O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.
Pascal Spelier, July 16th 2014
Customers want an All Channel Experience
2	
  
3	
  
Three drivers for change
Changing
customer
behaviour
New
technology
Changing
regulations &
legislation
4	
  
The customer wants change
	
  
Lack of trust has changed the relationship between 
Insurers, banks and customer

The...
5	
  
Technology creates new opportunities
	
  
25 years ago, introduction of internet

10 years ago, introduction of soci...
6	
  
Regulations limit opportunities
	
  
Basel III

Solvency II

Local regulations & legislation
7	
  
It is not the strongest of the
species that survives,
nor the most intelligent
that survives. 
It is the one that is...
8	
  
Inside Out → Paradigma Shift → Outside In 
Single Channel

Customers experience single
touch point.

Insurers have a...
9	
  
Do you have the right cards 
for an All Channel Experience (ACE)?
10	
  
Is the insurance industry ready for
a digital transformation?
11	
  
Digirati: 9% more turnover, 
26% more profit
12	
  
Customer understanding
Customer touch points
Top line growth
Worker enablement
Performance management
Process digit...
13	
  
Customer understanding
Customer touch points
Top line growth
Worker enablement
Performance management
Process digit...
14	
  
Customer understanding
Customer touch points
Top line growth
All Channel
Experience
Customer Experience
Your buildi...
15	
  
Customer understanding
Customer touch points
Top line growth
All Channel 
Experience
Customer Experience
Your build...
16	
  
Product/service
differentiation
Employee
satisfaction
Process efficiency
Process effectiveness
-‐ Customer
satisfac...
17	
  
Price
Product
Service
(Digital)
Customer
Experience
The road to loyal
customers
‘Commodity’
 Distinctive by ‘value ...
18	
  
Customer
Life Cycle
Awareness
 Orientate
 Purchase
 Receive
 Use
 Service
Advise
Creating a seamless 
(Digital) Cus...
19	
  
Customer
Life Cycle
Awareness
 Orientate
 Purchase
 Receive
 Use
 Service
Each Customer Journey has a 
Customer- & ...
20	
  
‘Beware of putting
lipstick on a
pig‘‘
21	
  
How to become
really digital?
FRONTEND
hello customer
ISN’T THIS
ENOUGH?
self
directed
CAN I INSURE
MYSELF?
the cus...
22	
  
Customer
Journey
Awareness
Oriëntation 
& comparing
Advice
 Insure
Advice 
prevention
Damage 
& claiming
Technology...
23	
  Credits:	
  Yvonne	
  Kroese	
  
To Measure is to know
Quantified Self
24	
  
25	
  
26	
  
Pay As You Drive
Insurance
per mile
27	
  
Pay How 
You Drive Insurance
28	
  
29	
  
30	
  
31	
  
Warning
Smoke or CO2 detection
32	
  
The Sharing Economy:
sharing is the new buying
33	
  
34	
  
35	
  
What if cars don’t
clash anymore?
36	
  
This Mercedes S-‐klasse
can drive by itself, 
well… almost
37	
  
For $ 10.000,- every car can drive
by itself
38	
  
39	
  
Customer understanding
Customer touch points
Top line growth
All Channel 
Experience
Customer Experience
Your build...
40	
  
Integrating and
optimizing the
commercial-‐
and service
activities in 
channels
41	
  
Customer Experience
(Social) Behavior
(Big) Data
Intelligence
What Makes Homer Click?
Observations
42	
  
Cross-channel ‘Marketing’ 
Engine Observation
(data &
information)

Trigger
(right message,
right channel)
Interpre...
43	
  
Cross-channel ‘Marketing’ 
Engine Observation
(data &
information)

Trigger
(right message,
right channel)
Interpre...
44	
  
Our view of the customer should
be a collection of observations
45	
  
Observations…
… in the de customer journey
(also outside the borders of the organization!)

