Leapfrogging into the Digital Era of Customer Communication

November 7, 2014 Helene Blanchette General Manager Asia Pacific

Marketing Innovation and Business Support Group

Fuji Xerox Asia Pacific Pte, Ltd.

Leapfrogging into the Digital Era of Customer Communication

© 2014 Fuji Xerox Co., Ltd. All rights reserved.

A Complete Portfolio of Services

New business insurance

Marketing Services Channel management

Customer services Billing & Payment

Claim services

The 1:1 Experience : Leading with an Innovative Value

2

The 1:1 Experience™ is a turnkey

service offering from Fuji Xerox Asia

Pacific to enable companies to test and

deploy integrated cross media 1to1

marketing strategies, techniques and

methodology

Scope of the Service

© 2012 Fuji Xerox Co., Ltd. All rights reserved. 3

Customer Communications

Efficiency and Experience

Customer Multichannel

Delivery Automation

Today’s Focus


Living and doing business in the real world

Trends and Findings

5 © 2014 Fuji Xerox Co., Ltd. All rights reserved.

Emergence of new players

and distribution channels Demographic shifts transform

the global workforce

Increased partnership and

collaboration across stakeholders

Bancaassurance share of the

insurer’s distribution channel

is increasing

Customers desire increased

product / services difference

Address scale and complexity -

regionalisation, standardisation

and specialisation

Asia Pacific is the engine for

the growth of the global

insurance industry

Rapid rural to urban

migration in the emerging

market

Ever growing regulatory and

compliance requirement

Industry Trends | Mega IT Trends | Industry Developments

Industry challenges become more “dynamic”

Trends and Findings:

Marketing Era of Confusion and Budget Dilution

Copyright 2011- Fuji Xerox Asia Pacific

Trends and Findings The Traditional Approach and Engagement Challenge


Product Focus – Isolation of Activities – Generic Approach – Labour Intensive

Challenge to measure

Challenges | Drivers | Imperatives | Key Roles

The Insurance industry is suffering from low ROI due to sustained period of low interest rate

Swiss Re - Global Insurance Industry Outlook 1H12

Asia Pacific Insurance Industry Imperatives

Industry Challenges

The Internal Reality

•Relationship

•Influence

•Interaction

•Information flow

•Data collection

•Evolution

Clients

Communication

flow bottleneck

Business Challenges •Adoption of marketing activities by Agents

•Inconsistent positioning of products

•Blind spots on measurements

•Blind spot on follow-up by Agents

•Blind spots on sales channel efficiency

•Hard to measure Influence Source

•Agents keep information and customer profiles

•Data quality issues

•DM activities are isolated per channel and generic

•Measurement at conversion rate only

•Blinded view of customers actions or influence

According to them:

Not a lot!

Abundant data but lack of resource to generate insights

Lack of Knowledge and expertise, which leads to repeating acquisition strategies

Quality of data is low and integration offline and online is a problem

Lack of understanding about One Customer View – Departmental Silo structure

Need to provide impressive market share data to the boardroom

Customer focus strategy is too much work – acquisition is simpler

IT departments is a barrier to effective marketing programs

What Corporate Marketers Really do with all this Data?

The Internal Reality

Data itself has no real value. Obsessing over it can lead to a lot of wasted time and effort. What’s worse, it can lead to an unhealthy focus on targeting at the expense of a well-crafted message. BRW, Mark Cameron - November 2013

Using the data is the real value

Fuji Xerox Co., Ltd.

A Different Way to Look at Things

Leapfrogging does not require massive investments


The Fuji Xerox Customer Centric Approach

Before After

What data spelled out

How many people reached

How many invested

Amount invested

Return on Marketing investment

How many people reached

How many responded

Who responded

How many invested

Amount invested

Conversion rate

Conversion ratio per agent

Age of investor

Gender of investor – links to product

interest

Life events and concerns

Type of investment per segment

Preferred channel

Projection of future investment

Customer life time value

Only when you are asking the right questions, will the data speak to you

clearly

Reversing the talk

Why?

Why Not?

Who?

What?

Where?

How?

