpaid mortgage
◦ College tuitions(s)
◦ Weddings
 Boomers (57-66)
◦ Retirement, positioned as ‘long-term
security”
◦ Aging parents
Source: McDonald Marketing

32. Becoming #1 in WorksiteBecoming #1 in Worksite
• Boomers (50-56)
• Unpaid mortgage College tuitions(s)
• Weddings
• Aging parents
• Boomers (57-66)
• Retirement, positioned as ‘long-term security
• Aging parents
• Boomers (67+)
• Debt
• Their health, their aging
Source: McDonald Marketing

33. Becoming #1 in WorksiteBecoming #1 in Worksite
Trends affecting the customer experience:
•The iconic American family—married couple with
children—accounts for a mere 20% of households
•We don’t need information, we need advice
Source: Think Advisor, Online, July 7, 2015

34. Becoming #1 in WorksiteBecoming #1 in Worksite
How do you connect with them?
How do you acquire and leverage
consumer insights across a diverse
population?
How do you create an innovative
customer experience?

35. Becoming #1 in WorksiteBecoming #1 in Worksite
What are the objectives of your
enrollment platform?
•Gather, analyze and sort customer data in real-time?
•Recognize and adapt to each demographic, customer
group, and individual employee in real-time?
•Instantly and dynamically personalize and adjust the
tone and content based on the individual being enrolled?

36. Becoming #1 in WorksiteBecoming #1 in Worksite
What are the objectives of your
enrollment platform?
•Does it create a personalized customer experience?
•Make it easier for the customer to purchase products?
•Business partner to help you win and retain business?
•Does it support automated sales & marketing?
•Engage employees on their terms and identify each
employee’s needs and behavioral tendencies?

37. Dynamic, Customer Centric,Dynamic, Customer Centric,
Data-driven Enrollment PlatformsData-driven Enrollment Platforms
•Better customer experience through innovation
•Streamlining, personalizing, improving customer
engagement
•Technology

38. Data-driven vs Static EnrollmentData-driven vs Static Enrollment
The difference between static and data-driven
enrollment is like the difference between having a great
black box recorder and an outstanding pilot.
“Only marketers who are customer obsessed and adapt
to consumer’s changing behaviors in real-time will
succeed.” Shar VanBoskirk, Analyst, Forrester Research
•

39. Dynamic data-driven Enrollment—Dynamic data-driven Enrollment—
the Differentiatorthe Differentiator
It’s not rocket science…is it?
• Technology is valuable
• People are priceless
• TECHNOLOGY + HUMAN CAPITAL = SUCCESS
With today’s evolution of technology, WE, as an industry
are EXPECTED to deliver a more sophisticated
engagement process

40. Dynamic data-driven Enrollment—Dynamic data-driven Enrollment—
the Differentiatorthe Differentiator
The industry’s BIG BANG!

41. Dynamic data-driven Enrollment—Dynamic data-driven Enrollment—
the Differentiatorthe Differentiator
It’s about getting to know your customers in the right
way, and relating to them in the right way, to generate
the right results.
As insurers and brokers, it’s about leveraging the
single most valuable asset you have: your customers.

42. QUESTIONS
Afinium LTD
83 Cambridge Street
London
SW1V 4PS UK
www.afinium.com
403 Greenwich Ct
New Hope, Pennsylvania 18938 USA
O: 2215 862 3080
M: 7038625715