… in processes

… in tr...
46	
  
The gap of untapped Big Data
23%	
  
Usefulif
Tagged
and
Analyzed
3%	
  
Tagged
0,5%	
  
Analyzed
Source: IDC’s Dig...
47	
  

“Big data management is not viewed strategically at senior levels of the
organization.”
56%

“The issue for us is ...
48	
  
Cross-channel ‘Marketing’ 
Engine Observation
(data &
information)

Trigger
(right message,
right channel)
Interpre...
49	
  
Age, income,
location
Transactions
Products/
services
bought
Property,
unemployment
Preferences
regarding
products/...
50	
  
The future marketeer is 
a nerd with empathy
Privacy as a
currency
51	
  
‘Feature’ Vector Customer X: (A,B,C,D,E,....K)
Share of wallet
Preferred
channels
Churn
Life events
Next best sell
...
52	
  
More rocket science:
clustering
Bron: IBM
53	
  
Data-driven
persona’s
Rank
 Action Cluster
 % of
Customers
% of Spend
1
 Brand lovers
 7%
 35%
2
 Regular customers...
54	
  
Cross-channel ‘Marketing’ 
Engine Observation
(data &
information)

Trigger
(right message,
right channel)
Interpre...
55	
  
richness
 -‐
 +
confidential
 -‐
 +
urgent
 later
 now 
relevant
 1-‐n 
 1-‐1
intrusive
 -‐
 +
archive
 -‐
 +
richn...
56	
  
Cross-channel ‘Marketing’ 
Engine Observation
(data &
information)

Trigger
(right message,
right channel)
Interpre...
57	
  
The future marketeer is 
a nerd with empathy
58	
  
Customer understanding
Customer touch points
Top line growth
All Channel 
Experience
Customer Experience
Your build...
59	
  
Channel Introduction
 Channel Optimization
 Channel Migration
 Channel Rationalization

Channel Integration
Focus o...
60	
  
Channel Introduction
 Channel Optimization
 Channel Migration
 Channel Rationalization

Channel Integration
Focus o...
61	
  

Leveraging mobile’
62	
  
We Never
Looked up
63	
  
“Yes, they’ve got WiFi here”
64	
  
Isn’t it time for a 
mobile strategy?
Plateau	
  →	
  
Time	
  →	
  
“I	
  want	
  an	
  app	
  too”	
  
Mobile	
  ...
65	
  
Isn’t it time for a
mobile strategy?
Plateau	
  →	
  
Time	
  →	
  
“I	
  want	
  an	
  app	
  too”	
  
Mobile	
  1...
66	
  
Report car damage
by using mobile
67	
  
‘Mobile first’ insurer
68	
  
Digital
scanning of
healthcare bills
69	
  
Your website 
Anytime, Everywhere?
70	
  
Customer understanding
Customer touch points
Top line growth
Worker enablement
Performance management
Process digit...
71	
  
Customer understanding
Customer touch points
Top line growth
Worker enablement
Performance management
Process digit...
72	
  
Customer understanding
Customer touch points
Top line growth
Worker enablement
Performance management
Process digit...
73	
  
Customer understanding
Customer touch points
Top line growth
Worker enablement
Performance management
Process digit...
74	
  
We can help insurers to 
become a Digirati
75	
  
76	
  
What is your most important…
77	
  
Pascal	
  Spelier	
  
	
  
Managing	
  Consultant	
  
All	
  Channel	
  Experience	
  
Banking	
  &	
  Insurance	
 ...
Próximos SlideShares
Carregando em…5
×

20140716 presentation all channel experience insurance slideshare v1.0

3.329 visualizações

Publicada em

On the 16th of July I visited Portugal and presented at two insurance companies. This presentation is about creating an All Channel Experience in the insurance industry based on the building blocks for a digital organization of Capgemini Consulting in cooperation with MIT. The presentation focusses on one of the pillars of the digital model: customer experience. The presentation contains also slides about relevant trends: quantified self, sharing economy, big data, cross channel marketing, mobile, et cetera. Are you interested in the voice over of the presentation or do you want to invite me for presenting this presentation at your organization? Don't hesitate to contact me: pascal.spelier(at)capgemini(dot)com,

