Microsoft Dynamics CRM

HPG Belgium manages total assets of 433 million euros in HPG Belgium manages total assets of 433 million euros in HPG Belgium manages total assets of 433 million euros in HPG Belgium manages total assets of 433 million euros in

life insurance thanks to Microsoft Dynamics CRMlife insurance thanks to Microsoft Dynamics CRMlife insurance thanks to Microsoft Dynamics CRMlife insurance thanks to Microsoft Dynamics CRM

HPG Belgium, founded in 2010, acts as a Master Broker for the

life insurance products of Prudential International Assurance

PLC, a 100% daughter company of the British Prudential Group.

The Prudential Group is a market leader in the life insurance

and pensions business in the United Kingdom and currently

counts 23,000 employees worldwide. HPG Belgium markets the

products mainly to wealthy end customers via a network of

about 200 brokers and has around 433 million euros in its port-

folio today. When HPG Belgium was founded, it was immediately

apparent that, in addition to the management of commercial

relations, the follow-up of complex financial files with the asso-

ciated legal requirements would demand a reliable administrati-

ve and CRM system. The quest for a suitable solution led to Mi-

crosoft Dynamics CRM, which was implemented by CRM part-

ner Travi@ta. In a strongly secure environment, HPG Belgium

now has a user-friendly platform that can grow along with the

company in the future.

Overview Country: Country: Country: Country: Belgium Sector:Sector:Sector:Sector: Insurance

Profile HPG Belgium HPG Belgium, founded in 2010, commercializes the life insuran-ce products of Prudential International Assurance PLC as a Mas-ter Broker. The company manages total assets of 433 million euros and works with around 200 approved brokers.

Challenge HPG Belgium needed a reliable and flexible CRM system for the follow-up of commercial relations with end customers and bro-kers and the follow-up and administration of complex files and commission calculations.

Solution With Microsoft Dynamics CRM, HPG Belgium found a reliable and secure solution that was able to be flexibly adapted by CRM partner Travi@ta to meet the specific needs of the company.

Benefits • Certainty of a widely distributed CRM system

• Adaptability to specific needs regarding file administration

and commission calculations

• Secure system thanks to authorisations at user level and

Audit Trail

• Smooth implementation with extensive test phase

• User-friendly Microsoft working environment

• Sector expertise of CRM partner Travi@ta

The young company HPG Belgium, founded in 2010 by brothers Guy and Peter Haentjens, acts as a Mas-ter Broker for the life insurance products (‘branch 23’) of Prudential International Assurance PLC. HPG Belgium took over an existing portfolio from the for-mer Master Broker in Belgium and today manages total assets of € 433 million, currently with four em-ployees. HPG Belgium occupies a unique position on the mar-ket, explains Guy Haentjens, CEO HPG Belgium: “We are neither a producer nor a broker on the consumer market. You can best compare our role to that which D’Ieteren plays on the Belgian automobile market. We are the exclusive chief importer of an insurance product that is not brought to the end consumer by us, but by our approved brokers. HPG Belgium mar-kets the products of Prudential International Assuran-ce PLC via a network of around 200 approved bro-kers.”

Proper follow-up of multiple commercial

relations

The specific situation of HPG Belgium means that the company has to maintain commercial relations with several parties. Since the company was founded, it was clear to Guy Haentjens that a reliable CRM sys-tem was indispensable in order to manage the con-tacts with end customers, brokers and Prudential it-self in a proactive way. As a business consultant, Guy Haentjens has had first-hand experience with many software implementati-ons in the past. He therefore also had clear selection criteria in mind for the choice of a new CRM system: “We absolutely needed a solution that was already widely distributed on the market: I knew indeed that this could have a positive influence on price, reliabili-ty and continuity. Microsoft Dynamics CRM is increa-singly successful on the market and satisfies this prerequisite”, explains Guy Haentjens.

www.traviata.be +32 (0)2 721 88 80

Extensive test phase during implementation is

key to success

HPG Belgium chose Travi@ta as CRM partner. The first steps in the implementation took place in Roese-lare because the company has its registered office there and the offices in Overijse still had to be ope-ned. In an initial phase, Travi@ta carried out an extensive functional analysis of the processes that had to be managed in the future system. A technical analysis and the necessary adjustments to the standard soft-ware followed. After the technical developments, Travi@ta imported the data from Prudential's IT system, followed by a thorough integrity check. Guy Haentjens: “The extensive test phase at the end of the implementation was undoubtedly the reason why we were able to go live without any problems in February 2011. The contribution of the Travi@ta em-ployees was essential in this.”

