เอกสารบรรยายในงานสัมมนา CRM สำหรับธุรกิจประกัน โดย คุณนาวิก นำเสียง กรรมการผู้จัดการ บริษัท ซันเด โซลูชันส์ จำกัด

1. CRM for Insurance Industry
CRM for Ins rance Ind str
Mr. Navik Numsiang
Managing Director
Sundae Solutions Co., Ltd.

2. Insurance Industry Situations
Insurance Industry Situations
a complex and
a complex and
competitive The big fish Acquisitions or
environment tinged dominate the sector mergers
with little stability
with little stability
selling insurance Internet &
facing the toughest
policies has become
policies has become
economic conditions Social Media
an option for banks
Instinctive reaction
to cut all strategic
projects and wait
until things improve

3. Why CRM?
Why CRM?
CRM is a business
strategy designed to
optimise profitability,
profitability
revenue and
customer satisfaction
Gartner
Management Tools & Trends 2010 by Bain & Co.
Management Tools & Trends 2010 by Bain & Co

4. Why CRM?
Why CRM?
Helps protect revenue streams from
your current customers
CRM is a business Provides you with a 360 degree view
id ih d i
strategy designed to of customer interaction across sales,
optimise profitability,
profitability marketing, service and finance
marketing, service and finance
revenue and functions
customer satisfaction
Gartner

5. 360 Degree Customer View
360 Degree Customer View

6. Why CRM?
Why CRM?
Helps protect revenue streams from
your current customers
CRM is a business Provides you with a 360 degree view
strategy designed to of customer interaction across sales,
optimise profitability,
profitability marketing, service and finance
k df
revenue and
functions
customer satisfaction
Enables you to unearth latent revenue
Enables you to unearth latent revenue
Gartner opportunities
Equips your sales team to deliver
q p y
highly focussed business development
programmes
Replaces sporadic interaction with
true customer lifecycle management

7. The Formula for Success
in Insurance Industry
Gain a
Unified
Enterprise
View of
Customers
Retain
Customers
Customers
With Great
Service
Control Costs
Control Costs
While You
Expand

8. The 1st Formula for Success
Gain a Unified Enterprise
Gain a Unified Enterprise
View of Customers
View of Customers
Gain a
Unified
Enterprise
Enterprise
View of
Customers
Retain
Customers
Customers
With Great
Service
Control Costs
While You
Expand

9. Gain a Unified Enterprise View of
Customers
Is It Your View of Customers?
Is It Your View of Customers?
Sales
Management Call Claim
Centre
Centre Management
Policy
Sales People Management
Account
Management
Marketing
M k ti
Management
Finance
Billing Marketing

10. Gain a Unified Enterprise View of
Customers
Corporate Data

11. A single, complete, real‐time
enterprise view
Personalized service can be the differentiating factor that
g
retains good customers and reduces churn—an
important goal, given that customer retention is profitable
important goal, given that customer retention is profitable
and new customer acquisition can be expensive.

12. The 2nd Formula for Success
Retain Customers with
Retain Customers with
Great Service
Great Service
Gain a
Unified
Enterprise
Enterprise
View of
Customers
Retain
Customers
Customers
With Great
Service
Control Costs
While You
Expand

13. Unified Enterprise Advanced Level of
View of Customers Understanding
g
• Know Your • Predict
Customers customer
behavior and
align
marketing,
marketing,
cross‐selling
and up selling
and up‐selling
efforts

14. A three‐step process for
Predicting Customer Behavior
Profiling
fl Modeling
d l Scoring

15. Customer Classification
Customer Classification

16. Retain Customers with Great Service
Retain Customers with Great Service
• The more products you can
The more products you can
sell to a given customer, the
less apt he/she is to migrate
less apt he/she is to migrate
to another provider.
• The longer a policyholder
The longer a policyholder
remains a customer, the less
frequently he/she submits a
frequently he/she submits a
claim.
• All of these factors
contribute to improved
ib i d
profitability.

17. The Last Formula for Success
Control Costs
Control Costs
While You Expand
While You Expand
Gain a
Unified
Enterprise
Enterprise
View of
Customers
Retain
Customers
Customers
With Great
Service
Control Costs
While You
Expand

18. Business Expansion !
Business Expansion !
• Increased assets
Increased assets
g g p
• Broader geographic reach to
new customers
But…
how does an insurance
how does an insurance
company grow without
sacrificing profitability?

19. The Key for Business Expansion
The Key for Business Expansion
Right • To enable your agents, representatives and
brokers to identify and spend the right amount on
Opportunity each opportunity
each opportunity
Most cost‐ • To use the most cost‐effective channels without
effective sacrificing a high level of customer service for
different target audiences and desired behaviors
diff tt t di dd i db h i
channels
Automated • Automation of the more mundane insurance
Process business processes
business processes

20. The Key for Business Expansion
The Key for Business Expansion
Right • To enable your agents, representatives and
brokers to identify and spend the right amount on
Opportunity each opportunity
each opportunity
Most cost‐ • To use the most cost‐effective channels without
effective sacrificing a high level of customer service for
different target audiences and desired behaviors
diff tt t di dd i db h i
channels
Automated • Automation of the more mundane insurance
Process business processes
business processes

21. Multi Channel CRM
Multi‐Channel CRM

22. Email Marketing and
Email Marketing and
CRM

23. What’s Good about Email Marketing?
What s
• Highly targeted
• Immediate
• Measurable
• Reach
• Cost Effective

24. Email Campaign Results
Email Campaign Results

25. Mobile CRM
Mobile CRM

26. ROI for Mobile CRM
ROI for Mobile CRM

27. Mash‐up to CRM

28. Mash-ups to CRM
Mash ups
A mash up is a web application
mash-up
that combines data from more
than one source into a single
integrated view.
g
Content used in mash-ups is
typically sourced from a third
party via a Widget or API (web
service).
• Minimized application data
management
• Reduced development effort
Make CRM SMARTER

29. Most Popular Mash‐up
Most Popular Mash up

30. Mash‐ups to CRM Dashboard
Mash ups to CRM Dashboard

31. Social CRM
Social CRM

32. Social CRM
Social CRM
Manage your social media di tl f
M i l di directly from CRM f
for
Twitter, Facebook and LinkedIn
Web 2.0 stimulated fundamental
changes in consumer behavior
Interactions between customer and
brands starting earlier and never ending
New behavior patterns demand a new
strategy, better segmentation, new
strategy better segmentation new
channels and targeted messages and
review of current customer facing
business processes

33. The Key for Business Expansion
The Key for Business Expansion
Right • To enable your agents, representatives and
brokers to identify and spend the right amount on
Opportunity each opportunity
each opportunity
Most cost‐ • To use the most cost‐effective channels without
effective sacrificing a high level of customer service for
different target audiences and desired behaviors
diff tt t di dd i db h i
channels
Automated • Automation of the more mundane insurance
Process business processes
business processes

34. Automated Process
Automated Process

35. Wrap Up
Wrap Up
Turn challenges into
Turn challenges into
strategic competitive Gain a
Gain a
advantage and Unified
Enterprise
View of
enhance their long‐
enhance their long‐ Customers
term viability and Retain
Customers
With Great
With Great
profitability Service
Control
Costs While
You Expand

36. Thank You
Thank Yo
Mr. Navik Numsiang
M N ik N i
navik@sundae.co.th
Sundae Solutions Co., Ltd.
Tel. 66 2634 8899
Fax 66 2634 8896
Website: www.sundae.co.th