Learn how to make the digital experience relevant, meaningful and engaging.

1. 0
eDynamic, Friday, May 2, 2014
0
CustomerLifecycle
Engagement
forInsurance

2. 1
eDynamic, Friday, May 2, 2014
Agenda
1. Anintroduction
2. Keycustomeracquisitiontrends
3. Ourpointofview-areasofopportunityfor
insurers
4. Howdoyouimproveengagementand
acquisition?

3. 2
eDynamic, Friday, May 2, 2014
DigitalexpertiseforInsurance
Experiencebackedbyexpertiseacrossstrategy,designandtechnology
Whodoweworkwith?
Life,Health,P&C,Specialtyinsurers
sellingtoB2CandB2Bcustomers
10+yearsofexperienceand100+
projectsdelivered
Wehaveaproventrackrecordindigital
solutions
Differentiators
Customeracquisitionmarketing
solutions
Channelenablementsolutions
Agentempowermentsolutions
Sr.QAResource
Richbodyofwork
Workacrosswebsites.portals,digital
marketing
CustomerssuchasNewYorkLife,Aviva,
Bupa,LibertyMutual,Tokio

4. 3
eDynamic, Friday, May 2, 2014
Engagement
Offerings
ServicePortfolio
Strategy
Experience
Design
Technology
Implementation
Websites
Digital
Marketing
Social
Platforms&
Communities
CRM
Digital
Strategy
Mobility and
Gamification
Marketing
Automation
Portals
Analytics
and
Reporting
Intranets
Document
Management
Managed
services
ServicesforInsurance
Demand
Generation
Collaboration

5. 4
eDynamic, Friday, May 2, 2014
4
Keycustomer
acquisitiontrends

6. 5
eDynamic, Friday, May 2, 2014
DidYouKnow?
1. 63% people who bought a financial services product in 2012 researched it online!
[Source : Global Consumer Insurance Survey 2012]
2. 46% of life insurance companies believe that “customers will ultimately leave us” if
theyfailtoembracedigital. [Source : Global Consumer Insurance Survey 2012]
3. Roughly4in5producersin2012agreethattheyaremorewillingtoplacebusinesswith
carriersthatofferusefulwebsites,similartoproducersentimentsfoundinprioryears.
4. Increase of 50% in quote performance can lead directly to a 15% improvement in
conversion,from13%to15%ofconsumersenteringthequoteprocess[Source : Forrester Research]
5. More than two-thirds i.e. 68% of customers who had a positive experience say they
“definitely will” return to the website, compared with 21%percent of those who had a
negativeexperience. [Source : JD Power Rankings]
6. Requestingaquoteandfindingpolicyinformationarethetwomostdifficulttasksamong
onlineinsurancebuyers[Source : JD Power Rankings]

7. 6
eDynamic, Friday, May 2, 2014
Changesaresweepingtheindustry
 Changing Consumer
Thechallengeisto understandwhat
drivescustomerbehaviortodayinallthe
geographies,sectorsandchannelswhere
consumers operate
 Changing Regulation
Asaresultofthefinancialcrisis,regulators
aroundtheglobearefocusingon new
regulations toprotectconsumerintereststhat
insurersneedtocomplywith
 Changing Competition
Competewith directandindirect
aggregators,intermediariesandproviders
 Changing Technology
EmergenceofnewtechnologiesinDigital
suchas marketingautomation,content
marketing,etc.

8. 7
eDynamic, Friday, May 2, 2014
Consumersbuymoredirectlyorviaagents
Source: Bain Consumer Survey 2012
Buying directly from a
carrier or via agents
are still highly
preferred but …
Customers want to be
able to use the channel
convenient to the
moment, whether
that’s a website, call
center or a video chat
with a broker.

