emerce efinancials 2016 - tony dingemanse & tom vanderdooren (risk & sentiance)
TRANSCRIPT
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Context is King EMERCE E-financials, Amsterdam, December 13th, 2016
Tom Vandendooren (Sentiance)
Tony Dingemanse (RISK)
THINK
BIG. InsurTech Serviceprovider
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Know your customer Current ways to understand your customer:
Face to Face
Data collection by mail and phone
Cross sell by campaigns
New ways to understand your customer today:
Mobile and App-based
Data collection by behaviour
Cross sell based on lifestyle of customers
CONTEXT IS
KING
Companies do not target
customer segments;
they address customer contexts.
Ogilvy
Back to the Future
Contextual Promise 1. Data-driven marketing, based on
insights into customer behavioral
profile and situational context
2. … enabling to tune marketing
campaigns and content to customer
profile and context in real-time
3. … delivering more relevant, engaging
and impactful interactions, as context
drives customer needs and intent
Context
is King
ROI = CNT x CXT (Σ 6W)
CONTEXT Defined
IMMEDIATE
CONTEXT
RELATIONSHIP
CONTEXT
PERSONAL
CONTEXT
REAL-TIME
SITUATION
AL
CONTEXT
PURCHASE
&
INTERACTIO
N
HISTORY
LIFESTAGE,
LIFESTYLE,
PREFERENCE
S
Mobile as a Sensory Device
Behavior
on the go
Sentiance’s core mission is to become
the reference in contextualizing human behavior
by fusing and interpreting sensor data
AMBIENT INTELLIGENCE to enable the IOU (Internet of You)
From Mobile Data to Contextual Engagement
COLLECT SENSOR DATA
Using smartphone sensors to
capture location and motion signals
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UNLOCK REAL-TIME CONTEXT
Applying machine learning to interpret
behavioral patterns and context
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ENABLE CONTEXTUAL MARKETING
Leveraging actionable insights to
enable context aware assistance
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Sense and interpret the situational
cues of a mobile user
Uncover habits and predict
human behavior
LAYER 1
LAYER 2
LAYER 3
SHOPPING & ENTERTAINMENT
LEISURE
NIGHT OUT CULTURAL EVENT
SOCIALNESS
KIDS DO/PU
WALKING RUNNING DRIVING
(CAR)
TRAIN/BUS/TRAM
WEEKDAY/WEEKE
ND
IN KITCHEN STATIONARY @ RESTAURANT/SHOP/VENUE
ROUTINES … SPORTING
DINING OUT
COMMUTE FROM/TO
SEMANTIC TIME (eg
MORNING)
SHOPPING
OFFICE
BUSINESS LUNCH
WORKING
IRR
PLACE
COMMUTING & MOBILITY
WORK/LIFE
FOOD
HOME
CONTEXT defines the 6W
Learn the personal affinities and
patterns of a mobile user
SEGMENTS
MOMENTS
EVENTS BIKING
WHY
WHAT, WHERE, WHEN, HOW
WHO
HOLIDA
Y ENTERING, LEAVING,
NEAR, …
TRAVELING
Personalization from segments to context
Who?
What?
Where?
When?
Why?
How? SEGMENT
PERSON
CONTEXT
REAL LIFE
behavioral profiling
REAL TIME
context-aware engagement
Smart mobility &
Fleet management
Smart Home services
& Lifestyle Based Insurance
Connected Car
Remote patient monitoring,
Care adherence &
Health coaching
Customer loyalty & engagement Proximity & real-time marketing
Unlocking the Value from IOU
IOU
1. CUSTOMER INTELLIGENCE Enrich demographic & transaction data
with behavioral and contextual insights
2. CUSTOMER ENGAGEMENT Contextual customer experience,
engagement & assistance
3. LIFESTYLE-BASED INSURANCE Risk assessment & claim reduction
Coach & reward safe & healthy behavior
Unlocking Value From Context
WORK/LIFE Routines, semantic times, lifestages Work/Life, Mobility, Shopping, Entertainment, Health Recreate customer empathy
TRANSACTIONS/INTERACTIONS Correlate customer profile, payments & transactions, app usage Omni-channel customer interactions Leverage real-time context & behavioral profile for predictive intelligence
Customer Intelligence //
MORNING
6 AM SEMANTIC
TIME
WORKAHOLIC PROFILE SEGMENT
NIGHT OWL PROFILE SEGMENT EARLY BIRD
PROFILE SEGMENT
MORNING
9 AM SEMANTIC
TIME
CULTURE BUFF PROFILE SEGMENT
FOODIE PROFILE SEGMENT
UBER PARENT PROFILE SEGMENT
CUSTOMER EXPERIENCE Tune (app) experience to real-time context & behavioral profile Real-time personalization & customization (eg. location-based services)
CUSTOMER ENGAGEMENT Align CRM and push messages to behavioral profile (eg cross/up-sell) Leverage context for real-time engagement (eg. push notifications)
CUSTOMER ASSISTANCE Proactive recommendations & coaching based on predictive insights & comparative analysis (e.g. lifestyle-based tips)
Contextual Personalization //
WHEN we know and predict when someone is (not) likely to be responsive
“Best about an hour after I’ve arrived home from work, so I have had time to eat. Not the
days I am picking up the kids. That makes Mondays, Tuesdays and Fridays between
4pm and 5:30pm. Unless I’m stuck in traffic on the E313.“
semantic time activity moments
“Morning is when I wake up, whatever time that may be. Afternoon is when I
have eaten something and wander out shopping or whatever. Night is
when the kids are in bed and I have a horror movie on.”
MORNING ROUTINE
LUNCH TIME
EVENING ROUTINE
NIGHT TIME
SLEEPING
SHOPPING
NIGHT OUT
COMMUTE
WORKING LATE
SPORTS
BIKING
WAITING CITY TRIP
DOG WALK
AT SCHOOL
…
Lifestyle-based Insurance //
Behavioral change
Risk Profile
Behavioral Rating
Lifestyle Coaching
Demo/sociographics Claim history
Driving style & context Health scoring & lifestyle
Home activity monitoring Work/Life patterns & context
Safe driving Green mobility Healthy lifestyle Home security Energy savings
…
USER-BASED CAR INSURANCE Auto UBI & driver coaching leveraging driver profiling From pay-as-you-drive to pay-how-you-drive
LIFESTYLE-BASED HEALTH & LIFE INSURANCE Health Insurance premiums based on healthy lifestyle Well-being monitoring & coaching
HOME INSURANCE & ASSISTED LIVING Home activity monitoring & real-time risk prevention Assisted living & anomaly detection/alerts
ON-DEMAND INSURANCE Contextual insurance based on ad-hoc needs
Lifestyle-based Insurance //
REAL LIFE
behavioral profiling
REAL TIME
context-aware engagement
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Applications This technology can disrupt the insurance sector
Contextual marketing leads to customized services
Technology integrated in app
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Insurance and AI App-only (no dongles required)
Measuring of phone-usage during trips
Behavior-based pricing
Sensordata combined with IOT
Including healthdata
Coaching in lifestyle
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Insurance on demand Coming soon: Insureapp
Protect just the things your want
Pay per use based on your behaviour
Simple: Identify the object and swipe the Insurance on/off
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Get in touch Tom Vandendooren
+32 3 369 96 96
Tony Dingemanse
+31 30 634 40 50