clm - deploy analytics to get a better understanding of your customers
TRANSCRIPT
The Customer Lifecycle Deploy analytics to get a better understanding of your customers
What is If Customer Analytics department trying to do?
6th October 2014 – Analytics for Insurance Europe - The Customer Lifecycle Marion Løken – Head of CA, If P&C Norway
Challenges in Customer Analytics
Attract, Retain and Maximize profit
6th October 2014 – Analytics for Insurance Europe - The Customer Lifecycle Marion Løken – Head of CA, If P&C Norway
How can you succeed?
Know your customers!
6th October 2014 – Analytics for Insurance Europe - The Customer Lifecycle Marion Løken – Head of CA, If P&C Norway
Risk Potential Profitability Next move
How do you know what your customer most likely next move?
Defining typical customer journeys
6th October 2014 – Analytics for Insurance Europe - The Customer Lifecycle Marion Løken – Head of CA, If P&C Norway
Consideration phase Purshase
Which type of customer is it? What did he/she buy? How did he/she buy? WHAT’S HIS/HER NEXT STEP?
Beyond the Customer Life Cycle model - Events
event
6th October 2014 – Analytics for Insurance Europe - The Customer Lifecycle Marion Løken – Head of CA, If P&C Norway
Consideration phase Purshase
Crosssell
?
How do you affect the behaviour of your customers?
6th October 2014 – Analytics for Insurance Europe - The Customer Lifecycle Marion Løken – Head of CA, If P&C Norway
Personalized client dialog
The omni-channel challenge
Same message across ALL channels
6th October 2014 – Analytics for Insurance Europe - The Customer Lifecycle Marion Løken – Head of CA, If P&C Norway
How do analytics support that?
It is all about data
6th October 2014 – Analytics for Insurance Europe - The Customer Lifecycle Marion Løken – Head of CA, If P&C Norway
and smart analysts creating insights…
6th October 2014 – Analytics for Insurance Europe - The Customer Lifecycle Marion Løken – Head of CA, If P&C Norway
Which insights?
What is the next move of this customer? How does it match what we would like him to do?
When is this going to happen? Can we push this? Can we avoid it? How?
Can we influence a customer in doing something he did not think about doing?
Measure the results of the actions.
6th October 2014 – Analytics for Insurance Europe - The Customer Lifecycle Marion Løken – Head of CA, If P&C Norway
What matters
CRM
Legal Distribution
Marketing
6th October 2014 – Analytics for Insurance Europe - The Customer Lifecycle Marion Løken – Head of CA, If P&C Norway
Technology
Real-time decisioning
6th October 2014 – Analytics for Insurance Europe - The Customer Lifecycle Marion Løken – Head of CA, If P&C Norway
… and the process
Small wins – testing concepts
Trial and error
Daring environment
6th October 2014 – Analytics for Insurance Europe - The Customer Lifecycle Marion Løken – Head of CA, If P&C Norway
But all in all…
6th October 2014 – Analytics for Insurance Europe - The Customer Lifecycle Marion Løken – Head of CA, If P&C Norway
It is about creating great customer experience
6th October 2014 – Analytics for Insurance Europe - The Customer Lifecycle Marion Løken – Head of CA, If P&C Norway