Learn how insurance companies can deliver highly personalized and engaging web experiences.

1. A Digital Solutions Firm delivering
Marketing and Technology Solutions
New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi
Next Generation
Insurance Websites
Part2ofaseriesof2webinars

2. 1
Next Generation Insurance Websites
PART 1 – Increasing Acquisition on
Insurance Websites
PART 2 – Increasing Engagement & Retention on
Insurance Websites and Portals

3. 2
 General state of Insurance websites – areas of opportunity
 Key elements of acquisition strategy
 Content strategy
 Search Engine Optimization
 Microsites
 Online video streaming
 Multi-channel engagement
 Digital technologies that enable acquisition
Review of Part 1
PART 1: Increasing acquisition on Insurance websites

4. 3
 Existing customers ( The
policy holders)
 Prospects
 Partners / Agents /
Distributors
 Carriers
Who will benefit from better engagement?
More and more insurance will be ‘bought’ by customers as opposed to being ‘sold’ by
agents destroying the age old wisdom of ‘Insurance is sold and not bought’.
86% of consumers said they would pay
more for a better customer experience
73% of consumers who stated that they
would expand their purchases with a
vendor by 10% or more if the customer
experience was superior
- 2011 Gartner research
In recent research, LIMRAfound that 86%
of producers agree that they are more
willing to place business with carriers that
offer them useful Web sites

5. 4
Need
Recognition
Information
Search
Evaluate
Options
Decision Engagement
Insurance
-amount of
coverage needed
-explanation of the
various insurance
products in line
with needs
-List of different
types of coverage
you are
considering
Address doubts
regarding
Insurance
-Brand reputation
and track record-Demonstrate the
ability to solve
their specific
problem
-Review of the
current insurance
policy
-Solicit competitive
quotes
Ongoing support
and upsell
References
Research website
to find information
Buying Cycle – end buyer perspective
Insurance buyer looking to buy auto
insurance

6. 5
Buying Cycle – partner perspective
Partners and Carriers must align and influence the buying
process by aligning on the buying lifecycle
Segment your Audience
Understand
Motivations/Pain Pts
Map the Messages
Understand
Communication Channels

7. 6
 Customer engagement and retention – never too early to start!
 Explore digital marketing channels
 Manage brand reputation online
 Leverage analytic and big data
 Embrace digital technologies
 Drive engagement
 Multi-device approach
 Integrate all marketing systems
Agenda
PART 2: Increasing Engagement & Retention on
Insurance websites and portals

8. 77
% of customers switching brands
has increased sharply – doubling from
2005 to 2011, rising sharply since 2008.
Source: McKinsey Consumer
and Shopper Insights,
“Consumers Shake Up the
Insurance Market”, June
2011

9. 88
Insurers’ efforts to retain customers
Source: Global Consumer Insurance Survey 2012,
Ernst and Young

10. 99
80% of your company’s future
revenue will come from just 20% of
your existing customers
Source: Gartner Group Statistics

11. 1010
Even in a negative economy, customer experience is a high priority for
consumers, with 60% often or always paying more for a better
experience
81% of companies with strong capabilities and competencies for
delivering customer experience excellence are outperforming their
competition
86% of consumers quit doing business with a company because of a
bad customer experience, up from 59% 4 years ago
Source: Peppers & Rogers Group, 2009 Customer Experience
Maturity Monitor
Source: Harris Interactive, Customer Experience Impact Report
Source: Harris Interactive, Customer Experience Impact Report

12. 1111
Engaging Web Experience is the Key
to Customer Retention

13. 1212
Best-in-class companies achieved 91% customer retention on
an annual basis, versus 59% for all other organizations.
Best-in-class companies achieved 88% current customer
satisfaction rates, versus 69% for all other organizations.
75% of best-in-class companies increased customer loyalty as
a result of customer engagement initiatives, versus 53% of
average industry organizations.
Source: Aberdeen report – Customer Experience Management:
Engaging Loyal Customers to Evangelize Your Brand