Publicada em: Economia e finanças
  • Entre para ver os comentários

20140716 presentation all channel experience insurance slideshare v1.0

  1. 1. Pascal Spelier, July 16th 2014 Customers want an All Channel Experience
  2. 2. 2  
  3. 3. 3   Three drivers for change Changing customer behaviour New technology Changing regulations & legislation
  4. 4. 4   The customer wants change   Lack of trust has changed the relationship between Insurers, banks and customer The credit crisis changed the purchase drivers Traditional insurance customer is shifting to A new generation insurance customer Customers demand transparency and simplicity Customers become more and more self-‐directed Social medial create a fundamental shift in the way we communicate
  5. 5. 5   Technology creates new opportunities   25 years ago, introduction of internet 10 years ago, introduction of social media 5 years ago, introduction of smartphones Big data Quantified self Internet of things
  6. 6. 6   Regulations limit opportunities   Basel III Solvency II Local regulations & legislation
  7. 7. 7   It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change. - Darwin -
  8. 8. 8   Inside Out → Paradigma Shift → Outside In Single Channel Customers experience single touch point. Insurers have a single type of touch point. Multi Channel Customer sees multiple touch points independently Channels are functional & technical silos). Cross Channel Customer sees multiple touch points as part of the same brand. Single view but insurers operate in functional silo’s. All Channel experience Customers experience a brand, not a channel within a brand. ACE is about engaging with customers at every stage of the journey in all their channels
  9. 9. 9   Do you have the right cards for an All Channel Experience (ACE)?
  10. 10. 10   Is the insurance industry ready for a digital transformation?
  11. 11. 11   Digirati: 9% more turnover, 26% more profit
  12. 12. 12   Customer understanding Customer touch points Top line growth Worker enablement Performance management Process digitization Digital globalization New digital businesses Digitally-‐modified businesses Digital Capabilities All Channel Experience Customer Experience Operational Process Customer Experience Business Model Your building blocks to a digital organization
  13. 13. 13   Customer understanding Customer touch points Top line growth Worker enablement Performance management Process digitization Digital globalization New digital businesses Digitally-‐modified businesses Digital Capabilities All Channel Experience Customer Experience Operational Process Customer Experience Business Model Your building blocks to a digital organization
  14. 14. 14   Customer understanding Customer touch points Top line growth All Channel Experience Customer Experience Your building blocks to a digital organization Customer Insights & Customer Journey (Digital) Marketing & Sales (Digital) Channel Strategy
  15. 15. 15   Customer understanding Customer touch points Top line growth All Channel Experience Customer Experience Your building blocks to a digital organization Customer Insights & Customer Journey (Digital) Marketing & Sales (Digital) Channel Strategy
  16. 16. 16   Product/service differentiation Employee satisfaction Process efficiency Process effectiveness -‐ Customer satisfaction -‐ NPS -‐ Sales -‐ Share of wallet -‐ Retention -‐ Referral -‐ NPS -‐ Growth revenue -‐ Market share -‐ Profitability -‐ Share holder value People Product/service offering Process Customer Experience Customer Behaviour High level company KPI’s Leading indicators Lagging indicators Changesinregulationsandtechnology developments Context Source: based on Schmitt – Managing the Customer Experience Determine your motivation for improving customer experience
  17. 17. 17   Price Product Service (Digital) Customer Experience The road to loyal customers ‘Commodity’ Distinctive by ‘value added services’
  18. 18. 18   Customer Life Cycle Awareness Orientate Purchase Receive Use Service Advise Creating a seamless (Digital) Customer Experience by (re)designing the Customer Journey
