BRM solution at Delta Lloyd Life: digital intelligence for the benefit of customer service

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 ad-vanced digital intelligence.

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 insur-ance market, this additional combination made Delta Lloyd Life a recognised expert in pensions.

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.

CUSTOMER CASE MICROSOFT DYNAMICS CRM

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

“As specialist in the financial sector, Realdolmen really helped us with its ‘best practices’ at each stage of the project. The best qualification of the relationship with Realdolmen: a true partnership !”

ANNE VANHAVRE, PROGRAMME MANAGER SALES MARKETING, DELTA LLOYD LIFE

A NETWORK OF 1,350 FINANCIAL ADVISERSToday Delta Lloyd Life manages over 500,000 files and operates via an in-direct model: direct contact with the final customer takes place via a net-work 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 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 Management project under the name ‘Top-sport’. Its aim is to align our resources and our processes internally. The CRM project that we have begun with Realdolmen is to a certain extent the logical consequence of this.»

COUNTRY: BelgiumINDUSTRY: Insurance

PROFILE

Delta 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

CHALLENGE

In 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.

SOLUTION

Delta Lloyd Life opted for the Microsoft Dynamics CRM platform; CRM partner Realdolmen was indeed able to offer a BRM for Insurance module (BRM = Broker Relationship Management) - Traviata CRM for Insurance Carriers - 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

• Realdolmen’s experience in the financial sector and support with its ‘Best Practices’

SOFTWAREMicrosoft Dynamics CRMTraviata CRM for Insurance Carriers

“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

A STANDARDISED AND USER-FRIENDLY SOLUTIONA demonstration of Microsoft Dynamics CRM by Realdol-men was enough to convince Delta Lloyd Life. Anne Van-havre, Sales Marketing programme manager at the insurer: “There was a good match between the size of the solution and that of our own internal organisation. The specific in-surance module developed by Realdolmen, Traviata CRM for Insurance Carriers, was also a factor in the decision.

Delta Lloyd Life consciously opted for a solution that is standardised as much as possible. The BRM for Insurance module (BRM = Broker Relationship Management) by Re-aldolmen met this need as it offered 80% of the functions mentioned in the Delta Lloyd Life specifications as stan-dard.

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 Mi-crosoft Dynamics CRM, which in addition required a mini-mum of specific development with the BRM for Insurance module.”

CENTRALISING INFORMATION TO PROVIDEIMPROVED CUSTOMER ASSISTANCEBy opting for an indirect model with various types of fi-nancial 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 internally. To-day, 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 sev-eral people at Delta Lloyd Life: the Retail sales employee, the B-to-B sales employee, the marketing department, etc. The challenge was therefore to consolidate 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 accep-tance from implementation onwards, Delta Lloyd Life cre-ated an in-house newsletter named ‘BRM Bulletin’; the marketing department even went as far as creating a spe-cific logo for the project !

MARKETING CAMPAIGNSIn addition to the 10 national campaigns every year, Delta Lloyd Life regularly carries out local campaigns - for ex-ample by offering points of sale sales actions depending on their situation and specific business plan.

To run its e-mail campaigns, the insurer uses the tool Click-Dimensions, perfectly integrated with Microsoft Dynamics CRM.

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TEL +32 2 801 55 55info@realdolmen.com

WWW.REALDOLMEN.COM

FIND OUT MORE?

ABOUT DELTA LLOYD LIFEwww.deltalloydlife.be

ABOUT TRAVIATA CRM FOR INSURANCE CARRIERSwww.traviata.eu

ABOUT REALDOLMEN:www.realdolmen.com info@realdolmen.com - T: +32 2 801 55 55

A DIGITAL SERVICE STRATEGY TO THE BROKERIn the opinion of Stéphanie Pech, the benefits of Micro-soft Dynamics CRM are not limited to a gain in efficiency or the internal sharing of information: “Microsoft Dynam-ics CRM allows us to realise a dream: that of building a real digitised service strategy towards the external finan-cial adviser.

Today, Realdolmen helps us in the analysis of the con-nection of the BRM to a new Extranet, the future work desk of the financial adviser with Delta Lloyd Life.»

A PARTNERSHIP WITH REALDOLMENAlthough Delta Lloyd Life wanted to perform daily follow-up of the CRM project itself, this would not have been possible without the experience of Realdolmen. Anne Vanhavre: “As specialist in the financial sector, Realdol-men really helped us with its ‘best practices’ at each stage of the project. The best qualification of the rela-tionship with Realdolmen: a true partnership!”

“Whilst we have dedicated a lot of time to the BRM proj-ect, 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 Realdolmen 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.

“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,

with the BRM for Insurance module from Realdolmen, only required a minimum of specific development.”

Alexander Hof, head of the CRM project, Delta Lloyd Life