14. 1313
c
Next generation Insurance websites and portals
Empowers an informs, engages with
prospect/customer
More than just a portal/website - A
‘Digital Platform’ that extends across
all channel touch-points, across
devices and enables engagement
across the customer lifecycle
Through ease-of-use, engages users
and ensures that the insurance
provider is easy to buy from
Enables the Insurance provider to
have a unified view of the customer
Drives engagement and
collaboration between the
Insurance provider and its channels
Flexible platform that continuously
evolves

15. A Digital Solutions Firm delivering
Marketing and Technology Solutions
New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi
YOUNEEDASTRATEGIC
ROADMAP!
 Explore digital marketing channels
 Drive channel collaboration
 Leverage analytics
 Embrace technologies
 Integrate marketing systems
 Drive engagement

16. 15
45 percent have plans to deploy customer-facingmobile applications, while 41 percentwill use
social media for external brand promotion, and 39 percent expect to use it for recruiting
purposes over the next year
Exploring digital marketing channels
Insurance executives plan to use digital, social, and mobile
technologies in a variety of ways over the next 12 months
Source: KPMG Insurance Industry Outlook Survey
2012

17. 16
The Social ecosystem
The social ecosystem spans across internal and external
communities

18. 17
1. Leverage the Web, Social Media to engage with customers
2. Build communities for brand positioning and customer
engagement
3. Become newsworthy with Twitter
4. Leverage LinkedIn - discussions, updates, posts, blogs….etc.
5. Build internal communities, link social to your marketing
assets such as your website and email
6. Utilize social media to connect with partners
Social Media
Build your reputation online!
17

19. 18
 Google Alerts
 Social Mention
 BoardReader
 Topsy
 Loudpixel
 Engag.io
 Brandwatch
 Sysomos
 Hootsuite
 RSS Readers
Social media listening tools

20. 19
Insurers also have to invest in managing their brand online to
ensure that blogged and tweeted comments reflect their brand
values. Managing their reputation online is not something insurers
have had to do a lot of in the past
Manage brand reputation online
Source: Global Consumer Insurance Survey 2012

21. 20
 Train producers to use technology
 Offer desired functions on producer websites
 Build (or redesign) sites to be easy to use
 Involve producers in technology implementation
 Develop a social media policy for the field
 Explore greater use of additional technology tools, such as
document management, CRM, and customized marketing tools
Enhance partner – carrier collaboration
Carriers still lag behind producers’ desires in terms of online
applications and digital technology
Source: LMIRA Research

22. 21
Enhance partner – carrier collaboration
Technologies that would encourage producers to place more
business with carriers
Source: LMIRA Research

23. 22
“About 1 in 3 producers have and use tools to track their
marketing campaigns, and an additional 1 in 3 would like to
have them available from carriers”
“Only about 1 in 4 producers receive and use Internet leads
from their carriers, but more than 1 in 2 would like to have
them”
Enhance partner – carrier collaboration
Sales and marketing tools - to track marketing campaigns and
Internet sales leads
Source: LMIRA Research

24. 23
Leveraging analytics and big data
Analytics is increasingly becoming a game changer for insurers

25. 24
BI provides the historical view of the data
Predictive analytics allows you to gain a forward-looking
viewpoint so you can proactively take steps to improve
customer retention
 provide highly tailored and personalized services across sales, service
and marketing channels
 claim handling processes can be simplified
 accurately determine the premium rates
 reduce the operational costs
Leveraging analytics and big data
Business intelligence (BI) and predictive analytics to
achieve customer retention and growth

26. 25
Leveraging analytics and big data
Standards and industry frameworks/models will remain as
critical as ever in the next decade

27. 26
Embrace digital technology at each stage of the
overall process
Source: deloitte research
Portal
Technologies
CMS, CRM
CMS,
Analytics
and
Customer
Insight
Marketing
Automation,
CRM
Analytics
and CMS
Online
Applications,
CMS, CRM
Online
Applications,
CMS, Doc
and
Knowledge
Management
Online
Application
s, CMS,
CRM and
additional
sales tools
Online
Applications,
CMS, CRM

