cloud: session 2: crm, erp and the cloud -how integration helps insurance sales
DESCRIPTION
The insurance industry places special demands on CRM. Based on SugarCRM and Amazon Cloud, i-CRM is designed to solve those specialized insurance industry sales network needs. This session will describe the solution with several examples taken from the real world experience of Zurich Insurance Group Italy. This is not a technical session: we'll talk about business processes, and provide a view of the business processes built into the solution that can benefit other businesses, regardless of the vertical market they serve.TRANSCRIPT
CRM, ERP and the Cloud:How Integration Helps Insurance Sales
CLOUD
Enrico Maggi
Opensymbol CEO, #enricomaggi, www.opensymbol.it
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About us
Opensymbol is the only SugarCRM Gold Partner in Italy (out of a total of 12)
25 employees (90% of which fully involved in SugarCRM)
Focused in Insurance and Automotive markets
We’re one of the 12 Partner Advisory Board members
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Scenario
Italian distribution model (it’s similar to other countries)
Agencies are linked to a specific insurance company
Agencies are owned by independent entrepreneurs
Rules are currently changing in order to increase competition
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Goals
Insurance companies want to:Retain good customersTurn bad customers in to good customersConquest new good customersMantain a good and loyal relationship with agenciesIncrease distribution model efficency
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Goals
Agencies want to:Retain customersConquest new customersGet cost savings
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What’s needed: customer informations
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Challenges
Agents are not willing to share customer infos
A “new mentality” is required
Agents have low IT skill
Ins. Companies are usually bigwith very slow decision processes
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Opportunities
Existing corporate IT solutions are:Old and user unfriendlyFocused on policy, not customerNot integrated (different sw for different processes)Accessible just if you are inside the company network
Agents are becoming aware that a change is required
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Opportunities
Social networks can help gathering fresh customer informations
New devices (e.g. iPad) are allowing easy access to informations while in mobility
New technologies help buildingrelationships
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The solution: SugarCRM for B2B2C (or PRM)
Close the gap between corporate marketing activities and distribution network (partners)
Close the gap between customer infos gathering point (partners) and corporate marketing
Reduce the “digital divide” that prevents agents executing effective local campaign
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Marketing
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The solution: SugarCRM for B2B2C (or PRM)
Streamline all sales processes:Budgeting top down across the sales networkReal time forecastReal time KPIAll in one information system
Streamline all backoffice processes
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Sales
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Remember: it’s not all about software
Mr. Marco Boni (Chief Marketing, Zurich Italy) interview
Il giornale delle assicurazioni(January, 2010)
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The solution
Most of the data you can see contained in the following SugarCRM screenshots are nightly gathered from central DWH via an ETL and then properly organized and displayed for user convenience.
The solution is a perfect mix between data coming from Corporate ERP and data that are created at CRM level.
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The solution
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The solution
Screenshots
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Benefits for the insurance company
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Benefits for the agencies
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Popular functionalities Cost savings More Income
Agency (Management)
9. Top down target assigment Less need of “on line” communication Focus on persons that need more help = more deals are closed
10. Target monitoring Less phone calls Faster adattamento to market changes
11. Production monitoring More time can be spend in planning = more
sales
12. Income moniitoring Availability of the system outside the office =
more productive people
13. Opportunity monitoring
Real time pipeline = more sales
Agency (BackOffice)
14. Customer data / prospect data Reduced time to access the nformationInformation are more quickly processe = increased number of opportunity, reduced number of lost opportunities
15. 360 customer infos Reduced access to corporate IT tools
16. Shared calendar Streamlined processes
Agency (FrontOffice)
17. Customer data sheet Riduzione tempo di accesso all’informazione Il cliente viene subito riconosciuto = più fidelizzazione
18. 360 customer infos Riduzione accessi ai sistemi informativi di compagnia
Il front office può carpire e registrare info preziose per il venditore = più vendite
19. Shared calendar
Agency (salesforce)
20. Customer data sheet Reduced effort to prepare visits Focus on customer needs (eg. Proponsity indicator) = more contracts
21. 360 customer infos Less useless trips Availability out of office = more productve
22. Shared calendar Less useless phne calls Focus on more profitable customers = more margins
23. Opportunity management Reduced effort to backoffice
24. Performance control
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References in Italy
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700 users 1,200 users 100 users
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