Presentation by OpenSymbol h from Italy on SugarCRM Partner Summit 2012

1. SugarCRM in the Insurance
Enrico Maggi, Opensymbol

2. Scenario
Italian distribution model (it’s similar to other countries)
• Agencies are linked to a specific insurance company
• Agencies are owned by independent entrepreneurs
• Rules are currently changing in order to increase
competition

3. About us
• Opensymbol is the only SugarCRM Gold Partner in
Italy (out of a total of 12)
• 25 employees (90% of which fully involved in
SugarCRM)
• Focused in Insurance and Automotive markets
• We’re one of the 12 Partner Advisory Board members

4. Goals
• Insurance companies want to:
• Retain good customers
• Turn bad customers in to good customers
• Conquest new good customers
• Mantain a good and loyal relationship with agencies
• Increase distribution model efficency

5. Goals
 Agencies want to:
 Retain customers
 Conquest new customers
 Get cost savings

6. What’s needed: customer information

7. Challenges
 Agents are not willing to share customer infos
 A “new mentality” is required
 Agents have low IT skill
 Ins. Companies are usually big
with very slow decision processes

8. Opportunities
 Existing corporate IT solutions are:
 Old and user unfriendly
 Focused on policy, not customer
 Not integrated (different sw for different processes)
 Accessible just if you are inside the company network
 Agents are becoming aware that a change is
required

9. Opportunities
 Social networks can help gathering fresh customer
informations
 New devices (e.g. iPad) are allowing easy access to
informations while in mobility
 New technologies help building
relationships

10. The solution: SugarCRM for B2B2C (or PRM)
 Close the gap between corporate marketing
activities and distribution network (partners)
 Close the gap between customer infos gathering
point (partners) and corporate marketing
 Reduce the “digital divide” that prevents agents
executing effective local campaign

11. The solution: SugarCRM for B2B2C (or PRM)
 Streamline all sales processes:
 Budgeting top down across the sales network
 Real time forecast
 Real time KPI
 All in one information system
 Streamline all backoffice processes

12. Remember: it’s not all about software
Mr. Marco Boni (Chief Marketing, Zurich Italy) interview
Il giornale delle assicurazioni
(January, 2010)

13. The solution
Most of the data you can see contained in the
following SugarCRM screenshots are nightly gathered
from central DWH via an ETL and then properly
organized and displayed for user convenience.
The solution is a perfect mix between data coming
from Corporate ERP and data that are created at CRM
level.

14. The solution
Typically the insurance company offers different software applications to
address different business needs. All the data is collected together into one
single datawarehouse, and that’s where we usuallly read data from
Policy
Policy Claims Payment
issue
quoting system system
system
Company
DataWarehous
e

15. The solution
Nightly differential Company
data loads DataWarehous
(Customers, e
Policies, Payments,
Claims, Indicators)
One single installation
on the Amazon
Datacenter (UE zones)
Agency Agency Agency Agency Agency
1 2 3 … n
15

16. The solution

17. The solution
Screenshots

18. Different roles, different infos: Agent view
Day by day Agency Trend

19. Different roles, different infos: Agent view
Agency
Portfolio
Overview

20. Different roles, different infos: Agent view
Seller’s
details
Sales Force Management: the agent can overview his sellers

21. Different roles, different infos: seller view
Day by day Seller’s Portfoglio Trend

22. Different roles different infos: front office view
Expiring
Policies
To do list
Calls
Appointments
and meeting

23. Customer Profiling: 360°customer view

24. Customer Profiling: 360°customer view
Customer detail view
Personal
data
Insurance
Information

25. Customer Profiling: 360°customer view
Other Information

26. Amministrative and Operational Management
Insurance policy detail view

27. Amministrative and Operational Management
Premiums Collection
Collection
Data
Commission
Data

28. Amministrative and Operational Management
Claims Detail View
Claims Data

29. Sales Management
Opportunity view
Funnel

30. Sales Management

31. Marketing Management

32. Marketing Management
Campaign List Campaign Activities

33. Marketing Management
Campaign Monitoring

34. Agency Accounting System

35. Agency Accounting System
All financial record can be managed
Some records are automatically updated (coming from central data)

36. Agency Accounting System: Cash Flow
Check
Daily check between corporate data and agency data

37. Agency Accounting System: Cash Registration
Total per account
Easy cash record

38. Sales Team Commission Management
Commission calculation (to help collaborators in invoicing process to the agency)

39. Benefits for the insurance company
Popular functionalities Cost savings More Income
Marketing (HQ) DEM / Campaings Mass mailing (no external Increased campaign
Redemption Analysis cost) effectiveness thanks to
Link with agencies Lower need of scheduled redemtpion monitoring = more
Propensity indicators communication with agencies contracts
More focused target lists =
higher conversion rate
Propensity indicator drives more
sales
Sales (HQ, Area Top down target Lower need of scheduled Focus on agencies that need
assigment communication with agents more help = more deals are
Manager, Sales Target monitoring Less travels closed
Manager) Production monitoring Less phone calls Better coordination = more deals
Income monitoring are closed

40. Benefits for the agencies

41. Insurance Users
Europe
700 users 1,200 users 100 users
250 users 20 users 1,350 users
geplant