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Delta Lloyd Life, one of the largest players on the life insurance market, set itself the objective of prolonging its growth in the years to come. After several mergers, it needed to align all resources and processes within the organisation to do this. In parallel with an ambitious Change Management programme, Delta Lloyd Life decided to invest in a CRM solution that was capable of centralising all information relating to the intermediaries - the financial advisers. Today, the sales team and the Marketing Department of Delta Lloyd Life are reaping the benefits with more efficient access to data that are of a higher quality. But above all, the CRM solution constitutes the platform for the realisation of a sales strategy: that of providing more intense support for customers with advanced digital intelligence.
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Microsoft Dynamics CRM
BRM solution at Delta Lloyd Life: digital intelligence for the benefi t of customer service
Delta Lloyd Life, one of the largest players on the life insurance market, set itself the objective of prolonging its growth in the years to come. After several merg-ers, it needed to align all resources and processes within the organisation to do this. In parallel with an ambitious Change Management programme, Delta Lloyd Life decided to invest in a CRM solution that was capable of centralising all information relating to the intermediaries - the fi nancial advisers.
Today, the sales team and the Marketing Department of Delta Lloyd Life are reaping the benefi ts with more effi cient access to data that are of a higher quality. But above all, the CRM solution constitutes the platform for the realisation of a sales strategy: that of providing more intense support for customers with advanced digital intelligence.
“As specialist in the fi nancial sector,
Travi@ta really helped us with its
‘best practices’ at each stage of the
project. The best qualifi cation of the
relationship with Travi@ta: a true
partnership !”
Anne Vanhavre, Sales Marketing Programme Manager, Delta Lloyd Life
Delta Lloyd Life was born in July 2001 with the merging of 3 Belgian companies, active on the life insurance market: CGU Life, OHRA Leven and Norwich Union. In 2008, Delta Lloyd Life merged with Swiss Life Belgium. Whilst conferring it fourth position on the Belgian group insurance market, this additional combination made Delta Lloyd Life a recognised expert in pen-sions. The company, whose registered office is located in Brussels, currently has 600 employees. Since 23 January 2013, Delta Lloyd has been quoted on the Brussels Euronext NYSE Stock Exchange.
A network of 1,350 financial advisersToday Delta Lloyd Life manages over 500,000 files and operates via an indirect model: direct contact with the final customer takes place via a network of 1,350 financial advisers, of whom 300 achieve around 80% of the insurer’s turnover. A team of 50 sales staff at Delta Lloyd Life is responsible for the relationship with the financial advisers.
Internal alignment projectInternal alignment projectStéphanie Pech, Marketing Manager: “After several mergers, our aim for the years to come is to continue on the road of internal growth whilst expanding our distribution network. Our customer assistance strategy has allowed us to refocus on the needs of our network of external financial advisers and to enter a process of change to develop a new sales policy for the assistance of our commercial partners. We have implemented a Change Manage-ment project under the name ‘Topsport’. Its aim is to align our resources and our processes internally. The CRM project that we have begun with Travi@ta is to a certain extent the logical conse-quence of this.»
A standardised and user-friendly solutionA demonstration of Microsoft Dynamics CRM by Travi@ta was enough to convince Delta Lloyd Life. Anne Vanhavre, Sales Mar-keting programme manager at the insurer: “There was a good match between the size of the solution and that of our own in-ternal organisation. The specific insurance module developed by Travi@ta was also a factor in the decision.
Delta Lloyd Life consciously opted for a solution that is standard-ised as much as possible. The BRM for Insurance module (BRM = Broker Relationship Management) by Travi@ta met this need as it offered 80% of the functions mentioned in the Delta Lloyd Life specifications as standard.
country: Belgiumindustry: Financial Services - Insurance
profileDelta Lloyd Life, born out of the merger of several Belgian companies, holds fourth position on the Belgian group insurance market. The company, whose registered office is located in Brussels, manages 500,000 individual files across 1,350 external financial advisers.
challengeIn order to realise its sales strategy - that of improved customer assistance - Delta Lloyd Life wanted to align its processes and to centralize and better share all information relating to the customer.
