This document discusses enabling next generation customer engagement for insurance providers through omnichannel strategies. It notes that customers now research and purchase insurance online more than ever before, with high expectations for engagement across multiple channels. To succeed, insurers need an integrated omnichannel platform that provides a unified view of the customer, supports dynamic sales and service processes across all touchpoints, and can flexibly evolve with emerging technologies and customer needs. Done effectively through a customer-centric approach, omnichannel strategies can increase revenue and engagement while reducing costs.

1. Jonathan Kalman
President of Insurance Solutions
Enabling Next Generation Customer
Engagement for Insurance Providers

2. BCG Analysis and Case Experience
Source: McKinsey

3. Source: McKinsey

4. Source: McKinsey

5. Customer Centricity

6. NEW RULES. NEW GAME.

7. “We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of
the customer experience a little bit better.”Jeff Bezos“We see our customers as invited guests to a party, and we
are the hosts. It’s our job to make every aspect of the
customer experience better.” Jeff Bezos

8. ONLINE GROWING SHARPLY
ONLINE QUOTES HAVE
DOUBLED
ONLINE SALES HAVE
QUADRUPLED
2004 - 2010

9. PEOPLE ARE SMARTER
22%
Online
Shopping
Increase
32%
Decrease In Blind Renewals
75%
Shop Their
Renewal
37.5%
Increase In Agency
Customers Moving
Online

10. ALWAYS ON,
RICHLY INFORMED,
HIGH EXPECTATIONS.

11. Source: ThinkFinance
Research to Win

12. Source: ThinkFinance
Purchasing an insurance plan is a ver
y considered decision
Length of Purchase Cycle

13. Distribution Focused

14. Distribution Today is OmniChannel
70% of Interaction is Digital
Source: BCG

15. Distribution Means More Than Sales
Source: BCG

16. BCG Analysis and Case Experience
AXA Sees Results

17. OmniChannel Customer
Engagement
Technology Innovations

18. Digital Strategy?
Mobile Strategy?
OmniChannel Strategy?
Mobility?
Customer Experience?
Customer Engagement?
Digital Insurer?
OmniCommerce?
THE TERMINOLOGY IS MUDDY

19. Customer Centric
Distribution Centric
OmniChannel Customer Engagement

20. Distribution Today is OmniChannel

21. Source: BCG
Implications Across The Value Chain

22. Source: Secondary Research BCG Analysis
Implications Across The Value ChainInsurance Examples (Patchwork Quilt)

24. OmniChannel
COMMERCE PLATFORM#1
Fastest growing, most advanced
and agile commerce platform -
enabling next generation customer
engagement
ENTERPRISE
SOFTWARE
40 years of business
software leadership and
solutions expertise
#1
SAP Sees The Future

25. © 2013 SAP AG. All rights reserved. 24
HYBRIS HAS SEEN THIS MOVIE
BEFORE…

26. A Decade of Experience
RETAIL CONSUMER
PRODUCTS
WHOLESALE IM&C
HIGH TECH TELCO MEDIA &
ENTERTAINMENT
INSURANCE

27. 2 New Marketing Imperatives
3 Unique Journeys
1 The Brand
4 All Touchpoints
5 New and Dynamic Processes
Best Practices
6 One View of Customer
7 Supports Tomorrow

28. Support Brands not Channels

29. © 2013 SAP AG. All rights reserved. 28
PROFILE
IMPLICIT
EXPLICIT
RELEVANCE
NORMALIZATION
ENGAGEMENT
LISTENING
BROWSE
CLICK
OPEN
CLOSE
IGNORE
WALK-BY
HOVER
BUY
REGISTER
SUBSCRIBE
CLAIM
COMPLETE
SEND
SHARE
EVENTS FROM
TRIGGERS TO
Support New Marketing Imperatives

30. © 2013 SAP AG. All rights reserved. 29
DISCOVER
NEED
RESEARCH
RECEIVE
OFFER
USE
SERVICE
PURCHASE
RECEIVE
INFORMATION
MISSING
ITEM
POST
REVIEW
HELP &
SUPPORT
BILLING
ISSUE
MAKE
PAYMENT
REPAIR
REPLACE
JOIN
GROUPS
CLAIMS
INCIDENT
CHANGE
ADDRESS
ADDITIONAL
PURCHASE
RECEIVE
OFFER
REFER
FRIENDS
WEB
PRINT
DIGITAL ADS
WORD OF
MOUTH
SOCIAL
TV
AGENT
WEB
SITE
REVIEWS
SEARCH
KW/ADS
CONTACT
CENTER
WEB
SITE
EMAIL
SOCIAL
AGENTWEB
SITE
CONTACT
CENTER
CONTACT
CENTER
AGENT
CONTACT
CENTER
CONTACT
CENTERSOCIAL
WORD OF
MOUTH
SOCIAL
EMAIL
SUPPORT
PORTAL
?
SUPPORT
PORTAL
?
BRANDED
COMMUNITY
?
WHY? BECAUSE
EACH CUSTOMER
SCRIPTS THEIR OWN JOURNEY
Support Unique Customer Journeys

