4.4. MAPFRE AND ITS DISTRIBUTORS
This chapter presents how MAPFRE works with its distributors of goods and services, explains its relationship with brokerage professionals, their selection and training, and its distribution agreements.
MAPFRE is committed to promoting omnichannels, supported by the strength of its distribution channels, strengthening its commercial network and expanding its digital business. The company, which considers distribution as a cross-disciplinary management of channels and processes, is committed through its own networks and other distribution channels to offer clients all possible options for contacting and relating. MAPFRE’s commercial global network comprises 5,872 company-owned offices (972 direct, 4,876 sub offices and 24 representative offices), 8,932 bancassurance offices and other sales points corresponding to different distribution and collaboration agreements.
Furthermore, 7,174 of the Group's employees are engaged in commercial activity in the different territorial areas (2,699 in IBERIA, 4,457 in INTERNATIONAL and 18 in the Reinsurance Unit).
The table below provides further details of the structure of MAPFRE’s global commercial network.
OFFICES 2015 2014
IBERIA
Direct and Delegate Offices 3,073 3,149
Bancassurance 3,330 3,861
Subtotal Iberia 6,403 7,010
LATAM
Direct and Delegate Offices 2,331 2,087
Bancassurance 5,602 5,623
Subtotal LATAM 7,933 7,710
INTERNATIONAL
Direct and Delegate Offices 444 288
Subtotal INTERNATIONAL 444 288
TOTAL OFFICES 14,780 15,008
The following table shows the breakdown of brokers by groups and territorial areas:
COMMERCIAL NETWORK 2015 2014 IBERIA Agents 9,498 10,999 Delegates 2,575 2,697 Brokers 5,268 5,038 Subtotal IBERIA 17,341 18,734 LATAM Agents 13,286 12,599 Delegates 7,155 6,161 Brokers 32,357 33,459 Subtotal LATAM 52,798 52,219 INTERNATIONAL Agents 8,548 6,742 Delegates 101 197 Brokers 1,542 1,397 Subtotal INTERNATIONAL 10,191 8,336
TOTAL COMMERCIAL NETWORK 80,330 79,289
This commercial model promotes the presence of the entity in each territory;, improves guidance and customer service (personal and corporate), and creates the synergies necessary to increase effectiveness and complementarity in the different distribution channels.
With the aim of strengthening relationships with brokers and developing joint ventures, MAPFRE has collaboration agreements with insurance broker associations, brokerage firms, insurance producers, micro financial companies and other bodies connected to insurance brokerage in various countries.
The relationship MAPFRE has with these professionals has been reinforced in different areas during 2015.
Transversal distribution
As a complement to traditional networks, MAPFRE continues promoting a transversal, multichannel distribution strategy in all countries, with other specialized professionals and with online and telesales. Furthermore, it is working on technological developments that strengthen the presence of the collaborators network on the Internet.
Online tools
There are consolidated online platforms for brokers to further harness the Internet and social networks for commercial management. Special mention should be made of the “NETWORK within the Network” platform in Spain, which reinforces the Internet presence in MAPFRE's offices and their capacity to interface with clients in this environment. These means are increasingly used to interact with the different channels and as a tool for promoting customer loyalty. Each country is developing initiatives in this regard to improve communication channels and make them more effective. The following examples of good practices are worth mentioning: Paraguay has seen the implementation of the MEL channel website service which enables sales channels to consult on policies, claims, quotations, issue of certificates, renewal notifications and commercial tracking by the agents. Brazil has the BB Network Blog (BB Network Blog in Movement), through which the commercial team can access its data base from any location.
In Puerto Rico there have been improvements in services offered through the company website and the MAPFRE 360 mobile application for better browsing.
Social networks and apps
The use of social networks and applications for mobile devices (smartphones and tablets) also help to promote the brand's position on the Internet and redirect business to brokers. They are also used to share experiences and information with brokers and to conduct special campaigns. In 2015, some countries developed new channels and tools for communication with collaborators and brokers, like Mexico for example, where they are using social networks to inform about innovative activities and commercial campaigns, which help to improve commercial management. The aim is to create a direct communication channel between MAPFRE and its agents which fosters communication and confidence in the same.
Chile has the "Asegurate Bien.cl" blog, offering information about the company and guidelines for generating greater knowledge on the insurance activity.
Direct marketing
Direct marketing initiatives to clients have increased, the information and consultation options for collaborators via Smartphone were improved and some countries have greatly promoted meetings and video conferences with brokers and representatives. Others have included on their websites information about the products and services of their bancassurance partners; on the portals for brokers they have included information about the new policies mandatory by law; and they have created specific microsites on their intranet with sections of interest for daily business management.
Greater efficiency
In 2015, new initiatives have also been undertaken to improve the efficiency of commercial structures, simplifying processes and implementing measures that reinforce the commercial activity and decrease the administrative burden of employees linked to the distribution or coordination of sales teams. An example of this is the measures taken by Portugal, via the integration of applications and data using internet services, considerably improving productivity and service quality. In some countries the company has operating platforms, communication and work tools, documentation and specific corporate manuals to assist the commercial activity of the brokers, and in certain cases there are specialized publications for these professionals. Spain has tools for pricing, policy purchasing and tracking of positions.
Portugal has the Brokers website. an internet platform incorporating numerous functionalities which help agents to manage their insurance portfolio, featuring information on clients, policies, payments, cancellations, claims, management committees, as well the results of commercial campaigns. Chile has the Brokers Website (MAPFRE online), which provides information on the portfolio, payments, fees and claims declarations, among other functionalities.
