VMCVMC && IIVrins Marketing Consultancy & Interim management

A way to strengthen the Distribution Channel

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IntroductionThe importance of the distribution

channel Introducing (D)MaasBenefits (D)MAASExamples + resultsLessons learned

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Various marketing & sales positions;

Marketing manager Essilor Benelux;

Program manager “Campaign Management” Meetingpoint;

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Company founded by insurance companies serving the independent insurance agents;

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Mission

To make the market of independent insurance brokers more competitive by creating low cost,

easy to use Online services which create;

More efficiency and;More customer focus;

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mass communication

B to B to C

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A set of professional (Direct) Marketing activities

To enable distribution partners to market their services better in order to optimize the (life time) consumer value;

As A Service from A (group of) supplier(s);

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VMCVMC && II

Set of campaigns

Set of campaigns

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Reseller Profile(s)Reseller Profile(s)

Central consumer DB

Central consumer DB

Instore legacy system

Consumer response

Data CleaningData

EnrichmentData Selection

Campaign Execution

On / Off line response HandlingReporting

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High quality data is an important foundation for success;

Two step approach Data Cleaning Data Enrichment

A (fixed) data model with consumer and transactional data is a necessity;

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Why Data are incomplete & incorrect; Data contains a lot of duplicates The right address and personalization

shows that the retailer really cares about the end customer;

Data cleaning and address optimization is the first step to boost effectiveness;

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Why Provides better understanding of needs; Makes insights available for local retailers; Makes better targeting possible;

Sources External data (e.g. Experian) The customer self (through dialogue

campaigns)

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Most retailers consider their customer base as the most valuable asset;

But….

Most suppliers/ sponsors of these concepts have high interest in owning rich customer data;

Being transparent on this point is essential, data belongs to the retailer;

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To be effective, DM needs to be continuous;

But…… Making the right selection(s) is complicated; Producing/handling campaigns is expensive; Handling response is often forgotten;

By providing services to execute campaigns, continuity is guaranteed;

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FCDP Online SMS

DataCampaign Profiles

E-mail

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Using these tools is a choice;

Retailers need to be (financialy) involved;

Long term, these kind of programs can only survive if results are proven;

Dashboards with results, benchmarking and action points involve and convince retailers;

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win- win - winFor retailer, consumer and supplier

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Becoming pro-active in stead of reactive; Continuous dialogue with his consumer; A way to differentiate & promote added

value;

Increasing customer loyalty is first step to growth; Direct pay back

▪ through using cross- & up sell possibilities; Long term pay back:

▪ Higher loyalty Higher customer value higher value of business;

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Experiences the added value of “his” retailer;

Is better informed about the services and other products of the retailer;

Has less reason to “shop”;

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Gets more grip on the retailer;

Strengthens a added value distribution channel;

Differentiation from other suppliers

Gain more consumer insights;

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Insurance market

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0%

20%

40%

60%

80%

100%

1996 2002 2005

Overig Bank Direct Intermediair

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Insurance company broker consumer

mp4office

mp4all mp4u

An on line transaction platform offering 1 dialogue with various insurance companies

An on line application to enable brokers to sell insurances through their website

The first fully integrated, web based legacy/ crm system for independent brokers

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Many different legacy systems exist;

but

All based on local software Hard to maintain; Hard to integrate in (web based)

applications; Product oriented in stead of customer

oriented;31

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MP4office

Legacy systemLegacy system

(D)maas(D)maas

Complete Integrated

Web Based

Efficiency Customer

Value

3 foundation blocks2 strategic pillars

1 integrated solution

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Middle ware

Sage CRM

Customer admin

Extranet insurance companies

Advise softwar

tools

Exact online

MS Office applicatio

ns

DWHDWH

CCSInsurance

admin

Marketing

factory

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VMCVMC && II

Cleaning Daily check with imported data on HI; Daily advise correct addresses and de-

duplication;

Enrichment Monthly advise on customers moving &

deseased; Quarterly enrichment with Finergy; Continous enrichment through dialogue;

Alerts Deals have been made with listbroker of

“houses for sale” and “Prenatal”35

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Two types of segmentation Attitude Tone of voice Life stage Type of visual

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delegators

ValidatorsDIY

avoiders

Relationship orientedProduct oriented

Detail in

foG

lob

al info

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8

119

32

21

53

22

6

926

1728

Finergy Types

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General No known family situation

Emty nesters > 45 no kids at home Families Kids at home Starters < 45 no kids home

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Klantbehoud campagnes

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Retention campaigns

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Marketresarch Over 80% of the recipients has opened

an read the mailing; The appreciation is a 7,5;

Pilot test results Reactivation Campaign: 11,5% respons; (from 5 -18%); 3% is interested in a full service package;

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Cross & upsell campaigns

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Event triggered

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Keep it simple Invest in data quality;Keep the business persective Involve the retailer (also financially)Respect the identify of the retailer;Respect the way a retailer works;Be clear on data ownership;Support the program with

consultancy;45

Hein Vrins

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VMCVMC && IIVrins Marketing Consultancy & Interim management

Melvill van Carnbeelaan 743971 BG Driebergen

06 22601602