USING REAL TIME DATA TO ADAPT TOCONSUMER DEMOGRAPHICS AND BEHAVIOR RevolutionizING How Business Is Done

Prepared for PIMA AFFINITY 2020

Cloud-based multi-channel marketing, sales and enrollment

software that emulates and improves on face-to-face selling.

Trusted by Fortune 100 carriers, national and regional TPAs.

Revolutionizing the way the world sells financial products.

AFINIUM:

ENGAGE YOUR CUSTOMERS ON THEIR TERMS. SELL MORE FINANCIAL PRODUCTS. IT'S THAT SIMPLE.

INFORMATION:

Billions of dollars are spent on personalized outbound marketing and digital media.

THE PROBLEM:

For most customers the internet engagement and buying experience is not personal or dynamic and does not reflect real time data & insights.

Most web portals cannot dynamically adapt to each demographic, customer group, and to each individual customer.

If you don’t know who you’re talking to, it’s almost impossible to be relevant.

TRUTHS OF CUSTOMER ENGAGEMENT:

If you can’t get your message delivered at the right time, it doesn’t really matter how good it is.

If you can’t decide which of your offers are most appropriate, you can’t expect your customer to do it for you.

If you’re not managing the journey your customer is on, someone else is.

Billions of dollars are wasted because digital marketing is not integrated with the end-to-end customer search, sales and buying experience.

THE REALITY:

The customer is not engaged and valuable customer data, insights and sales are lost.

Customer data is rarely centralized, analyzed or used to influence “real time” buying decisions.

Your e-marketing / communication platform needs to be fluid enough to change and adapt to each demographic, customer group, and to each individual customer.

DEMOGRAPHICS & MARKETING:

Customers expect a consistent, quick, personal and engaging buying experience across ALL digital channels.

Enriched data / analytics will allow your marketing agency to continuously improve ROI.

IT’S A 24/7 DATA-DRIVEN DIGITAL WORLD:

85% of people said they would use the Internet in some way to purchase a life insurance policy, regardless of how they eventually make a purchase*.

80% of consumers cited more personalized service as important or very important in their decision to switch to a new insurer**.

“82 percent of respondents say that personal interaction is what drives policy holder enrollment.” **

* LIMRA and The Life Foundation Study 2013**Accenture survey February 2014

38%74%Purchase history

45%70%

User preferences (explicit customer preferences, e.g. Interests)

33%68%

32%65%

29%62%

65%54%

9%50%

11%40%

Behavior on your web properties

Interactions with the brand history (including message opens, clicks)

Browser history (including referrer, search term, ad viewed)

Personal data (including name, gender, location)

Social graph data

Behavior on your mobile apps

25%Third-party demographic data (e.g. Acorn, Mosaic) 8%

Proportion of companies using Proportion of companies saying impact on ROI is high

PERSONALIZATION DATA TYPES USED – AND THEIR IMPACT ON ROIBased on a survey of company marketers primarily from the UK

MarketingCharts.com | Data Source: Econsultancy / Adobe

December 2014

Insurance sector shows highest response rates across all industries for personalized campaignsIndustry Campaigns Visit Rate Response

Rate

Advertising, PR & Marketing Services 22 5.61 3.42

Apparel & Accessories 2 13.3 0.18

Art, Media & Entertainment 7 4.32 2.74

Automotive 136 1.54 1.12

Construction 4 1.04 0.38

Consumer Electronics 2 3.59 2.4

Education 92 3.24 2.01

Financial Services 60 4.28 3.15

Food & Beverage 1 1.51 1.49

Furniture & Appliances 1 3.65 2.23

Government 5 11.97 8.40

Health Care 22 3.93 2.10

Hotels & Travel 3 3.37 0.36

Insurance 13 13.88 10.7

IT, Software & Hardware 16 4.25 2.12

“The difference between static and data-driven, dynamic enrollment is like the

difference between having a great black box recorder and an outstanding pilot…

…If you can’t measure it, you can’t fix it, and if you can’t fix it in real-time you will

lose sales and lose customers.”

DYNAMIC VS. STATIC ENROLLMENT PORTALS:

Insurers must deliver an Integrated and Personalized end-to-end experience across these key pillars:

Personalized marketing & customer buying experience

Adaptive & fluid buying process based on demographic, profile & behavior

Integrated Technology Platform

Policy Holder Outreach

Analytics Platform

DATA DRIVEN ENGAGEMENT – HOW?