CRM as an instrument for sales and relationship

management

According to Guy Haentjens, as in every organisation, Microsoft Dynamics CRM plays a primary role as an instrument for sales and relationship management. The value of the system lies mainly in the immediate access that it offers to information regarding brokers and end customers. “With HPG Belgium, the end customer goes for an in-vestment of on average 80 to 100,000 euros. He con-sequently has certain expectations concerning the commercial relationship with his financial adviser”, states Guy Haentjens.

Complex file management and Case

Management via Microsoft Dynamics CRM

The use of Microsoft Dynamics at HPG Belgium goes a lot further than relationship management. CRM part-ner Travi@ta performed in-depth adjustments in the system so as to allow full administrative management of the policies. For this purpose a large number of new screens were created in the system. A great many names are asso-ciated with each file, since each policy can involve up to 4 holders and 10 insured parties. In addition, every file must be stored up to five years after the end of the relationship with the customer. “Given the complexity, in our sector you simply cannot cope without a powerful relational and administrative CRM system. Due to the fact the all file information is centralised in Microsoft Dynamics CRM, we are able

to work very smoothly while losing a minimum of ti-me”, explains Guy Haentjens. Customers request regular service interventions - such as partial redemption - for their file. Such inter-ventions entail quite a number of administrative obli-gations, like collecting a copy of the ID card, proof of address, etc. However, the implementation of Micro-soft Dynamics CRM as a Case Management Tool keeps time loss to a minimum for HPG Belgium.

Connecting with the financial system and

commission calculations

All commission calculations for the brokers take place in Microsoft Dynamics CRM. Travi@ta provided a con-nection with the accounting package Popsy. Commis-sion calculations can thus be immediately converted into payment proposals for the brokers, which repre-sents a substantial time saving for the administration.

Audit Trail

For a company such as HPG Belgium which handles sensitive financial information, not only is access to

“Given the complexity, in our sector you simply cannot cope without a powerful

relational and administrative CRM system. Due to the fact the all file information is

centralised in Microsoft Dynamics CRM, we are able to work very smoothly while losing a

minimum of time.”

Guy Haentjens CEO, HPG BelgiumGuy Haentjens CEO, HPG BelgiumGuy Haentjens CEO, HPG BelgiumGuy Haentjens CEO, HPG Belgium

information a key factor, but information security is also of the utmost importance. Prudential itself sub-jected Microsoft Dynamics CRM to a thorough investi-gation prior to start-up and was impressed with the system. Guy Haentjens: “In Microsoft Dynamics CRM, an Audit Trail function has been built in which allows us to fol-low up which user has carried out certain transacti-ons or has responded to requests at which time. This generates interesting information regarding for exam-ple processing times and frequently occurring re-quests. In addition, extensive authorisations can be established for all users, whereby you can precisely control who gains access to what information.”

Increased efficiency and security

Even for a smaller organisation such as HPG Belgium, a CRM system appears to be a valid investment. Guy Haentjens: “You must see CRM as a way of keeping salary costs under control. In addition, it gives a com-pany increased security: All information is in the sys-tem and when a key person leaves the company, bu-siness can carry on.” HPG Belgium achieves the same security and flexibili-ty by hosting all its software applications externally and working in a Virtual Office environment.

Cooperation with Travi@ta will continue in the

future

HPG Belgium is impressed by the quality of the analy-sis work carried out by Travi@ta. “They provided us with people who are highly experienced in the financi-al world. They were truly able to think along with us. Today, with them, we are looking into possibilities to allow our external staff to use the system on- and of-fline and to set up a self-service portal for brokers. The integration of an email-marketing tool is also an application that is currently in the study phase. The extension of the assortment with new suppliers is well under way and we anticipate few problems regar-ding the integration of these products into our exis-ting system”, concludes Guy Haentjens. ©2011 Lemarco©2011 Lemarco©2011 Lemarco©2011 Lemarco

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Partner

Travi@ta

www.traviata.be

+32 (0)2 721 88 80

info@traviata.be

For more information

For more information about the Microsoft products and

service described, call +32 (0)2 704 30 00 or visit

http://www.microsoft.be/cases, where you will find

details of other companies that use similar types of

applications.

For more information about Travi@ta, visit

www.traviata.be, or call +32 (0)2 721 88 80.

For more information about HPG Belgium, visit the web

site www.hpgb.be or call + 32 (0)2 609 08 40.

www.traviata.be +32 (0)2 721 88 80