Presentation: Developing and Sustaining an Effective Mobile Strategy Presented by: Varun Parekh, Director, Sales Technology & Operations, Bankers Life and Casualty A look into how Bankers Life has invested in an integrated and long term mobile strategy to grow business and reduce expense.

1. Developing and Sustaining
an Effective Mobile Strategy
Business Development Institute
October, 2014
Copyright © 2014 by Bankers Life and Casualty Company. All rights reserved. No part of this document may be reproduced, published, or
posted without the permission of Bankers Life and Casualty Company. For internal distribution only.
© 2014 Bankers Life 1

2. Background
Bankers Life
• In business since 1879
• Over 300 locations
• 5,200 career Agents
• Sell “at the kitchen table”
• Products:
– Life
– Health
– Annuities
Varun Parekh Mobile
• 11 Years w/ Bankers Life
• Director, Sales Technology
• Defined the Mobile Strategy
• Oversee:
– Web / Portal Technology
– SaaS Implementations
– Mobile Technology
– Level 2 Tech. Support
• Kicked off in 2011
• 5 mobile apps implemented
• 2 mobile SaaS platforms
• 2 industry awards won
• Leveraged:
– Partners
– MEAP
– Native
– Offline
© 2014 Bankers Life 2

3. Why Mobile?
High Use of Mobile Technology in the Field… and Growing.
88%
53%
93%
71%
9%
20%
1%
1%
Mobile apps overtake PC Internet usage in U.S. in 2014
Mobile devices accounted for 55% of Internet usage in the
United States, while PCs clocked in at only 45%.
• 47% from Apps
• 8% from mobile browsers
(Enders Analysis, 2014).
© 2014 Bankers Life 3

4. Steps to Success
1
Identify
2
Prioritize
3
Plan
4
Align
5
Develop
6
Deploy
7
Evolve
8
Integrate
9
Measure
10
Repeat
© 2014 Bankers Life 4

5. 1. Identify
Sales & Productivity
Cost
© 2014 Bankers Life 5

6. 2. Prioritize
COMPLEXITY
Higher Lower
Prior to Sales Call In Front Of (Potential) Customer After the Sales Call Sales Management
Lower EFFECTIVENESS / VALUE Higher
© 2014 Bankers Life 6

7. 3. Plan
2011
Assessment
Strategy
CBA
Technology
Partner Evaluation
PoC
T65 GPS
2012
UL
BSPN Mobile Web
BSPN (iOS)
BSPN (Android)
ePresenter
Field Mobile
Technology Survey
2013
Fact Finder
BSPN
Enhancements
ePresenter
Enhancements
eApp Enhancements
BSPN Native
Field Mobile
Technology Survey
2014
eLearner
Responsive Web
Design
BSPN Native
eP
eP Native
Illustration
Field Mobile
Technology Survey
© 2014 Bankers Life 7

8. 4. Align
Phone
• Prior to Sales Call
- Prospecting
- Activity Management
- Training
• After the Sales Call
- Customer Alerts
- Sales Tracking
- Policy Delivery
• In-Field Support
- Book of Business
- Compensation
- News
Tablet
• During Sales Call
- Sales/Mktg Presentation
- Fact Finder
- Product Builder
- Illustration
- Application Capture
- Payment Capture
• Sales Management
- Sales Tracking &
Management
- People Management
© 2014 Bankers Life 8

9. 5. Develop
Build vs Buy
MEAP vs Native
Web vs App
Online vs Offline
© 2014 Bankers Life 9

10. 6. Deploy
Support
… education, services, and communication
will increase in importance for all
stakeholders as mobile device adoption
increases.
(LIMRA, 2013)
Communicate
Train
Training financial professionals can be
especially helpful to encourage the
less tech-savvy to use mobile tools.
(LIMRA, 2014)
© 2014 Bankers Life 10

11. 7. Evolve
© 2014 Bankers Life 11

12. 8. Integrate
Deploy Enhance Integrate
Alternative
Prospecting
Fact
Finding
Sales
Presentation
Quotes &
Illustrations
Electronic
Application
Customer
Service
© 2014 Bankers Life 12

13. 9. Measure
© 2014 Bankers Life 13

14. 10. Adapt and Repeat
1
Identify
2
Prioritize
3
Plan
4
Align
5
Develop
6
Deploy
7
Evolve
8
Integrate
9
Measure
10
Repeat
© 2014 Bankers Life 14