28. 27
 Educating customers
 Helping customers find the required information in line with their
needs
 Instant online and comparative quotes, Web-based documentation
and faster claims processing
 Enabling users to complete monetary transactions
 Checking customers’ transaction status in a user-friendly way
User experience
Need to improve all touch-points with the customer online

29. 28
Drive engagement
Improve engagement with users across channels by improving the
user experience, streamlining and augmenting capabilities
Keep audience informed and
engaged with ongoing
communication
Utilize notifications and
alerts to drive usage
Provide tools to help manage
and service book of business
Seamlessly integrate capabilities
to streamline business processes
across portal and LOB functions
Streamline sales process
through re-engineering,
automation and guidance
Improve user experience to
drive ease of use
Provide personalization to
improve ease of use
Engaging marketing collateral
to position the brand
effectively to prospects
Cobranded content and
assets
Drive Engagement
Business intelligence to
enable producers and
carriers

30. 29
Multi – device approach
Improves access to all capabilities removes key pain
points
Improve Accessibility
An unified digital platform that
personalizes the experience
for each channel and user type
Provide mobile access to
capabilities to improve
accessibility in the field
Seamless access across all
capabilities

31. 30
 Social
 Mobile
 Web
 emails
Multi – Device approach
High performers are set to invest about 50 percent more than the average across integrated
multichannel strategies over the next three years - Accenture global survey of 125 insurers 2012
Responsive design
 One website: Not a
separate mobile and
desktop site
 HTML5 & CSS3: New
technologies to create
sites that respond to
screen sizes and
orientation
 Future proofing: Do
you know what is
next?

32. 31
 Multi-channel shoppers spend 50 percent more than single channel
shoppers
 Satisfied multichannel users have higher brand loyalty
 84 percent of insurance consumers in North America say that it is
important to them that the products and services offered by their
insurance provider are identical (same functionality, support, cost
and so forth) across the different channels available
The need for cross channel integration
89 percent of insurers believe that the ability to tailor customer experiences is important
or critical—an advantage that depends on cross channel integration
Source: Interbrand Design Forum, Facts & Figures: New Consumer
Behaviors, Accenture Insurance Consumer Survey in North America,
Accenture Global Multi-Channel Executive Survey

33. 32
Personalized content may be advertising, recommended
items, screen layout, menus, news articles, or anything else
accessed via Web
Personalization enhances site or portal “stickiness,” that is,
an increased likelihood that customers will bookmark and
return to your site. Customers return more frequently to sites
where they receive specific benefits, and personalization
provides these benefits
Personalization
Customers who feel they are treated as individuals are more
satisfied with their experience and more inclined to remain loyal

34. 33
Relevantcasestudy–NewYorkLife
PortalContentModel–ConditionalRenderingusingCMSfor
personalization,engagement,crossandupsell
ConditionalrenderingreferstotheabilityoftheCMS
enginetomanipulatethepresentationcontrols
usedtoserviceawebrequest,suchasincludingor
excludingarendering.Thisincludesdefinitionof:
 Conditions
 Actions
 Rules
 Presentation
Asanexample,ifauser,whohasbeenacustomerfor
over15years,landsuponthepageandactivatesthe
PrivilegedCustomer’smenuoptionsonthepage,hewill
gettoobservediverseconditionalrenderingscenarios

35. 34
Relevantcasestudy–NewYorkLife
Implementationofprofilematchingusingrealtimeanalyticsbehindlogin
thattriggerscontentpresentation,engagement,crossandupsell
Analyticsthroughcontentweights:
 eDynamic’ssolutionalsoallowsNYL
marketerstoassigndifferentweightsto
contentbasedonthecurrentuserprofile
 Forexample-Aparticularvideocanbe
assignedaweightof80forusersabove60
yearsofageandweightof20forusers
below80yearsofage
 eDynamic’ssolutionallowsNYLtousereal
timeanalyticstoservedynamiccontentto
sitevisitors.Thisenablesrelevant
informationandauniqueuserexperience
eachtimeNYLclientsvisittheportal

36. 35
Assemble andAutomate Campaigns
Welcome campaigns > Follow-up Campaigns > Sales Accelerator Campaigns >
Objection Campaigns > Inactive re-engagement Campaigns

37. 3636
Integrate marketing
systems

38. 37
Understand your technical infrastructure

39. 38
Get the systems talking to each other – a unified
engagement platform
Web CMS, market automation and CRM offer a common view of the customer
that drives personalization across web and email
Delivering context-driven, multi-channel experiences across the buying cycle

40. 39
Do you segment and target your marketing based
on an integrated view of the consumer’s behavior?
The integrated view
Top performers use an integrated view to deliver personalization
across multiple channels
Forbes | Insights Bringing 20/20 Foresight
To Marketing 2011
What information does this integrated view include?

