continuously improving the customer experience

(1)

Robin Clements

(2)

Acq Part

+15%

Weer Even beter dan vorig jaar

Uitdaging door ons persoonlijk opgelost

Acq PV

+11%

XSELL

+6%

Uitstroom (nog maar)

+2,4%

Hypo’s

+100%

_ORV’s

₊

∞

(3)

households

1,216,352

Centraal Beheer Achmea serves

350,000

and sells

Centraal Beheer is one of the largest insurers in the Netherlands

(4)

share of production

8%

Centraal Beheer Achmea leads the market with an

+8

and our NPS is

And one of the leading performers in commercial terms

(5)

As confirmed by the latest reports

Share of production of top 10 insurers – all non-life insurance

Number of new non-life policies sold per month (3-month moving average)

New business in non-life insurance has increased in the past three months. More policies were sold in almost all categories,

Pe rc en ta ge s ha re o f p ro du ct io n, 3 -m on th m ov in g av era ge , n um be r o f po lic ie s so ld

(6)

compared to last year

20%

The non-life new business market has fallen by around

+10m

and OHRA, Univé, Allsecur and ANWB are spending much more on media

We maintain this position in a difficult market

(7)

compared to last year

10%

Inflow is up

+4,4mln

and so far in 2014 we have grown by

And even manage to grow

(8)

By improving our performance year on year…

Growth in inflow at CB by channel – YTD in units Growth in inflow at CB by channel - YTD in euros

+4% +17% +4% 2014 aantallen 2013 aantallen +25% +3% € 13.369 2014 x € 1.000 2013 x € 1.000

Net growth at CBA

-53% +88% +24% YTD 2013 DEC YTD 2014 DEC 2012 YTD DEC In units In euros (x € 1,000)

…by developing our online acquisition

53,500 28,500 61,000 4,800 3,870 -2,120 97,926 255,204 114,912 265,442 € 34,827 € 16,711 € 35,948

(9)

customers

2,000,000

In the space of one year we receive calls from

e-mails!

128,989

and receive

We pride ourselves on our personal contact with our customers

(10)

more likely to leave us

44%

Customers who do not have contact us are

Our customers increasingly use mobile devices, and every contact is a proven way to increase retention

25%

Mobile is no longer the future…

of our online traffic is via mobile devices

(11)

The benchmark for customer contact is rising

and new brands and propositions are fighting for attention

(12)

Acq Part

+15%

Acq PV

+11%

XSELL

+6%

+2,4%

Hypo’s

+100%

_ORV’s

₊

∞

Mission: continuously

improving the customer

(13)

Top-line effects Bottom-line effects Big data Digital acquisition Digitizing

marketing and sales activities

Digital customer service

Digitizing

the customer journey

(14)

By building our digital Foundation

Digitize customer journey Pivotal customer life events

New data sources

Excellent Customer Experience

(15)

Acq Part

+15%

Acq PV

+11%

XSELL

+6%

+2,4%

Hypo’s

+100%

_ORV’s

₊

∞

First: digitize customer

journey

(16)

Digitize customer journey

Digitization of all processes for an omni-channel

customer journey

impact

(17)

Customer uses a search engine to find car insurance

1. 2. 3. Digitize customer journey

(18)

Customer used a searchengine to find car insurance

The customer calculates a

premium online and is encouraged to phone our call center

1. 2. 3. 4. Digitize customer journey

(19)

Digitize customer journey “Even bellen” Darryl is happy to arrange the transfer of the quoted premium 1. 2. 3. Digitize customer journey

(20)

It used to take up to several weeks for customers to receive policies delivered by post

1. 2. 3. 4. Digitize customer journey

(21)

2015: where we are now

Fully digitized funnel, calls only used for exceptions 1. 2. 3. Digitize customer journey

(22)

2016: where we are heading

Digital policies and other documents available instantly 24/7 at centraalbeheer.nl 1. 2. 3. 4. Digitize customer journey

(23)

Example: Evelien helps customers report damage online, and automatically formats the report

Evelien helps customers report damage

Evelien reports all damage…

Digitize customer

(24)

Example: no claims bonus tool

From: current way of obtaining information on no-claims bonus

To: online information on consequences of submitting a claim or not

The new no-claims bonus tool can make it easier for customers to understand the consequences of submitting a claim (non-life)

Digitize customer

(25)

Digitizing the customer journey results in cost saving scenarios

In financial terms, digitization of the customer journey potentially could result in cost savings of € 20 million annually.

Digitize Customer

(26)

Acq Part

+15%

Acq PV

+11%

XSELL

+6%

+2,4%

Hypo’s

+100%

_ORV’s

₊

∞

Second: pivotal customer life

events

(27)

Pivotal customer life events

Creating a personal, tailor-made experience for every customer, every time,

everywhere.

(28)

Customer context should play a major role when providing the customer with the perfect experience

• We know what customers are looking for on our website

• Why would you show our car insurance advertisement to a customer that already has car insurance with us?

• Most websites are focused on sales, but 90% of our visitors already have one or more of our products

• If we can specifically target customers by e-mail, based on their profiles, why would we

Pivotal Customer Life Events

(29)

If you know why you want to

contact someone and who you want to reach, then you can fill in the

contact strategy.

Dynamic, customer-specific, and automated using a decision engine:

What I am going to say

Where I am going to say it (media)

(30)

Using advanced analytics to improve the customer experience

Text mining

Speech analytics Advanced call analytics

Process mining

Define lexicons to identify e-mail subjects

Identify potential for call optimization

(31)

Impact of investment in granular and fact-based marketing on net growth in retail insurance business at CB

2,7 4,0 5,0 4,8 3,9 7,8 8,5 11,2 11,8

Net growth – including next steps advanced analytics Net growth - base

(32)

Acq Part

+15%

Acq PV

+11%

XSELL

+6%

+2,4%

Hypo’s

+100%

_ORV’s

₊

∞

Third: next step in data and

customer focus

(33)

Adding new data sources

Continuously adding new data sources

(34)

Usage-based insurance: pilot to explore different pay-as-you-drive propositions

(35)

Generic source analysis: using

mathematical models to assimilate multiple internal and external data sources

(36)

Wrap up

• CBa is outperforming the consumer non-life

market

• We continuously improve the customer

experience

• Using digitization in service and marketing and

sales

• We’re building a digital foundation

• By digitizing our customer journeys

• Creating a tailor made customer experience based

on customer life events

• And taking the next step in data and customer

focus Digitize Customer Journey Pivotal Customer Life Events new data

(37)