Insurance
Marketing POV
Overview
What has changed in the world of
Commerce for InsurancePolicyholders are more connected and empowered
Changing demographics are forcing insurers to rethink their operations
Agile competitors are disrupting traditional business models
© 2015 IBM
There has been a massive change in how
people engage with brands…
As leaders we need to embrace all the information that
allows us to understand customers and serve them better
© 2015 IBM3
A Customer Satisfaction Gap
Exists in Insurance
of policyholders switched their
insurer when their needs
changed and their insurer
couldn’t keep up
WHAT POLICYHOLDERS DO…
Source: IBM IBV Study “Capturing Hearts, Minds & Market Share”
WHAT POLICYHOLDERS FEEL…
of policyholders do
not trust the
insurance industry
Expectations are high …
I want …
Insurance personalized for my
unique situation.
Instant gratification during my
insurance buying process.
The ability to access support any
time of the day or night.
© 2015 IBM5
Fostering customer engagement
Nurturing loyalty with
personalized marketing
Personalizing online experiences
Engaging agents & clients via
multichannel digital experiences
INSURERS ARE …
© 2015 IBM6
Marketing as the new growth leader
Customer Analytics
Marketing
Digital Experience
IBM Interactive
IBM for Marketing
helps you …
• Grow the value of every unique
policyholder relationship
• Deliver policyholder experiences
that create unbreakable bonds
• Create insights from human
behavior and sentiment eCommerce &
Merchandising
© 2015 IBM7
IBM Commerce Solutions for Marketing & Engagement
© 2015 IBM8
Marketing Customer Analytics Digital Experience
IBM InteractiveeCommerce &
Merchandising
• IBM Marketing Cloud
• IBM Journey Designer
• Real-Time Personalization
• Omni-Channel Marketing
• Lead Management
• Customer Experience
Analytics
• Digital Analytics
• Behavioral Analytics
• Journey Analytics
• Digital Customer Experience
• Digital Employee Experience
• Online Forms
• Web Content Manager
• Web Portal
• Digital Experience on Cloud
• WebSphere Commerce
• Sterling Order Management
• Sterling Configure, Price,
Quote
• Commerce on Cloud
Strategy, Consulting, Creative
& Design, Analytics, Cognitive
Computing and Systems
Integration capabilities
Marketing Use Case: 360° marketing delivers compelling interactions improving
insurance customer acquisition rates and maximizing profitable customer growth
Customer insight
Use advanced analytics for a deeper
understanding of customers
Seamless brand engagement
Design consistent marketing
experiences across all customer
touch points
Personalized marketing
Capitalize on new technologies to
stimulate new relationships
90% of insurers getting
closer to customer
38% of insurers have
an integrated physical /
digital strategy
34% of insurers have a
cohesive social strategy
200% - 400% increase
in response rates
15% - 30% higher
campaign ROIs
2x – 5x increase in
resource efficiency
Marketing
Engage policyholders in
relevant and rewarding experiences that makes them ask for more.
© 2015 IBM10
Advancing our agenda in these areas
Experience Design
Design based on a deep understanding of our users
Cognitive Power
Ability to see patterns and make unlikely connections
Industry Expertise
Scale with speed by developing asset-based industry solutions
Open Ecosystem
Data exchanged to develop personalized policyholder experiences
© 2015 IBM11
Experience design… We design our software around roles
We embed analytics and cognitive capabilities
We are focused on customer journeys
We are focused on deep personalizationand delivering it at scale
We use agile methodologies to deliver
innovations quickly
We don’t try to own your data – we help you
connect data – syndicate it at the right time
We don’t believe any one vendor can do
it all – therefore we invest in an
open architectures© 2015 IBM12
Industry Expertise
Experience design and digital consultancy using
disruptive thinking, visioning workshops, and cross-industry expertise
IBM IX pioneered new apps on the Apple
watch for Nationwide, Citi and Japan Airlines
IBM is a leader in digital transformation
consulting and SI services-IDC
MarketScape 2016
25 Global Design Studios
World class design and digital transformation services
© 2015 IBM13
Open Ecosystem
Ready for IBM Commerce
Pre-built integrations that deliver value faster with complimentary capabilities.
IBM Universal Behavior Exchange
For a key set of Business Partners who create and leverage a vast pool of behavioral data.
Plus…
A comprehensive set of resellers, system integrators, complimentary solution providers as well as digital marketing agencies and marketing service providers.
Investing to deliver better customer experiences…
© 2015 IBM14
350,000+Global trading entities
connected
IBM Commerce delivers nearly 15x ROI for every dollar spent
100% of the Global
Fortune top 100 insurance
companies have worked
with IBM
15,000+professionals are
dedicated to serving the
insurance industry
1 billion+ insurance transactions per
day are processed on IBM
platforms
IBM teams with
17 of the top 20
insurance companies in
the US
$100 billioncommerce transactions
analyzed Holiday
Benchmark Reports
Sources: IBM and Nucleus Research provided for illustrative purposes and is not intended to be a guarantee of future
growth rates or market opportunity; IBM analysis
© 2015 IBM15
Why choose IBM Commerce?
Powered
by Watson
Experience Design
Design based on a deep understanding of our users
Cognitive Power
Ability to see patterns and make unlikely connections
Industry Expertise
Scale with speed by developing asset-based industry solutions
Open Ecosystem
Data exchanged to develop personalized customer experiences
© 2015 IBM16
Learn how IBM can help you turn:
Transactions into relationships
Trust into loyalty
Policyholders into advocates
Suppliers into partners
© 2015 IBM17
Join the
conversation
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Twitter, LinkedIn
and Facebook
© 2015 IBM18