“continuously improving the customer experience“ · •Using digitization in service and marketing and sales •We’re building a digital foundation •By digitizing our customer

Even Centraal Beheer

“continuously improving the customer experience“

Robin Clements

Capital Markets Day 2015

Even

Acq Part +15%

Weer Even beter dan vorig jaar

Uitdaging door ons persoonlijk opgelost

Centraal Beheer

Acq PV +11%

XSELL +6%

Uitstroom (nog maar) +2,4%

Hypo’s +100% ORV’s +∞

Introducing Centraal Beheer

2

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households

1,216,352 Centraal Beheer Achmea serves

policies a year

350,000 and sells

Centraal Beheer is one of the largest insurers

in the Netherlands

Centraal Beheer 3

Even

share of production

8%

Centraal Beheer Achmea leads the

market with an

+8 and our NPS is

And one of the leading performers in commercial

terms

Centraal Beheer

Source: GFK Achmea production monitor december 2014

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Even

As confirmed by the latest reports

Centraal Beheer 5


Share of production of top 10 insurers – all non-life insurance

Number of new non-life policies sold per month (3-month moving average) New business in non-life insurance has increased in the past

three months. More policies were sold in almost all categories,

particularly car insurance and home insurance.

Centraal Beheer remains in first place, with an average share of

production in all non-life insurance of around 8% for the past

three months. The top three remains the same, and also

includes Univé and Interpolis. ABN Amro has risen to fourth

place, largely as a result of increased sales of home insurance.

Per

cent

age

shar

e of

pro

duct

ion,

3-m

onth

mov

ing

aver

age,

num

ber

of

polic

ies

sold

Even

compared to last year

20%

The non-life new business market

has fallen by around

+10m

and OHRA, Univé, Allsecur and ANWB

are spending much more on media

We maintain this position in a difficult market

Centraal Beheer

= 65% increase on 2013


6

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compared to last year

10%

Inflow is up

+4,4mln

and so far in 2014 we have grown by

And even manage to grow

Centraal Beheer

4.8m

Source: BO report, week 52 2014

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By improving our performance year on year…

Centraal Beheer 8

Growth in inflow at CB by channel – YTD in units Growth in inflow at CB by channel - YTD in euros

+4%

+17% +4%

Merkenpolis Independer Online Call

2014 aantallen

2013 aantallen

+25% +3%

Merkenpolis Online

€ 13.369

Call Independer

2014 x € 1.000

2013 x € 1.000

Net growth at CBA

-53% +88%

+24%

YTD 2013

DEC

YTD 2014

DEC

2012 YTD

DEC

In units

In euros (x € 1,000)

…by developing our online acquisition

53,500

28,500

61,000

4,800 3,870

-2,120

21 14,208

97,926

255,204

2,114 14,710

114,912

265,442

€ 0

€ 34,827

€ 3,473 € 612

€ 16,711

€ 35,948

€ 4,121

Source: Centraal Beheer marketing department

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customers

2,000,000 In the space of one year we

receive calls from

e-mails!

128,989 and receive

We pride ourselves on our personal contact with

our customers

Centraal Beheer 9

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more likely to leave us

44%

Customers who do not have contact

us are

Our customers increasingly use mobile devices, and

every contact is a proven way to increase retention

Centraal Beheer

25% Mobile is no longer the

future…

of our online traffic is via mobile

devices

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The benchmark for customer contact

is rising

and new brands and propositions are

fighting for attention

But we must never grow complacent

Centraal Beheer 11

Even

Acq Part +15%



Centraal Beheer

Acq PV +11%

XSELL +6%



Mission: continuously

improving the customer

experience

12

Even Centraal Beheer

Top-line effects

Bottom-line effects

Big data

Digital acquisition

Digitizing marketing and sales

activities

Digital customer service

Digitizing

the customer journey

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Using digitization …

… to continuously improve the customer

experience

Even

By building our digital Foundation

Centraal Beheer

Digitize customer journey

Pivotal customer life events

New data sources

Excellent Customer

Experience

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Even

Acq Part +15%



Centraal Beheer

Acq PV +11%

XSELL +6%



First: digitize customer

journey

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Digitization of all processes

for an omni-channel

customer journey

Centraal Beheer 16

impact


Even

Customer uses a search

engine to find car insurance


Centraal Beheer 17

1.

2.

3.

4.