THE COMPONENTS:

Personalized Marketing & Customer Buying Experience:

Information is passed to a unique landing page based on pre-determined search keywords and parameters / demographics and all known data.

The landing page adopts the brand of the Association / Affinity member group (if any) and speaks in a language, tone and manner that is optimized for each customer profile.

The search and web experience should be device-specific and should recognize and self-adapt for mobile.

THE COMPONENTS:

Adaptive buying process based on demographic, attributes, behavior:

The landing page dynamically adapts its content and tone as customer information and behavior is gathered.

Web based call center routing /live chat enables a potential customer to speak with the right person with the right information to advise and convert them.

Context based avatars and 800 numbers can be triggered based on a customer’s unique online search history, and during application process.

THE COMPONENTS:

Integrated Technology Platform:

Creates end-to-end consistency across all channels, ensuring all information is available at all times, including purchase history and profile preferences.

Data across all channels is aggregated and analyzed to measure and improve every aspect of customer marketing, engagement, and buying experience.

Content, products price, and processes can self-adjust it (in real time) to optimize each customer buying experience based on their specific demographic / profile.

THE COMPONENTS:

Policy holder outreach:

Delivers personalized interactions for cross-sell and up-sell based on new information during the search / buying process.

Proactively recommends complimentary products, gives personalized reasons for new products during a major life event like moving or a new baby.

Example: Nationwide used a rules-based proactive live chat to reach out to consumers who stayed on pages too long. The program captured upwards of 40 percent of at-risk users, with an average chat experience satisfaction score of 4.08 out of 5, and the company recuperated the associated costs of the program within eight months.

THE COMPONENTS:

Analytics:

Analytics can help companies know WHEN, WHAT and HOW to communicate to customers and prospects, predict prospect and customer actions, optimize offers based on history, and identify when shoppers are ready for outbound calls.

By linking the ‘before enrollment’ marketing data to the ‘live’ enrollment data, you can leverage and improve acquisition rates.

You can measure and test what works best, and change it, even during the live sales process, to continuously improve customer acquisition ROI.

Platform Examples:

FULLY CONFIGURABLE JOURNEYS…

…CUSTOMIZED ANY WAY YOU LIKE

Let’s Make This Easy Let’s Make This Easy Let’s Make This Easy

EVENT-TRIGGERED VIDEO / LIVE CHAT

CONTEXT-BASED VIDEOTriggered by client profile and behavior.

INTELLIGENT CALL CENTER/BROKER AND SALES-CHANNEL INTEGRATION/ ROUTING:

Welcome to the portal. I willBe on hand to help you withYour applications as youMove towards completion.

Keep an eye out for text likeThis throughout yourJourney, as it will often helpguide you.

If you require live assistance,You can call our help-line at1-888-123-4567 or click hereto have an agent call you.

CAN I HELP?

HTML5 AND MOBILE-DEVICE SUPPORT

Desktop Version Mobile Version

HTML5 AND MOBILE-DEVICE SUPPORT

MULTI-LEVEL REPORTINGProvides valuable insights to carriers, marketing agencies, brokers and clients.

LIVE DATA ANALYTICS & SELF-LEARNING

Interpret and understand individual behavior and preferences.

Instantly steer the conversation or transaction, using predictive signals and algorithms.

Ensure sales opportunities are never missed or lost.

DATA ANALYTICS TO:

Intelligent capture and use of customer data in ‘real time’ is the key to consistently increasing your ROI.

Personalizing the end-to-end customer experience with dynamic, interactive and personalized content leads to increased sales.

THE FUTURE IS NOW

New cloud-based technology allows this to be done seamlessly and easily, and on a much larger scale than previously possible.

Welcome to world of the “Virtual Advisor” and’ “Infomediary” that can work 24/7 to leverage your channel and client relationships.

THE FUTURE IS NOW

AFINIUM LTD83 CAMBRIDGE STREETLONDON SW1V 4PS, UK

www.afinium.com

403 GREENWICH COURTNEW HOPE, PENNSYLVANIA, 18938, USA

00 1 (0) 215 862 308000 1 (0) 703 862 5715

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