  19. 19. 19   Customer Life Cycle Awareness Orientate Purchase Receive Use Service Each Customer Journey has a Customer- & organization side    Processes Midoffice Customer Relationship Management Customer Financial Management Document Management Communication Management Business Process Management Security Advise
  20. 20. 20   ‘Beware of putting lipstick on a pig‘‘
  21. 21. 21   How to become really digital? FRONTEND hello customer ISN’T THIS ENOUGH? self directed CAN I INSURE MYSELF? the customer is becoming part of the processes! only decoration?
  22. 22. 22   Customer Journey Awareness Oriëntation & comparing Advice Insure Advice prevention Damage & claiming Technology Life events / Products / Services Voice of the customer: I want..., I need... Voice of the employee: I want..., I need... Service Renew insurance Car Insurance
  23. 23. 23  Credits:  Yvonne  Kroese   To Measure is to know Quantified Self
  24. 24. 24  
  25. 25. 25  
  26. 26. 26   Pay As You Drive Insurance per mile
  27. 27. 27   Pay How You Drive Insurance
  28. 28. 28  
  29. 29. 29  
  30. 30. 30  
  31. 31. 31   Warning Smoke or CO2 detection
  32. 32. 32   The Sharing Economy: sharing is the new buying
  33. 33. 33  
  34. 34. 34  
  35. 35. 35   What if cars don’t clash anymore?
  36. 36. 36   This Mercedes S-‐klasse can drive by itself, well… almost
  37. 37. 37   For $ 10.000,- every car can drive by itself
  38. 38. 38  
  39. 39. 39   Customer understanding Customer touch points Top line growth All Channel Experience Customer Experience Your building blocks to a digital organization Customer Insights & Customer Journey (Digital) Marketing & Sales (Digital) Channel Strategy
  40. 40. 40   Integrating and optimizing the commercial-‐ and service activities in channels
  41. 41. 41   Customer Experience (Social) Behavior (Big) Data Intelligence What Makes Homer Click? Observations
  42. 42. 42   Cross-channel ‘Marketing’ Engine Observation (data & information) Trigger (right message, right channel) Interpretation (intelligence) Reaction (call to action)
  43. 43. 43   Cross-channel ‘Marketing’ Engine Observation (data & information) Trigger (right message, right channel) Interpretation (intelligence) Reaction (call to action)
  44. 44. 44   Our view of the customer should be a collection of observations
  45. 45. 45   Observations… … in the de customer journey (also outside the borders of the organization!) … in processes … in transactions … in the context
  46. 46. 46   The gap of untapped Big Data 23%   Usefulif Tagged and Analyzed 3%   Tagged 0,5%   Analyzed Source: IDC’s Digital Universe, sponsored by EMC, December 2012
  47. 47. 47   “Big data management is not viewed strategically at senior levels of the organization.” 56% “The issue for us is now not the growing volumes of data, but rather being able to analyze and act on data in real-‐time.” 84% Source: Report ‘The Deciding Factor:Big Data & Decision Making’, Capgemini en Economist Intelligence Unit, June 2012 Three biggest impediments:   1) Too many silo’s, data is not pooled 2) Lack of skilled people to analyze the data 3) Time taken to analyze large data sets
  48. 48. 48   Cross-channel ‘Marketing’ Engine Observation (data & information) Trigger (right message, right channel) Interpretation (intelligence) Reaction (call to action)
  49. 49. 49   Age, income, location Transactions Products/ services bought Property, unemployment Preferences regarding products/services Preferred channels Sustainable customer relation Last product bought and value Engagement with different media ‘Depth’ of product categories Behaviour regarding recurring sales or switch Use of services Taking part in loyalty program Customer DNA Traditionally Use devices
  50. 50. 50   The future marketeer is a nerd with empathy Privacy as a currency
  51. 51. 51   ‘Feature’ Vector Customer X: (A,B,C,D,E,....K) Share of wallet Preferred channels Churn Life events Next best sell Et cetera Customer DNA Derived from data Bron: IBM
  52. 52. 52   More rocket science: clustering Bron: IBM