Questions

Why do they invest in this fund: Revealing data: average rate of return, enrollment date

Why not Revealing data: market comparison, location of investors or drop outs, exit

survey data (if available)

Who? Revealing data: date of birth, gender and other demographic data available

What? Revealing data: past investment history

How? Revealing data: yearly investment amount

Sample size 1000 random selection

Postal code

• Companies benefiting from Fund

–Last investment

– Start date of first investment

– Amount invested

– Rate of return

– Demographic

– Method of payment

Hierarchy of data used for Strategy

What the data told us:

People from outskirts and country side believe their investment

does not profit their area. Only Big city benefits

Applied data in strategy

Variables

• 200% increase in switch from annual lump sum to

monthly, automatic payments

• Overall 300% more reactivation of

investment compared to the control

487% PBA

143% RSS

Cost of reacquisition was reduced by 17%

• Call centre did not receive any customer calls

or complaints, a first in the Fund’s marketing

communications campaign history.

Results

Manulife Singapore Case study

The birthday program Ownership: Cindy Cheng – VP Marketing – Manulife Singapore

Birthday Greeting Card

Personalised

Microsite

Manulife Birthday Campaign Overview

ABOUT THE CAMPAIGN

• Support ML brand

relaunch

• Provide a unique

customer experience

that complete the

brand experience

• Provide an interactive

website that encourage

customers to share

data about themselves

& their goals for their

future

• Position ML’s agents &

products - ML is top-

of-mind for any cross-

sell or up-sell

opportunity

• Provide ML agents with

a platform to strengthen

customer relationship

Personal Birthday Greeting Cards

Fully customised to each person with Manulife new brand image & sign off from own agent

ABOUT THE RECIPIENTS

Monthly average:

11,000 Policy Holders

Gender

5 Segments (Age)

• 18 - 25

• 25 - 35

• 36 - 45

• 46 – 54

• 55 & above

Female Version Male Version www.yourmanulife.com.sg/HeleneBlanchette1829927

PURL Unwrap Your Gift

www.yourmanulife.com.sg/HeleneBlanchette1829927

Multiple Customer Touch Points

Lucky Cube Game

Good Life Quiz - Info Gathering

Personal Vouchers

Follow-up email

Results

1. Monthly Response/Participation: 30-45%/ month

2. Valuable Data Collection for Manulife and agents

3. Positive and Dynamic Brand Experience

4. Product Positioning and timely information

5. Respect of Agent Relationship

6. + High Customer Satisfaction

7. Unexpected record redemption and used of

voucher leading to sales

Zurich Insurance Malaysia Berhad


Finalist

One to One Marketing Relationship results to

new heights

Zurich Insurance Malaysia Berhad


Objectives

Increase response rate and

appointments at Agents level

Engage and strengthen Policy Holder

relationship with Agent and Brand

Increase Conversion rate

Obtain updated data from Policy

Holder & increase data quality

To establish affinity with the Policy

Holders

Challenges

Measure success of marketing

activities outside of conversion

Linking conversion to marketing

activities

Evaluate agents’ participation rate to

conversion

Policy Holder’s evolution, concerns,

life events & intentions

Manage inventory and budget for

corporate gifts

Agent’s buy-in to marketing activity

Solution and Strategy

•Images change based on gender and demographics (age, race)

•Benefits offered and messages conveyed tailored only to the specific recipient according to profile and in their language of preference

Female, Malaysian, Age: 26 to 35 Male, Indian, Age: above 45

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Solution: Personalised –Customised cross-media campaign

In all

24 segments of

profiles

Tens of

thousands unique

versions with

unique websites

and unique QR

codes

Site welcomes customer by name and starts interaction with customer

And Begins to Strengthen the Relationship

Personal Web page

Provides Agents and Zurich

Head Quarters with an

update on customer current

status, good information

reference for up-selling or

cross-selling

Giving an incentive to meet the Agent

35

An Exclusively Personalised Gift to Meet Agent

Meet Agent and get

activation code

Consent to contact or

future promotional

information

Options to customised

notebook with personal

name

Pre-populated Name

and Address but

editable for customer to

update

36

Integrated Communication and leapfrog in Transpromo

AIA Thailand


•Transform single application into a powerful communication vehicle

The Traditional Vs Promotional Transactional Document

Promotional

Variable Offer

Remittance

Stub

Clear highlighted

transactional

information

Variable

Graphic Based

on Offer

Personal

URL

E.g. invoice, financial statement, policy, or other

transactional documents.

