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

CLOUD

Enrico Maggi

Opensymbol CEO, #enricomaggi, www.opensymbol.it

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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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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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Goals

Insurance companies want to:Retain good customersTurn bad customers in to good customersConquest new good customersMantain a good and loyal relationship with agenciesIncrease distribution model efficency

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Goals

Agencies want to:Retain customersConquest new customersGet cost savings

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What’s needed: customer informations

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Challenges

Agents are not willing to share customer infos

A “new mentality” is required

Agents have low IT skill

Ins. Companies are usually bigwith very slow decision processes

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Opportunities

Existing corporate IT solutions are:Old and user unfriendlyFocused on policy, not customerNot 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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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 buildingrelationships

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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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Marketing

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The solution: SugarCRM for B2B2C (or PRM)

Streamline all sales processes:Budgeting top down across the sales networkReal time forecastReal time KPIAll in one information system

Streamline all backoffice processes

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Sales

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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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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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The solution

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The solution

Screenshots

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Benefits for the insurance company

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Benefits for the agencies

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  Popular functionalities  Cost savings  More Income 

Agency (Management)

9.     Top down target assigment Less need of “on line” communication Focus on persons that need more help = more deals are closed

10.   Target monitoring Less phone calls Faster adattamento to market changes

11.   Production monitoring More time can be spend in planning = more

sales

12.   Income moniitoring Availability of the system outside the office =

more productive people

13.   Opportunity monitoring

Real time pipeline = more sales

Agency (BackOffice)

14.   Customer data / prospect data Reduced time to access the nformationInformation are more quickly processe = increased number of opportunity, reduced number of lost opportunities

15.   360 customer infos Reduced access to corporate IT tools

16.   Shared calendar Streamlined processes

Agency (FrontOffice)

17.   Customer data sheet Riduzione tempo di accesso all’informazione Il cliente viene subito riconosciuto = più fidelizzazione

18.   360 customer infos Riduzione accessi ai sistemi informativi di compagnia

Il front office può carpire e registrare info preziose per il venditore = più vendite

19.   Shared calendar

Agency (salesforce)

20.   Customer data sheet Reduced effort to prepare visits Focus on customer needs (eg. Proponsity indicator) = more contracts

21.   360 customer infos Less useless trips Availability out of office = more productve

22.   Shared calendar Less useless phne calls Focus on more profitable customers = more margins

23.   Opportunity management Reduced effort to backoffice

24.   Performance control

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References in Italy

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700 users 1,200 users 100 users

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