Insurance Industry Services - Marketing and Distribution

ABC Insurance ABC Insurance is one of the most established life insurance groups in the region. Operating through multiple distribution channels, it enjoys one of the highest credit ratings among comparable insurers and is aggressively growing throughout the region and beyond. Committed to lifelong care for each individual customer, ABC Insurance is always seeking to build closer and more personal relationships with them.

The Challenge Like any other major insurance company, printed marketing materials still form one of the critical channels by which ABC Insurance communicates with and maintain active relationships with its customers. However, in the face of a more competitive landscape and better informed consumers, the company was finding it essential to revamp its existing approach to the management of such materials.

Cookie-cutter, one-size-fits-all can no longer be effective when it comes to marketing communications that can grab the customer’s attention and provoke a response. A highlypersonalised offering has become

indispensable to gaining sales, improving the bottomline, and growing the market share even for this very established name in insurance.

Another factor that prompted a change in mindset was the cost in terms of expenditure and production time, both of which were significant under the previous system where there was no flexibility in any of the perimeters for printed collaterals. Rigid design, content and mailing meant outdated or irrelevant materials often reached the hands of agents and customers, representing a waste of resources and opportunities to build rapport with them.

ABC Insurance, Singapore - Marketing Portal

Keeping It Personal:

More personal means better business and ABC Insurance achieves both with a new Marketing Portal

Insurance

Note: This is a genuine case pertaining to an existing Fuji Xerox client, but whose identity has been withheld at their request.

About Fuji Xerox Global Services. Fuji Xerox Global Services is the industry leader in document outsourcing and consulting services. Our unique combination of domain expertise, innovative technology and global delivery capabilities enable process re-engineering, integration, transformation and continuous innovation of your document intensive business processes and customer communications. As your business partner, we deliver operational excellence, cost efficiencies, and sustainable growth.

For more information, please email fxgsmarketing@fujixerox.com

www.fujixerox.com/eng/solution/globalservices/insurance/

The Solution A Marketing Portal that finally allows ABC Insurance managers the freedom and flexibility to customize marketing collaterals according to the nature and needs of their specific customer groups. Created by Fuji Xerox to address the limitations of the previous system, it is designed to meet multiple objectives:

• Create personalized marketing collaterals for timely distribution• Reduce man hours consumed for marketing and IT staff• Reduce production costs• Increase response rates

At the core of the portal is a collection of customisable templates for applications such as letters, postcards and brochures. Those appointed as Content Managers will be able to access all such templates, customizing and managing their contents on the portal itself.

After logging onto the site, Content Managers can make changes to contents such as text, images and product information, but only to material that has been pre-approved by ABC Insurance. Once the changes are made, the updated piece will be used the next time the manager concerned calls for it to be printed and mailed.

ABC Insurance’s IT department uses the same portal interface to upload data files for direct mailing. Each data file indicates which templates to use, and includes variable data such as recipient’s name and address, specific product information relevant to his personal profile, and a ABC Insurance sales representative’s signature and contact information. With this, the company is able to send out highly personalised marketing pieces, following a highly streamlined workflow that saves on time and cost, while getting the kind of results they deserve.

The Results With the Marketing Portal running, ABC Insurance no longer has to rely on multiple external vendors to ensure they can always send out fully personalized marketing pieces to either agents or their clients. By logging onto the portal, managers can quickly and easily obtain a customized version that features only images, text, and figures that matter to the specific recipient.

Such personalised communications is helping the company actively build up stronger relationships with agents and customers, and helping them to turn in better sales performance with the increased response. Conversely, the elimination of irrelevant or outdated marketing collaterals also helps cut unnecessary costs and thus contribute to a better and healthier bottomline.

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