-Company database hold

valuable customer

information:

• Buying history

• Product preferences

• Demographics

• Length of relationship

Traditional Promotional

-Statement Envelope

is highly valued for its

opening rate

Main Objectives • To lower cost of statement and report

printing

• To transform statements and reports to

be a channel for marketing to up-sell

and cross-sell insurance products

(TransPromo).

• To reduce turnaround time of statement

printing

• To eliminate the overload non-core

business tasks

Solution • Provided cost saving and service

improvement through Trans-promo

outsourced printing

• Provided 1 to 1 experience services

by redesigning output to align with

marketing initiatives

• Avoided the investment cost in new

production printer and mailer

machines

• Provided outsourcing facility and high

security at production site

ABCD Thailand


TransPromo in Action: Dynamic Environment

Attractive Graphics

Up-selling/cross-selling

Key promo information or

sensitive messaging

Demographic profiling

Relevancy AIA Thailand

Accident plan Insurance

Congratulations,

The paid value of your insurance

can now earn you money

for life. Did you know that you are

now eligible for ……

Investment linked plan

Insurance

ABC

customer

Where does Trans-Promo resides in an enterprise?

Your part: TransPromo means collaboration

Invoices Statements (e.g.)

Administrative core document residing in business operations

Owners:

residing in business operations

Managers:

IT as a host and process owner +

procurement as an expense

Marketing collaterals

Product and service support

Promotional documents and collaterals

Owners:

Marketing department

Managers:

Marketing dept. as a revenue generator and

procurement as an expense

TransPromo

Client data file

The progressive journey from one to …. many channels

Multi-channel

Outsourcing Solution

Today

Tomorrow

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Impact on Business

• Improved end-user experience

• Increased cost efficiency

• Improved marketing message positioning and response

• Reduced paper usage

• Improved customer or agency workforce satisfaction and turnaround time of document distribution

Leapfrog your communication take away


Human Interaction

Review current process efficiency and stakeholders

Customer Choose template

Customer Service

Print Mail

MARKETING

LEGAL

OPERATIONS

DESIGN SALES

Cost evaluation should

not revolve only on

printing and creative

Use data – Learn Insights


Reverse time allocation

Spend a greater deal of

time in understanding

customer profile, dynamic

and create scenarios with

mapping of products

Trust and leverage partner

expertise

Minimize The time of IT

people

Place focus on customer rather than product to segment

More on data


• Don’t be afraid of big data, start small

• The simplest and most available data can be

game changers when strategically used

•Technology cannot replace good strategic

human thinking

• Getting started with data has more marketing

impact than waiting to get it all organised

• Data will reveal what you do well and what

needs to be fixed

• The more your measure the clearer

everything becomes

Don’t leave it all to

technology

Humans are better

than

Computers in

recognizing

patterns

The more you measure the better the story is told

Data Talking to

the Boardroom

Use a PaaS Approach with an Experienced Partner

Communication Platform as a Service:

•Platform developed to manage communication preferences, distribution of documents across multiple channels (post, email, mobile, fax and web).

•PaaS solution configured for customers needs and environment without investing in infrastructures, software, future upgrades or maintenance.

1:1 Marketing Campaign

Communication and

Document Strategy

Dynamic

Content

Generation

Document

Production/

Distribution

INSURANCE

COMPANY

Prospects/

Insured

Multi-channel

Document

Ingestion

Business

Rules &

Templates

Business

Managers

CRM,

ERP, etc.

Marketing

Creative

Services

Campaign

Management

Engine

Data

Analytics

Broker’s Local

Marketing

Interface

Digital

Assets

Management

E-mail

Post

www

Mobile

Our Value Proposition

Insurance Services

Industry Challenges

Ideal End State

Key Processes

Industry Trends

Customer Success

Competitor

Summaries

Selling against

Competitors

Risks and Value

Metrics

Feedback

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Leapfrogging into the Digital Era of Customer Communication