41. 40
• Strong information architecture
• Structured content
• Develop an effective customer
retention function by
communicating proactively to
those who are most valuable
(and likely to switch)
• CMS that drives structure and
allows ease of use and
management
Deliver engaging content
If insurers understand customers’ needs and offer the right propositions in the
right way, they can cross-sell, up-sell, repeat-sell and retain effectively

42. 41
Deliver the messages and
capture the reaction
 Use analytics and forms to
capture behavior and profile
Understand the customer
context
 Analyze the customer context
Align the content to customer
expectations
 Package the content to align
with the customer context
Closed-loop engagement cycle
The closed loop engagement cycle is the model used to gain
customer understanding, adjust and communicate the message

43. 42
Test, review, optimize

44. 43
Touching Each Stage of the Customer Lifecycle

45. 44
Solutions
 InsuranceCMSAcceleratorthatprovidesfirmsa“headstart”
withtheirwebsites
 Digitalstrategytransformation,websitecreation,email-based
prospectnurturingandscoring
 Contentmigrationfromlegacysystemstothenewwebsiteand
systemsintegration
 Agent,customerportals,intranets,customerselfservice,
demandgeneration/salesandclaimsapplications
 Digitalmarketing/demandgen–Search,Social
Technologies
 Webcontentmanagementsystems
 Marketingandemailautomation
 Mobile
 CRM
 Analytics
InsuranceIndustryExpertise
DeepexpertiseintransformingdigitalsolutionsforleadingInsurance
companies
Weenabledigitaltransformation
 Executionofthedigitaleco-system
 Multi-channel,multi-deviceengaging
experiences
 Strongcreativeanduserexperienceexpertisein
theinsurancespace
TeamandSMEs
 Over11yearsofexperienceservicingcustomers
intheInsurancespace&150+projectstodate
intheInsurancespace
 Teamofover50peopleintheInsurancepractice
comprisingInsuranceSMEs,technologists,
strategists,UXdesigners&demandgenexperts

46. 45
Representativesolutions
 Corporatewebsites
 Multi-device,userexperiencedesignand
usability
 Multi-deviceCMSimplementations
 Digitalstrategytransformation,websitecreation,
email-basedprospectnurturingandscoring
 Agent,customerportals,intranets,customerself
service,demandgeneration/salesandclaims
applications
 Digitalmarketing/demandgen–Search,Social
 Demandgenoperationsandinfrastructure
 Digitaleco-systemintegration–CMS,marketing
automation,CRM,Analytics
RepresentativeClients:InsuranceandFinance
WehaveexperienceworkingwithFinancialServices,LifeandGeneral
insurancecompanies

47. 46
Representativesolutions
 Corporatewebsites
 Multi-device,userexperiencedesignand
usability
 Multi-deviceCMSimplementations
 Digitalstrategytransformation,websitecreation,
email-basedprospectnurturingandscoring
 Agent,customerportals,intranets,customerself
service,demandgeneration/salesandclaims
applications
 Digitalmarketing/demandgen–Search,Social
 Demandgenoperationsandinfrastructure
 Digitaleco-systemintegration–CMS,marketing
automation,CRM,Analytics
RepresentativeClients:InsuranceandFinance
WehaveexperienceworkingwithFinancialServices,LifeandGeneral
insurancecompanies

48. 47
Connect with us
1-877-339-6264
www.edynamic.net
contact@edynamic.net
twitter.com/edynamic
youtube.com/1999dynamic
facebook.com/edynamic.net