9. 8
eDynamic, Friday, May 2, 2014
Pre-Purchase
Research
Purchase
Quote to Buy
Service
Claims
Search
Interactive services- Web Chat, Expert advice
Compare
Products
Relevant
Content
Decision
Support Tools
Instant Query
Assistance
Multiple
Payment
Options
Cross Sell/ Upsell Products
Multi-Channel
Support
Quick
Quote
Instant Query
Assistance
Easy Renewal
Process
Policies available for download
Timely
Notifications
FNOL
Personalized
Profile
Track
Claims
Agent/Broker
Locator
Research
and inquire
about
insurance
products
Get quote, get
detailed
product
information
and buy
product
Premium
payments,
policy
renewal,
claims
assistance
Consider Evaluate Buy Experience Advocate Bond
Cross-Buy Loop
DigitalBuyingLifecycleforInsuranceConsumers

10. 9
eDynamic, Friday, May 2, 2014
HowDigitalPlaysaRole..
1
2
3
4
5

11. 10
eDynamic, Friday, May 2, 2014
ToSumitup..
“Consumers now expect consistent purchasing
experience from national carriers, regional insurers or
agency websites, including instant quoting
capabilities, application prefill, interactive
tools, online configurators, edutainment
videos, and pricing comparisons, and our data
indicates that traditional insurers are working as fast as
they can to provide those online experiences.”
- Forrester Research

12. 11
eDynamic, Friday, May 2, 2014
11
Areasof
Opportunity
OurPointOfView

13. 12
eDynamic, Friday, May 2, 2014
TheMarketer’sView
DIGITAL TOUCH POINTS ACROSS THE ONLINE INSURANCE BUYER JOURNEY
Discovery Awareness Consideration Purchase Retention AdvocacySEO
Email
SEM/ PPC
Social
Ads
Reviews
Insurance
Portal
Search Decisioning Empowerment
SOLUTION ELEMENTS REQUIRED
Search, Social, Display and
email marketing
Portal with quote/RFP, bind
and buy decision enablement
Nurturing and cross- selling
with progressive profiling
Direct Mail
Social Page
(LinkedIn)
Newsletters
Blogs
Website
Testimonials
Newsletters
Acquire RetainEngage
MARKETING GOALS AND KPIS

14. 13
eDynamic, Friday, May 2, 2014
Acquiringcustomerseffectively
edynamic’sCustomerAcquisitionOfferingprovidescarrierswiththeability
togenerate,manage,nurtureanddistributeleadseffectively
Search Decisioning Empowerment
SOLUTION ELEMENTS REQUIRED
Search, Social, Display and
email marketing
Portal with quote/RFP, bind
and buy decision enablement
Nurturing and cross- selling
with progressive profiling
Search
Engine
Optimisation
SEM/ Pay Per
Click
Email
Marketing
Social Media
Marketing
Website
/Mobile Site
Content
Lead
Generation
Email
Marketing
Recommenda
tions and
cross-selling
Persona
based Selling
Integration
with backend
systems
Online
Payment
Agency Sites
Cross-Selling
Renewal/
Reminders
Claim
Tracking
Financial
Planning
Tools
Customer
Portals
My Profile
Goals :
Acquire More Leads
Goals :
Convert leads to customers
Goals :
Retain and Cross-Sell

15. 14
eDynamic, Friday, May 2, 2014
1. Thecustomerischangingchannels whilebuyingInsurance–Web,
Mobile,AgentInteraction,Social
2. DigitalandSocialchannelsinfluence ofconsumerdecisionsmade
duringtheconsiderationphaseofbuyingcycle
3. Consumersarebecomingmoreindependent butexpectthe“Agent
like”consultativeexperienceonline
4. Consumers demandgreatersimplicityandtransparencytohelpthem
makebetterinformeddecisionsandtakegreatercontrolofthe
purchasingprocess.
5. Customerscarrymentalmodelsfromnon-financialindustriesand
increasinglyexpectthesamefrominsurerssuchasGamification,
Rewards,etc.
OurPOVonCustomerEngagement

16. 15
eDynamic, Friday, May 2, 2014
Customerswantsimplicity,visibilityandcontrol.Thisbehavioralchangeis
moreprominentamongyoungercustomers
 Understandwhothecustomer is:Understand
customersegmentsandhowtheybuy
 Beaconsultanttothecustomer :Suggest
productsinlinewiththeneeds
 Simplifyproductsthataresoldonline:
Gamification,policydetails
 ConnectonMultiplechannels:enable
customertoswitchchannelsseamlesslyand
withoutlosinginformation
 Provideconnectwiththerightintermediaryfor
complexproducts
 Encouragedialoguebetweencustomerson
productsandservices
Research and compare
various policies
view policy details,
make policy changes
Pay premium bills
Contact agents/brokers
Self-service portal Cross-Sell Opportunities
Key Functions on Digital
Search for the right
policy
Getting Educated about
the nuances of policies
Consult financial
Advisors
Review what other
customers are buying
Premium Quote/
Calculation
Gamification and
Decisioning Tools
OurPOV:HowMarketersMustRespond..

