online platform - Selligent Marketing Cloud · 2014-07-01 · Selligent as a part of the chassis...
Transcript of online platform - Selligent Marketing Cloud · 2014-07-01 · Selligent as a part of the chassis...
online platform
New online platform At the end of 2012 Ditzo started a major program to build a
new website, introduce new non-life insurance products and
define a new strategy. The goal of this program was to
improve Ditzo’s profitability and provide the appropriate
tooling to our marketing department.
The new Ditzo strategy has resulted in a brand new
responsive website that supports self-service by our
customers. The website automatically adapts to the device
used, but more importantly; our marketeers are now capable
of adjusting the website’s appearance and content based on
visitor/customer profiles.
Identical chassis, different body All online platforms at a.s.r. will be built with the same
software components (building blocks), but are used
differently for all brands. Each brand has their own
characteristic logic, design and tone of voice towards
customers. In this way, we can service our clients on
differentiated ways, but in a standardised environment. This
reduces IT and operational costs significantly.
Differentiated brand portfolio The risk of working with standardized/shared environments, is
creating three identical brands that are only divergent by the
use of a different logo. In order to deliver a good customer
experience, we need to choose the appropriate combination
of tools and components for each brand / environment.
Online self-service brand Ditzo is the online brand of a.s.r. and focuses on a
specific target group, which values self-service.
Ditzo is selling simple execution-only products.
Premium Brand The Dutch insurance company for all insurances, for
a broad range of customers that prefer to be
serviced by an insurance agent. a.s.r. has a primary
focus on servicing customers through insurance
agents. The main focus of a.s.r. are private
insurances.
For Enterprises De Amersfoortse is converting from a income
insurance company to a all-round enterprising
insurance company. De Amersfoortse is positioned
as: peace of mind for now and the future and
perfect advice by a trusted advisor.
Selligent as a part of the chassis When Ditzo was founded by Fortis in 2008, the ambition was to create a
international online insurance company. Our IT greenfield was equipped
with best-of-breed applications only. Selligent was considered to be
best-of-breed in the field of Email marketing.
After the financial crisis and the disintegration of Fortis, our international
ambitions were no longer relevant. In 2012 we started a project to
integrate Ditzo in the a.s.r. organisation and thereby reduce cost. Since
a.s.r. was working with Tripolis we evaluated both tools as a part of our
generic chassis. Once again, Selligent was selected as our preferred partner.
After the (re)selection of Selligent we’ve implemented new responsive
templates with the help of RapidSugar.
The main reasons for selecting Selligent as our preferred partner are the
facts that Selligent is capable of handling multiple brands, high volumes of
e-mails to customers and insurance agents and facilitates highly complex
campaigns/automated flows.
Steering towards high customer value Ditzo has shifted it’s marketing focus from mainly New Business to
customer retention and expanding the ‘policy density’, which results
in higher customer engagement. Apart from the development of a
new environment, this also resulted in the development of customer
programs, which e-mail (re)marketing is an integral part of.
As a part of this new strategy Ditzo is better capable of targetting the
right customer groups en personalize their experience (on our
website and e-mail campaigns). Using all the available data in the
organisation, we’re able to identify profitable customer groups and
rate customer potential. This greatly improves conversion rates, ROI
and most importantly Ditzo’s combined ratio (COR).
Questions?