31. © 2013 SAP AG. All rights reserved. 30
REFER
FRIENDS
POST
REVIEW
JOIN
GROUPS
TRACK
ORDER
RECEIVE
PACKAGE
MISSING
ITEM
SETUP
PHONE
BILLING
ISSUE
MAKE
PAYMENT
PHONE
DAMAGE
TERMINATE
SERVICE
NETWORK
ISSUE
CHANGE
ADDRESS
RECEIVE
OFFER
DISCOVER
NEED
RESEARCH
RECEIVE
OFFER
USE
SERVICE
RESTART
SERVICE
SHOP &
BUY
PURCHASE
RECEIVE
INFORMATION
MISSING
ITEM
POST
REVIEW
HELP &
SUPPORT
BILLING
ISSUE
MAKE
PAYMENT
REPAIR
REPLACE
JOIN
GROUPS
CLAIMS
INCIDENT
CHANGE
ADDRESS
ADDITIONAL
PURCHASE
RECEIVE
OFFER
REFER
FRIENDS
WEB
PRINT
DIGITAL ADS
WORD OF
MOUTH
SOCIAL
TV
AGENT
WEB
SITE
REVIEWS
SEARCH
KW/ADS
CONTACT
CENTER
WEB
SITE
EMAIL
SOCIAL
AGENTWEB
SITE
CONTACT
CENTER
CONTACT
CENTER
AGENT
CONTACT
CENTER
CONTACT
CENTERSOCIAL
WORD OF
MOUTH
SOCIAL
EMAIL
SUPPORT
PORTAL
?
SUPPORT
PORTAL
?
BRANDED
COMMUNITY
?
AWARENESS
INTEREST
DECISION
ACTION
USE
ACTION
ADVOCACY
ADVOCACY
DECISION
USE
WHY? BECAUSE
EACH CUSTOMER
SCRIPTS THEIR OWN JOURNEY

32. © 2013 SAP AG. All rights reserved. 31
EVERY JOURNEY IS UNIQUE
AND EVERY POINT OF ENGAGEMENT MATTERS

33. OmniChannel Portal
Supports All Touch Points

34. CONTENT
COMPLEXITY
PROCESS
COMPLEXITY
TOUCHPOINT
COMPLEXITY
CHANNEL
COMPLEXITY
Supports New and Dynamic Processes

35. Channels (Channel Optimized Customer Experience)
Sales & Service Processes (Info, Application Management, Quote, Bind & Issue, …)
Content (Web Content, Products, Forms)
Online BranchMobile Call Center Social Print
Front End
Back End
AnalyticsClaim CRM CCMPolicy …
Supports One View of Customer

36. Supports Tomorrow

37. Takeaways

38. Portal:
Mobile
Drive Traffic & Conversion
Sales & Service Processes
OmniChannel
Portal is just the starting point

39. Benefit from
Best Practices and
Functional Fit
Insurance Industry Solution
based on leading customer
experience platform
Fast time to value
Rapid implementation due to
best practices templates
Top line growth
Leverage online channels to
attract business via best-in-class
SEO & OmniChannel
Mitigate Channel
Conflicts
Include Agents & Brokers in the
cross channel purchase process
Achieve higher
Customer Engage-
ment and Premiums
Targeted Customer Experience
optimizing conversion
Reduce Claims &
Service Cost
Online Self Service with native
Call Center Integration
Business Flexibility in
a rapidly changing
environment
Agile Architecture – The last
customer experience platform you‘ll
ever need
Consolidate & Grow
Shield end user experience from
backend complexity across LoBs
and M&A transactions
Benefits are significant

40. Source: Celent
Investment in OmniChannel is Accelerating

41. 75% Insurance Sales Online by 2020
Source: Google

42. 2 Place Multiple Digital Bets and Reward Risk Taking
3 Do Things Differently, Then Do Different Things
1 Know their Customers and Personalize Interactions
4 Digital Talent, Digital Experience, Digital Training
5 Test and Learn Grounded In Analytics
OmniChannel Leaders:

43. Return on Intelligence
Jonathan Kalman
jonathan.kalman@returnonintelligence.com
(610) 585-0285
Thank you
© 2014. Return on Intelligence. All Rights Reserved.