  53. 53. 53   Data-driven persona’s Rank Action Cluster % of Customers % of Spend 1 Brand lovers 7% 35% 2 Regular customers 12% 15% 3 Online ‘socialites’ 8% 14% 4 ‘Poor’ customer 7% 6% 5 Promising customers 2% 7% 6 Make me an offer 11% 5% 7 Negotiators 2% 4% 8 Try and find me 5% 2% 9 Non loyalists 36% 8% 10 Spoiled customers 1% 2% 11 I’ll be back, maybe 3% 1% 12 Just looking, not buying 6% 1%
  54. 54. 54   Cross-channel ‘Marketing’ Engine Observation (data & information) Trigger (right message, right channel) Interpretation (intelligence) Reaction (call to action)
  55. 55. 55   richness -‐ + confidential -‐ + urgent later now relevant 1-‐n 1-‐1 intrusive -‐ + archive -‐ + richness -‐ + confidential -‐ + urgent later now relevant 1-‐n 1-‐1 intrusive -‐ + archive -‐ + Message Channel Match Find the ideal match between message and channel
  56. 56. 56   Cross-channel ‘Marketing’ Engine Observation (data & information) Trigger (right message, right channel) Interpretation (intelligence) Reaction (call to action)
  57. 57. 57   The future marketeer is a nerd with empathy
  58. 58. 58   Customer understanding Customer touch points Top line growth All Channel Experience Customer Experience Your building blocks to a digital organization Customer Insights & Customer Journey (Digital) Marketing & Sales (Digital) Channel Strategy
  59. 59. 59   Channel Introduction Channel Optimization Channel Migration Channel Rationalization Channel Integration Focus on the right (digital) channel strategies
  60. 60. 60   Channel Introduction Channel Optimization Channel Migration Channel Rationalization Channel Integration Focus on the right (digital) channel strategies
  61. 61. 61   Leveraging mobile’
  62. 62. 62   We Never Looked up
  63. 63. 63   “Yes, they’ve got WiFi here”
  64. 64. 64   Isn’t it time for a mobile strategy? Plateau  →   Time  →   “I  want  an  app  too”   Mobile  1.0  ‘quick  &  dirty’   Mobile  2.0  ‘neatly  integrated’   Mobile,  leveraging  touch  points   1   2   3   4  
  65. 65. 65   Isn’t it time for a mobile strategy? Plateau  →   Time  →   “I  want  an  app  too”   Mobile  1.0  ‘quick  &  dirty’   Mobile  2.0  ‘neatly  integrated’   Mobile,  leveraging  touch  points   1   2   3   4   Online ________
  66. 66. 66   Report car damage by using mobile
  67. 67. 67   ‘Mobile first’ insurer
  68. 68. 68   Digital scanning of healthcare bills
  69. 69. 69   Your website Anytime, Everywhere?
  70. 70. 70   Customer understanding Customer touch points Top line growth Worker enablement Performance management Process digitization Digital globalization New digital businesses Digitally-‐modified businesses Digital Capabilities All Channel Experience Customer Experience Operational Process Customer Experience Business Model Your building blocks to a digital organization
  71. 71. 71   Customer understanding Customer touch points Top line growth Worker enablement Performance management Process digitization Digital globalization New digital businesses Digitally-‐modified businesses Digital Capabilities All Channel Experience Customer Experience Operational Process Customer Experience Business Model Your building blocks to a digital organization
  72. 72. 72   Customer understanding Customer touch points Top line growth Worker enablement Performance management Process digitization Digital globalization New digital businesses Digitally-‐modified businesses Digital Capabilities All Channel Experience Customer Experience Operational Process Customer Experience Business Model Your building blocks to a digital organization
  73. 73. 73   Customer understanding Customer touch points Top line growth Worker enablement Performance management Process digitization Digital globalization New digital businesses Digitally-‐modified businesses Digital Capabilities All Channel Experience Customer Experience Operational Process Customer Experience Business Model Your building blocks to a digital organization
  74. 74. 74   We can help insurers to become a Digirati
  75. 75. 75  
  76. 76. 76   What is your most important…
  77. 77. 77   Pascal  Spelier     Managing  Consultant   All  Channel  Experience   Banking  &  Insurance     Reykjavikplein    1,   Utrecht,    The  Netherlands     Mobile:+31  (0)  6  53  29  90  17   pascal.spelier@capgemini.com   Thank you! @spelier

×