solutionDelta Lloyd Life opted for the Microsoft Dynamics CRM platform; CRM partner Travi@ta was indeed able to offer a BRM for Insurance module (BRM = Broker Relationship Management) - which offers 80% of the functionalities required as standard.
benefits• Realisation of a sales strategy centred on
improved customer assistance
• Centralisation and quality of customer data accessible via a single interface
• Open Microsoft Dynamics CRM architecture for integration with other systems
• Perception of a win-win situation for the sales team
• Travi@ta’s experience in the financial sector and support with its ‘Best Practices’
software & servicesMicrosoft Dynamics CRM
“Microsoft Dynamics CRM allows us to realise a dream: that of building a real digitised service strategy towards the external financial adviser.”
Stéphanie Pech, Marketing Manager, Delta Lloyd Life
Alexander Hof, head of the CRM project at Delta Lloyd Life: “Each user wants to find his own vocabulary and his way of working in a CRM solution. This was the case with Microsoft Dynamics CRM, which in addition required a minimum of specific development with the BRM for Insurance module.”
Centralising information to provide improved customer assistanceBy opting for an indirect model with various types of financial advisers, Delta Lloyd’s sales policy in the years to come will be oriented towards optimal assistance for its commercial partners.
Alexander Hof: “Good assistance means for us: knowing the adviser’s profile, knowing the contact history that we have with him and sharing this information inter-nally. Today, with Microsoft Dynamics CRM and its BRM module, the team of 50 sales staff and the marketing department have access to the same information, on a single screen.
A win-win situation for everyoneEach point of sale is in direct or indirect contact with several people at Delta Lloyd Life: the Retail sales employee, the B-to-B sales employee, the marketing department, etc. The challenge was therefore to consol-idate and share all information coming from different sources.
It is true that the implementation of a BRM solution within Delta Lloyd Life called for a certain amount of discipline on the part of each user. We expect users to enter into the CRM system all information regarding the financial adviser, his contacts, visit reports, etc. However, these same users quickly sensed the advantages: “The work is divided up between several users and is of better quality: a true win-win situation for everyone”, explains Stéphanie Pech.
To involve users in the CRM project and facilitate accept-ance from implementation onwards, Delta Lloyd Life created an in-house newsletter named ‘BRM Bulletin’; the marketing department even went as far as creating a specific logo for the project !
Marketing campaignsIn addition to the 10 national campaigns every year, Del-ta Lloyd Life regularly carries out local campaigns - for example by offering points of sale sales actions depend-ing on their situation and specific business plan.
To run its e-mail campaigns, the insurer uses the tool ClickDimensions, perfectly integrated with Microsoft Dynamics CRM.
Alexander Hof
Tel. +32 (0)2 721 88 80 www.traviata.eu - [email protected]
for more information
Microsoft: +32 (0)2 503 31 13 or www.microsoft.com.
Delta lloyd Life: www.deltalloydlife.be
“Each user wants to fi nd his own vocabulary and his way of working in a CRM solution. This
was the case with Microsoft Dynamics CRM which, with the BRM for Insurance module from Travi@ta, only required a minimum of
specifi c development.”
A digital service strategy to the brokerIn the opinion of Stéphanie Pech, the benefi ts of Microsoft Dy-namics CRM are not limited to a gain in effi ciency or the internal sharing of information: “Microsoft Dynamics CRM allows us to realise a dream: that of building a real digitised service strategy towards the external fi nancial adviser. Today, Travi@ta helps us in the analysis of the connection of the BRM to a new Extranet, the future work desk of the fi nancial adviser with Delta Lloyd Life.»
A partnership with Travi@taAlthough Delta Lloyd Life wanted to perform daily follow-up of the CRM project itself, this would not have been possible without the experience of Travi@ta. Anne Vanhavre: “As specialist in the fi nancial sector, Travi@ta really helped us with its ‘best practices’ at each stage of the project. The best qualifi cation of the relation-ship with Travi@ta: a true partnership!”
“Whilst we have dedicated a lot of time to the BRM project, the result is that today we have a platform which will be able to meet our future aspirations. The project is still in progress, but the Travi@ta consultants have already proved that they are perfectly capable of working on solutions that allow us to comply with the deadlines and budgets initially set”, concludes Stéphanie Pech.