17. 16
eDynamic, Friday, May 2, 2014
16
Howdoyouimprove
engagementand
acquisition?

18. 17
eDynamic, Friday, May 2, 2014
OBJECTIVES
 BasicPresence on
web
 KPIs aretraffic
related
ELEMENTS
Website |Newsletter |
Analytics |Search
Entry Stage
OBJECTIVES
 Grow revenues
directly, withagencies
 KPIs aretied to
business growth
ELEMENTS
Website |Mobile|
Cross- channel Analytics
|Sales Enablement |
Outsourced
SEO/SEM/SMO
Tactical Stage
OBJECTIVES
 Optimising web
engagement with
digital platforms such
asCMS&marketing
automation
 KPIs aretied to
effective demand gen
ELEMENTS
Website |Mobile|
Analytics |Campaign
Management |CMS
Marketing Automation
Automation Stage
1
2
3
4
5
OBJECTIVES
 Nurture prospects
andcustomers to
close sales
 KPIs aretied to
revenue, leads &
progress
ELEMENTS
Website |Mobile|
Analytics |
Segmentation |
Targeting |Overall
Digital Automation
OBJECTIVES
 Online/Offline
channel Integration
 KPIs aretied to
business growth, sales,
offline online
integrated analytics
ELEMENTS
Integrated Marketing
Technology |Offline/
Online Analytics |
Seamless Customer
profiling andtargeting
Optimisation Stage
Closed Loop Stage
OurPerspective: Improvingengagementandacquisition
1.AssessyourMaturityLevel

19. 18
eDynamic, Friday, May 2, 2014
OurPerspective: Improvingengagementandacquisition
2.CreateyourDigitalMarketingTacticsStrategy
Identified
Prospect
Anonymous
Prospect
Existing
Customer
Understand Customer Personas
Create Content Strategy Determine Digital Touch Points
Map to Buying Journeys
Search
Web
Email
Social
Partner
Sites
Newsletters
Blogs
Website
Testimonials
Reviews
Social Ads
Surveys
Surveys

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eDynamic, Friday, May 2, 2014
OurPerspective: Improvingengagementandacquisition
Responsivedesign(Devices)
 Onewebsite:Notaseparatemobileand
desktopsite
 HTML5&CSS3:Newtechnologiesto
createsitesthatrespondtoscreensizes
andorientation
 Futureproofing:Doyouknowwhatis
next?
TargetedExperience(Personas)
 ExplicitTargeting- HaveSeparate
sections,navigationfordifferentusers
 ImplicitTargeting -Understandtheuser
withclick-streamanalysis,IPbased
targetingetc.toserverelevantcontent
DemandGeneration
 DefinetheLifecycleofDemand:
Multi-channel,multi-touch
automatedprogramtemplate
creation
 DeterminetheLeadQualification
criteria:LeadScoring,nurturingand
overallmechanism
ContentManagement
 Therightcontent,therighttime,
therightdevice—visitorshaveit
theirway
 Presentmessagingtheevokes
specificactions--thenextsteps
3.MaptotheRightTechnologyElements

21. 20
eDynamic, Friday, May 2, 2014
OurPerspective: Improvingengagementandacquisition
Consider Evaluate Buy Experience Advocate Bond
Understand User
Personas
Progressively
profile, personalize
experience and
content
Map the Content
to be served at
each stage
Blog
New
Product
Specs
Finance
analysis
tools
Score
leads/prospects
and nurture
Identified
Prospect
Anonymous
Prospect
Existing
Customer
Handover more
sales ready leads
to Sales
9
7
6
4.ContinuousImprovementandMonitoringwithLeadScoringandNurturing

22. 21
eDynamic, Friday, May 2, 2014
Connectwithus
1-877-339-6264
www.edynamic.net
contact@edynamic.net
twitter.com/edynamic
youtube.com/1999dynamic
facebook.com/edynamic.net