In the Philippines there are apps for the distributors, with a special mention for SALES KITS, which incorporates client management tools; and MAPFRE APPS, which enables intermediaries to access material for meeting and presentations.
Efficient commercialization
All countries have continued promoting technological platforms linked to marketing, commercial campaigns, incentive plans and capture and training programs to consolidate and promote the positioning of insurance distribution in their local market. One example is the
consolidation of distribution agreement strategies to improve marketing through banking institutions and auto dealerships, which was carried out in Panama.
there is ongoing training for bank agents so that they have better knowledge of MAPFRE products and there are incentive programs to promote sales.
Furthermore, in the desire to improve relations between brokers and the company, surveys have been taken to measure the degree of satisfaction in the commercial network which distributes MAPFRE products, as can be seen in the following table:
DEGREE OF SATISFACTION
Territorial area Country PERCENTAGE
IBERIA SPAIN 51 PORTUGAL 80 LATAM BRAZIL 78 PANAMA 53 PERU 88 DOMINICAN REPUBLIC 84 INTERNATIONAL MALTA 95 PUERTO RICO 75 TURKEY 74
Recruitment and training
In Spain and certain countries in Latin America, where the implementation of the commercial distribution model with brokers and own networks is more advanced, these professionals demonstrate a high degree of engagement with the company and there is a low turnover ratio in this area. This engagement is reinforced by the global and flexible nature of the Group, which allows brokers to present a personalized and complete offering adapted to the specific needs of each client. MAPFRE's commitment to its brokers is also reflected in the multiple training and service initiatives implemented to promote their business and professional development. The brokers also positively evaluate MAPFRE's solvency and reputation, which consolidates their own client management.
Another objective of MAPFRE is to promote environmental awareness among its brokers, promoting environmentally-friendly practices that also lead to savings in paper and energy consumption. Different countries have developed initiatives to involve brokers in good practices in the fields of social and environmental responsibility. Initiatives have already
saving, which enables the implementation of policies that address these two issues. Taking into account the average saving achieved per team, the estimated decrease in energy consumption achieved in the IBERIA Territorial Area in 2015 was more than 500,000 kWh when compared to 2012, the year in which the computer equipment energy saving policies were implemented.
To assess the professional competences and skills -and other aspects such as commercial efficiency or sales-oriented attitudes- the selection of new brokers has a number of commercial checks and tests available:
Professionals from the human resources and commercial areas are involved in these processes, working in collaboration to select high-potential, skilled and ethical professionals. In some countries there is an official degree for practicing as an insurance broker, and this qualification is a requirement requested by the company during the recruitment process. Once aspect in which MAPFRE stands out in its relations with brokers is the importance given to training which continuously promotes the professional development of collaborators through the provision of training tailored to the needs of each broker, with a special focus on new products, customer loyalty, initial training and recycling and centralized information. Also, in some cases, we have continued the specific skill-building program for supplementary channel offices, adapted to specific needs.
The training developed for brokers is designed to help to meet the established objectives and to contribute to the professional development of the people it targets, in accordance with each profile and the experience of each trainee.
The training programs also include corporate information designed to transmit the company’s policy, culture, strategy and values; technical training devised to raise awareness about the processes of the Group's different areas; information on new legislation affecting insurance; and commercial training conceived to provide knowledge on products, tools, skills and sales techniques.
In some countries brokers carry out assignments in different areas of the company as part of their training.
In 2015, more than 1.6 million hours of training were delivered to brokers, mainly commercial and technical training, among other subjects.
Throughout 2015, training has been provided as follows:
BROKERS Type HOURS
COMMERCIAL Multimedia 691,923 On-site 528,867 CROSS-DISCIPLINARY Multimedia 45,994 On-site 93,415 TECHNICAL Multimedia 52,351 On-site 192,037 TOTAL GENERAL 1,604,586
Distribution agreements
There are supplementary distribution channels arising from agreements with financial institutions, repair shops, car dealers, shopping malls, etc. There are also agreements with service companies and associations that distribute MAPFRE products to their clients and partners (companies or individuals).
SUPPORT FORMULAS
In some countries specific areas have been created to provide support and tracking for the commercial networks of collaborating companies for constant product improvement and adaptation; the development of training programs for the respective structures and the adaptation of marketing and management platforms; and offering commercial campaigns and incentives aimed at these collaborators.
Spain, for example, has the Recover Plan, provided with resources and investment aimed at improving support and tracking for our commercial network in collaborating entities with the aim of increasing the recovery of policies.
The following table shows the main MAPFRE distribution agreements with financial institutions:
COUNTRIES FINANCIAL INSTITUTIONS
ARGENTINA Banco Patagonia- Santander Rio- ICBC
BRAZIL Banco do Brasil, Caixa Seguros, Porto Real
COLOMBIA Banco Finandina, Banco Corpbanca, Bancamia
CHILE Banco Chile, Banco Santander, Banco
Itau.
SPAIN Bankia, Bankinter, Caja Duero, CCM
MALTA Bank of Valleta
MEXICO Compartamos Banco, Banco Forjadores
PANAMA BAC, BANVIVIENDA Y DELTA
PARAGUAY BBVA, ITAU and BANCO REGIONAL.
PERU Scotiabank, Financiera Confianza, Caja Piura
PORTUGAL BBVA, BBIC
PUERTO RICO BANCO POPULAR , SCOTIA BANK, ORIENTAL BANK
DOMINICAN REPUBLIC
BHD Leon
At the end of 2015, the Group had 2,604 distribution
agreements that complement its network's commercial activity. MAPFRE distributed its products through 8,932 bancassurance offices (of which 3,330 are in Spain, 5,424 in Brazil, and 178 in the Dominican Republic).
