Research Online - Purchase Offline. How does ROPO work in practice in the Insurance business? How can sales processes be optimized?

1. Comarch Insurance Distribution Breakfast -
ROPO in practice: experiences and case
studies
Brussels, 20th October 2016

2. Agenda
2
About us
The “digital client” and his expectations
What is ROPO?
How can we make ROPO a success?
Case study

3. CP Consulting
Management consulting and
Market research company
Based in London
Specialized in the
Insurance sector
We monitor customer and distribution trends in the
insurance industry
3

4. Our research
Insurance Price
ComparisonMobile
Our research focuses on Innovation and Distribution
Trends in Financial Services
Connected
Home
4
Millennials

5. Agenda
5
About us
The “digital client” and his expectations
What is ROPO?
How can we make ROPO a success?
Case study

6. The “digital client” and his expectations
6
Clients are more and more «Connected» via
Smartphone, Tablet e Laptops
The way customers gather information, choose and purchase
products are quickly evolving

7. The “digital client” and his expectations
7
The line between online and offline Customer
Journey is becoming more “blurred”
Often the Customer Journey starts online, on Social media or
on a search engine or on a PCW and then continues offline

8. The “digital client” and his expectations
8
Belgium has among the highest ROPO in Europe,
after Italy and France
21%
34%
27% 28% 27% 23%
0%
20%
40%
Belgium UK Germany France Spain Italy
% Online Sales
28% 24% 23%
29% 27%
34%
0%
20%
40%
Belgium UK Germany France Spain Italy
% Research Online / Purchase Offline

9. The “digital client” and his expectations
9
Once at point of sale, «advice» can influence the
purchase decision in a material way and the type of
product purchased
Importance of online presence Effectiveness of ROPO
0%
5%
10%
15%
20%
25%
30%
35%
40%
Online ROPO
Conversion
7-15%
25-50%
Purchase
Decision
First contact
with salesforce

10. Agenda
10
About us
The “digital client” and his expectations
What is ROPO?
How can we make ROPO a success?
Case study

11. Overview of ROPO within the marketing funnel:
objective is to capture “leads”
11
ResearchOnline
Purchase
Offline
ROPO is based on a funnel aimed at generating leads
online for your salesforce, which then works on conversion
Attract clients through SEO
or advertisement, generating
traffic on our landing page
1
Offer free content on the
landing page with a clear «call
to action»
2
Offer ««freemium» content to
those responding to the call to
in exchange for some personal
data
3
Use these data to contact
prospects and to convert
leads into clients
4

12. Successful ROPO models make correct use of its core
ingredients
12
ResearchOnline
“Hook”,
audience and $
spent
Landing page
and “call to
action”
Premium
Content
Contact form
and tracking
• Has to be powerful. Best include questions,
quizzes, …. Insurance “quote&buy” not enough!
• Audience has to be big enough, else nothing
comes out at the bottom of the funnel
• Presents value proposition clearly and succinctly
• Has one “call to action”, which is preeminent
• Offers clear opportunities to learn more in detail
before accepting the “call to action”
• Interesting and well structured
• Not over-abundant, so it can be read real-time
• Any additional content is hidden behind “wall”
• Very limited number of fields
• Offers a tracking code/tool to be used in-store
• Allows to choose store which will follow up

13. Topics that are attractive for your audience vs. the ones you
like
13
Sport1
2 Gossip
3 Blogs and cooking pages
5 Daily News
4 Entertaining Videos
Find ways to entertain… Insurance is very boring for
the average consumer
Topics your audience is
interested in
Topics insurers talk about
Family protection1
2 Wealth protection
3 Professional Indemnity
and Business Insurance
5 Related topics (road
safety…)
4 Investments and Savings

14. Example: Zurich Italy
Ad and «call to action»
14
Call to action in the Ad: Visit Zurichcasa.it
Benefit: discover your ideal Home and you
can win €50 in Amazon or Apple vouchers
Facebook Ads

15. Example: Zurich Italy
Landing page and further «calls to action»
15

16. Organization and incentives to ensure correct
management of leads and optimization of conversion
16
PurchaseOffiline
Share vision
Agree
commercials
Share “best
practices” /
offer tools
Track referrals
and monitor
results
• Your distribution partners will need to work on
converting the leads generated online
• If they do not understand, are not committed to
the model, it simply will not work
• For single-tied agents, can work on converted
leads/commissions
• For brokers/multi-tied agents, work per lead
• Your field partners will need to be trained /
supported on leads tracking/management to
maximize conversion
• Need to review results with partners and define
improvement plans to achieve the best results
Getting the customer data is only the first step. You need
to improve how these leads get turned into business

17. Agenda
17
About us
The “digital client” and his expectations
What is ROPO?
How can we make ROPO a success?
Case study

18. Does and don’ts in conceiving a successful ROPO
model
18
Does
• Cover topics that are
attractive for your audience
• Make it fun!
• Build trust
• Leverage social media and
influencers
• Partner with salesforce
Dont’s
• Don’t sell a product, address
a need
• Don’t built it all, but provide
the key ingredients to your
distribution partners
• Don’t compromise on
Journey and Experience
• Don’t transpose messages
and ads from offline

19. Key design questions (1/2)
19
1. What is the overall objective of our ROPO initiative? Gather contacts? Offer
configurable product information? Offer accurate quotes or indicative ones?
2. What will be the hook to engage with the consumer? Quiz, competition,…
Have we tested the effectiveness of a similar hook before?
3. How is the landing page going to be designed? Does it apply all the best
practices? Is the proposition we offer truly compelling? Is there the right
amount of information in terms of insurance product? Is it easy to
understand and structured at the right level?
4. What specific customer information are we looking to gather? Which one is
really needed? Is there a way to get the same information in a different way?
How about compliance with Data Privacy laws and other customer
protection regulations?
1
2
3
4

20. Key design questions (2/2)
20
1. How are the leads going to be passed to the salesforce?
2. What happens then? What type of follow up is expected? By when?
3. Are there clearly defined processes on how leads should be managed? What
are the tools to track and support them? Does the salesforce use them?
4. What are the training needs of the salesforce with regards to contact and
maximization of conversion?
5. Are incentives aligned? How can we make sure ROPO is creating value for
both us and the salesforce?
6. What are the overall expected results in terms of conversion? Are we
achieving them? Why? Why not?
5
6
7
8
9
10

21. Agenda
21
About us
The “digital client” and his expectations
What is ROPO?
How can we make ROPO a success?
Case study

22. Case study 1: Allianz One
Overview
22
Allianz was the first insurer to apply ROPO in Italy with
the Allianz1 product
• Launched in 2014, with
the slogan «Subscribe to
happiness»
• Configurable non Motor
product, with monthly
payments
• Client can configure
product online, but
cannot buy online
• >250.000 policies sold
• Same model for SME
with up to 5 employees
(launched in 2015)

23. Case study 1: Allianz One
Product configurator
23
• Configuration
starts with limited
infos: date of
birth, profession
and location
• “Add in” system
for covers for
Home, Personal
and Mobility
protection
• Can see and
customize them
• Can visualize the
ones included and
the price

24. Case study 1: Allianz One
Quote save and selection of agents for handover
24
• Price is quoted and paid
monthly, as per the “value
proposition” of the
product
• Can save quote and add
email address to receive
quote
• Can find and select the
most convenient agent
• Each quote is attributed a
unique number, so it can
be retrieved by any
member of the salesforce

25. Thank you!
Carlo Palmieri
Managing Director and
Founder
CP Consulting Solutions
carlo.palmieri@cpconsul.com