At the 2015 CX Design & Implementation Conference in Sydney in November 2015, IAG shared how they are changing how they interact with customers & partners, through innovative products, services & solutions.

1. The Millennials Are Coming!
Is Your Business Ready?
November 2015

3. 3

5. Fast Forward to 2020

10. 10,000,000,000 Devices

11. 50,000,000,000 Devices

12. $19,000,000,000,000

13. Are you ready for the next customer?

14. The Millennials Are Coming

15. By 2020, 60% of the global
workforce will be Gen Y

16. By 2035, 47% of today’s
jobs will be conducted in
some part by machines

17. 65% of today’s students
will be employed in jobs
that don’t yet exist

18. We check our mobile phone
more than 150 times each day

19. 2 out of 3 Millennials are
“No-mo-phobic”

20. Australia currently spends $13B
each year on advertising

21. $230M of Australia’s current
advertising spend is on
Mobile Advertising

22. By 2020, 51% of all advertising in
Australia will be digital
~$8.1B

23. By 2020, 72% of all that digital
marketing spend will be
Mobile Marketing
~$5.8B

24. m-Commerce now equates for
15% of all e-Commerce in the
United States

25. 53% growth in 12 months

26. Mobile

27. Media Interactions

28. 90% of consumers start a task on
one device, and finish it another

29. Context Drives Choice

32. 1. I want to know
2. I want to go
3. I want to do
4. I want to buy

35. Data

37. Predictive analytics is the practice
of extracting information from
existing data sets in order
to determine patterns and predict
future outcomes and trends

38. 1st Party Data = Your Data
2nd Party Data = Someone Else’s
3rd Party Data = Consolidated
Web & Social Data

43. Marketing

44. 83% of marketers say creating
customer centric propositions
is a priority...

45. ...yet only 23% claim to be
advanced in their implementation

46. Expect
personalised
interactions
every time
Engage with
their channel
of choice
Want relevant
dialogue to
support their
journey
Customer expectations
have amplified

47. Marketing
is more
science
than art
Customer
Experience
is the new
marketing
Market to an
audience of
1
The new rules of MARKETING
have been written

48. Marketing Automation is a
software platform that streamlines,
automates and measures
targeted marketing
campaigns to drive revenue

49. 200%

52. Winning the race

61. Our business is ready

64. FacetoFace
Phone
Print
Email
Web
Mobile
Social
Chat
Seamless Experience
Customers
Omni Channels

65. 70/20/10 Principle for Innovation
10%
Experimental
Touchpoints
Innovation
Best experiments become
emerging capabilities
Pilots with highest ROI become
agreed initiatives
20%
Emerging
Touchpoints
Pilots
70%
Tried & True
Touchpoints
Initiatives

70. Australia’s Best CX Company 2014
CGU Insurance were the inaugural winners edging out BUPA, Telstra, Virgin

71. Insurer of the Year

72. How we do it

73. • Who are they & where are they?
• What are their unmet needs?
• How do they want to transact & engage?
1. Start with the Customer
• Build the proposition desired by our customer
• Define the customer journey & experience
• Source most cost effective inputs
2. Develop the Propostion
• Identify the best channels to market
• Develop the Go To Market strategy
• Implement the supporting frameworks & tools
3. Distribute via the relevant Channels
Adapting the Model
Proposition Channels
Customer

74. Position CGU as the market leader in
customer & partner experiences,
by differentiating the interactions with
our people, processes, products and services.

75. Customer Insights
The function is...
...responsible for gathering deep, resonating human
truths and market realities, that when articulated and
fully understood, fundamentally shifts the way we think
and act.

77. Data & Analytics
Understanding the size, growth & characteristics of our market

78. Customer Experience
Understanding customer needs, motivation and behaviours
The Approach
• Identify the desired customer experience through contextual enquiry & ethnographic research
• Develop customer personas and customer journeys
• Design of customer experience map
• Ultimately design and deliver better services and experience for CGU customers & partners

79. Weighted Sales
Pipeline & Cadence
Data Driven Sales & Marketing
Lead & Opportunity Management Framework
Strategy
• Attract Customers
• Convert Customers
• Retain Customers
• Grow Customer Share of Wallet
Process
• Weighted Sales Pipeline & Effective Sales Mgmt
• Targeted Digital Marketing
• CRM & Marketing Platform
Outputs
• Increase in Leads
• Increase in Conversion
• Increase in Retention
Cross-Sell / Up Sell by
Product & Segment

80. Targeted Marketing
Inbound & Outbound Targeted Digital Marketing Solutions

81. Targeted Marketing
Inbound & Outbound Targeted Digital Marketing Solutions

82. Targeted Marketing
Marketing Automation & Orchestration Platform
Journey Builder
Develop personalised and targeted customer journeys to lead to targeted offer
Optimised Content
Single content source that can be personalised for each customer
Automation
Execute each marketing campaign for each customer in their chosen channel

85. Emerging Digital Technology
Partnering with the world’s best digital technology leaders

86. What’s else?

87. Real Time Insurance
ShareCover
InsureLiteInsurance4That

94. Social Graph
Interest Graph

98. Happen to Us
Happen Because of Us