Even


Centraal Beheer 18

Customer used a searchengine

to find car insurance The customer calculates a

premium online and is encouraged

to phone our call center

1.

2.

3.

4.


Even


Centraal Beheer 19

“Even bellen”

Darryl is happy

to arrange the

transfer of the

quoted

premium

1.

2.

3.

4.


Even


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It used to take up to several

weeks for customers to receive

policies delivered by post

1.

2.

3.

4.


Even


Centraal Beheer 21

2015: where we

are now

Fully digitized

funnel, calls

only used for

exceptions

1.

2.

3.

4.


Even


Centraal Beheer 22

2016: where we

are heading

Digital policies and

other documents

available instantly

24/7 at

centraalbeheer.nl

1.

2.

3.

4.


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Example: Evelien helps customers report

damage online, and automatically formats

the report

Evelien helps

customers report

damage

Customers can report

their situation and the

damage in an interactive

chat session

Evelien reports all

damage…

All answers are saved in

the online damage

report, which customers

can finalize for

themselves

…and asks the

customer for the

required information


Centraal Beheer 23

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Example: no claims bonus tool

Centraal Beheer 24

From: current way of obtaining information on no-claims bonus

To: online information on consequences of submitting a claim or not

The new no-claims bonus tool can make it easier for customers to

understand the consequences of submitting a claim (non-life)


Even

Digitizing the customer journey

results in cost saving scenarios

In financial terms, digitization of

the customer journey potentially

could result in cost savings of € 20

million annually.

Digitize Customer Journey

Centraal Beheer 25

Even

Acq Part +15%



Centraal Beheer

Acq PV +11%

XSELL +6%



Second: pivotal customer life

events

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Pivotal customer life events

Creating a personal, tailor-

made experience for every

customer, every time,

everywhere.

Centraal Beheer 27

impact

Big data


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Customer context should play a major

role when providing the customer with

the perfect experience

• We know what customers are looking for on

our website

• Why would you show our car insurance

advertisement to a customer that already

has car insurance with us?

• Most websites are focused on sales, but

90% of our visitors already have one or

more of our products

• If we can specifically target customers by e-

mail, based on their profiles, why would we

still choose to display a generic banner

when a customer visits our website?

Pivotal customer life events Pivotal Customer Life Events

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If you know why you want to

contact someone and who you want

to reach, then you can fill in the

contact strategy.

Dynamic, customer-specific, and

automated using a decision engine:

What I am going to say

Where I am going to say it

(media)

When I am going to do it

And for how long … measuring

success

Pivotal customer life events Pivotal Customer Life Events

Centraal Beheer

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Using advanced analytics to improve

the customer experience

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Text mining

Speech analytics

Advanced call analytics

Process mining

Define lexicons to identify e-mail

subjects

Identify potential for call

optimization

Track customers’ journey through

the organization Detect reasons for customers’ calls

Pivotal Customer Life Events

Centraal Beheer

Even

Impact of investment in granular and

fact-based marketing on net growth in

retail insurance business at CB

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2,74,0

-2,1

5,04,8

3,9

7,8

8,5

2014 2013 2012 2017 FC 2016 FC

11,2

2015 RF

11,8

Net growth – including next steps advanced analytics

Net growth - base


Centraal Beheer

Even

Acq Part +15%



Centraal Beheer

Acq PV +11%

XSELL +6%



Third: next step in data and

customer focus

32

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Adding new data sources

Continuously adding new

data sources

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impact

Digital acquisitions

Big data

Centraal Beheer

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Usage-based insurance: pilot to explore

different pay-as-you-drive propositions new data

Centraal Beheer

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Generic source analysis: using

mathematical models to assimilate multiple

internal and external data sources

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Analysing steps in customer journey using a Markov map in order to

determine real customer value

new data

Centraal Beheer

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Wrap up

• CBa is outperforming the consumer non-life

market

• We continuously improve the customer

experience

• Using digitization in service and marketing and

sales

• We’re building a digital foundation

• By digitizing our customer journeys

• Creating a tailor made customer experience based

on customer life events

• And taking the next step in data and customer

focus

Centraal Beheer 36

Digitize Customer Journey


new data

Even

Thank you

Centraal Beheer 37

Documents

“continuously improving the customer experience“ · •Using digitization in service and marketing and sales •We’re building a digital foundation •By digitizing our customer