The document discusses how CRM, ERP, and cloud integration can help insurance sales. It describes an Italian insurance distribution model and the goals of insurance companies and agencies. It outlines challenges like agents not sharing customer info and outdated IT systems. The proposed solution is a SugarCRM cloud system to streamline sales processes, close data gaps, and reduce digital divides. Benefits include cost savings, increased income, and better coordination between insurance companies and agencies.

1. CLOUD
CRM, ERP and the Cloud:
How Integration Helps Insurance Sales

2. Enrico Maggi
Opensymbol CEO, #enricomaggi,
www.opensymbol.it
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3. About us
 Opensymbol is the only SugarCRM Gold Partner in
Italy (out of a total of 12)
 25 employees (90% of which fully involved in
SugarCRM)
 Focused in Insurance and Automotive markets
 We’re one of the 12 Partner Advisory Board
members
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4. Scenario
Italian distribution model (it’s similar to other countries)
 Agencies are linked to a specific insurance company
 Agencies are owned by independent entrepreneurs
 Rules are currently changing in order to increase
competition
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5. Goals
 Insurance companies want to:
Retain good customers
Turn bad customers in to good customers
Conquest new good customers
Mantain a good and loyal relationship with agencies
Increase distribution model efficency
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6. Goals
 Agencies want to:
Retain customers
Conquest new customers
Get cost savings
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7. What’s needed: customer informations
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8. Challenges
 Agents are not willing to share customer infos
 A “new mentality” is required
 Agents have low IT skill
 Ins. Companies are usually big
with very slow decision processes
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9. Opportunities
 Existing corporate IT solutions are:
Old and user unfriendly
Focused on policy, not customer
Not integrated (different sw for different
processes)
Accessible just if you are inside the company
network
 Agents are becoming aware that a
change is required
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10. Opportunities
 Social networks can help gathering fresh customer
informations
 New devices (e.g. iPad) are allowing easy access to
informations while in mobility
 New technologies help building
relationships
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11. The solution: SugarCRM for B2B2C (or PRM)
 Close the gap between corporate marketing activities
and distribution network (partners)
 Close the gap between customer infos gathering
point (partners) and corporate marketing
 Reduce the “digital divide” that prevents agents
executing effective local campaign
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12. The solution: SugarCRM for B2B2C (or PRM)
 Streamline all sales processes:
Budgeting top down across the sales network
Real time forecast
Real time KPI
All in one information system
 Streamline all backoffice processes
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13. Remember: it’s not all about software
Mr. Marco Boni (Chief Marketing, Zurich Italy) interview
Il giornale delle assicurazioni
(January, 2010)
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14. The solution
Most of the data you can see contained in the following
SugarCRM screenshots are nightly gathered from
central DWH via an ETL and then properly organized
and displayed for user convenience.
The solution is a perfect mix between data coming from
Corporate ERP and data that are created at CRM level.
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15. The solution
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16. The solution
Screenshots
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17. Benefits for the insurance company
Popular functionalities Cost savings More Income
Marketing (HQ) DEM / Campaings Mass mailing (no external Increased campaign
Redemption Analysis cost) effectiveness thanks to
Link with agencies Lower need of scheduled redemtpion monitoring = more
Propensity indicators communication with agencies contracts
More focused target lists =
higher conversion rate
Propensity indicator drives more
sales
Sales (HQ, Area Top down target Lower need of scheduled Focus on agencies that need
assigment communication with agents more help = more deals are
Manager, Sales Target monitoring Less travels closed
Manager) Production monitoring Less phone calls Better coordination = more deals
Income monitoring are closed
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18. Benefits for the agencies
Popular functionalities Cost savings More Income
Focus on persons that need more help = more
9. Top down target assigment Less need of “on line” communication
deals are closed
10. Target monitoring Less phone calls Faster adattamento to market changes
Agency (Management) More time can be spend in planning = more
11. Production monitoring
sales
Availability of the system outside the office =
12. Income moniitoring
more productive people
13. Opportunity monitoring Real time pipeline = more sales
14. Customer data / prospect data Reduced time to access the nformation
Information are more quickly processe =
Agency (BackOffice) 15. 360 customer infos Reduced access to corporate IT tools increased number of opportunity, reduced
number of lost opportunities
16. Shared calendar Streamlined processes
Il cliente viene subito riconosciuto = più
17. Customer data sheet Riduzione tempo di accesso all’informazione
fidelizzazione
Agency (FrontOffice) Riduzione accessi ai sistemi informativi di Il front office può carpire e registrare info
18. 360 customer infos
compagnia preziose per il venditore = più vendite
19. Shared calendar
Focus on customer needs (eg. Proponsity
20. Customer data sheet Reduced effort to prepare visits
indicator) = more contracts
21. 360 customer infos Less useless trips Availability out of office = more productve
Agency (salesforce) Focus on more profitable customers = more
22. Shared calendar Less useless phne calls
margins
23. Opportunity management Reduced effort to backoffice
24. Performance control
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19. References in Italy
700 users 1,200 users 100 users
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21. #SCON12
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