SPECIAL ADVERTI ING SUPPLEMENT
INSURANCE
TECHNOLOGY
Customer Relationship Management
This poster was developed by Harold Snider. President of Business Guidance Systems Inc.
Distribution Channels
Business Challenge
Collect customer informatim at all of cuS
tomer contact.
CRM Action Plan:
• Establish sales force autornati•on fcy *nts,
brokers and partners
• [hvelop and extend call
• Lever* ecannwrce ænd operatims po
*SSire (24x7 cornputer systerns)
• Exploit email, InterrEt, kiosk and ATM infor
mabon axi services
Busiress Challeree
Existirg customers (shm-vn in Often have
charæteristics relationships that are indis
tinguishable or are not well understcxX].
t>termine your customers' needs, buying motb
and lifecycle changes.
CRM Action Plan:
• software to monitor con-
tracts , workfo•.v Cycles for auto
mated reminders and triggered processing
• dentify typhaned a;counts
—through transæticnTequency analysis
• Anticipate avert customer defection from
data mining disco,eries
• Realize crossellirg and lift gains With
nwntation and portfolio anaysis
• Resolve complaints with infoimation cross-
• Avoid fraud with predicti\e modeling ætim
Insurance
Units
Business Challenge
Establish and service custonv relationships
consistently.
CRM Action Plan:
• md share data information
throu$,out daily operations
• Fe«i sales and claims data into data
warehouse for analysis to aid
• Use push to anonEte infornta
ton now from customer segmentation,rela-
tionship ma'.æement, campaign man*ment
and nukebng mograms
Data Warehouse
Business Challenge
Collect and organize data for avdlability in a
sistent manner.
CRM Action Plan:
• Grant data warehouse æcess to a»one who
makes or inflænces business decisions
• Ensure confidentialiw NStonv
policies
• EstÜish data and transformation
wlicies gyæesses.
• Include data from all useful
crate and external (industry) data, historical
data, planning data
Data Mining
Business Challenge
Prcwide a:curate dentifr:ation, reporting, visuab
ization. explanation mediction of various Ws-
tcmer segnW1tS, profiles, büying
relationships.
CRM Action Plan:
• Analyze custonvs to develop new profiles,
profitability scores, and segmentation a-a
dictive models
• Use software to monitor datöase to track.
aert æt on relationship changes, nord.
ire to rules tnæers estÜshed for each
me of business; alerts are ±livered by the sys-
tem to end users' emäl. voice mail or excep
titym reports
• predict or influenæ customer behavior for prof-
itöility' cr defection
amis
CRMI Action
Loyalty 'Marketing
Ad
For additional the applZation Of CRM in organization, Visit www.businessguidance.com
Needs-based
Marketing Programs
Business Challenge
Target smaller groups—or on a onet00rE
basis—at cost, with hiWu exJmtat'0r1S for
response frequeæy, percentage and dollar vdue.
CRM Action Plan:
• Observe enforce privæy issues
• Create database nmeting, cyætoone market•
irg mass customizaticn prcVams for outbound
communtatöns and
ustom
'Distribution Channels
Customers
Customers
Prospects
cau center
Mau
Marketing
Underwriting
Claims
stomer
Data
Sales
Policy
Managem ent
Actuarial
Data
Process
Customer/ Sales
Profile
Campaign
Management
ew
Informetion
Co-Op Marketing Partners
Tavel
Services
Securities
This chart is starting from the top
left, in a counter-clockwise fashion. usually, the
implementation of integrated CRM initiatives
may occur in a different sequerre or With sev
era' initiatnes deve10CHi in paralleL Data ware
housing, data mining and campaign manage-
ment are often undertaken With high priority.
by Ern Patr,ce Design
iNFORMATiCA
Ill
mospect Taction
• Træk and analyze direct mail, and
referral resXjnses their
change as required
• Avoid service crossselling ccoflicts by
informing busiæss units Of the current
paigns and Offers
• Convey custonv responses to the maræting
cangaigns througl distribution chævwls
service throu$ business units
Campaign Managernent
Business Challenge
Visualize create n•Meting campaigns at an
pæe as a result of data minire
prcress and newly cr continually
ed knouledge.
CRM Action Plan:
• Tailor media, and gyonwtimal Offer to
individual needs Of eæh NStonEr
• Coordinate campaigns at national, mal and per-
sonal levels business units
• Montor and measure Customer with
relevant follow.'D actions initiated by the system
or the awopriate business unit.
Co-operative
Marketing Partners
Business Challenge
Enroll coqvatix,e parous to add to eæ:h
customer relationship.
CRM Action Plan:
• Evaluate customer crossselling ogxvtunities
æainst lifestyle and predictive tEhavi(Y
• Establish PMtnership using prc*Yi•
etary of the custcmer base and their
buying Ephavior
Relationship Manage•nent
Business Challenge
Inflwrce chav custonu buyire
well as sales and service tmavior.
CRM Action Plan:
• Establish relatimship rneasuranent criteria
thrmeh analysis Of customer segnwlts
• Calculate and alkx.ate relationship incbces to
affiliated groups
• Analyze change maketing distribution
channel and sales
• Monitor canpanyinitiated retention, ætivatico
extension programs
• Review chaV profiles
atrve to exWletu data
• Correlate customer segnents to risk factors
exrx•rience data
Custorner/SaleS Profiles
Business Challenge
Assø segnutation profitability scores to
custcmers. their households md other relevmt
groups. (Customers sou understand are shown
with colored Shirts).
CRM Action Plan:
• Ugxfate data warehouse with custcmer profiles
am distrü)ute informaticn
• Use sofware to identiW custcmer.tocustonv
relationships, such as h(NsetWd. coresidents,
• Use software to identi9, classis' md under
stand d)use such as fratKi, collusion
• Træk customer profiles as they chav over
tirne throteh their natura lifecycle
us-au-nt
Our Business IS Your Success
E SYBASE.
ketaiierS Banking
0RAcL-e•
Enabling the Information Age•
COMPAQ •sun
PRICWATERHOUSE@PERS
PRISM
microsystems
BUSINESS
SYSTEMS
This poster developed by Snider. Pres.
ident of Busmss Sßcms Inc. Corm
business decisions through its cross-industry
CRM. data mining marketing
data warehousing
global tech.
tec h n 0109
logy n-wketing & sales
support. and project services their clients
united States, Canada. Groat Britain. and Europe
For additional about on the app'ication Of
CRM
contact Snider at:
(410783-6337; fu
e-mail HSnideraausinessGuidance.Corn
businessguidance.com