Creating an Insurance Aisle in the Store. NACUSO Spring 2009 Las Vegas, NV

Transcription

1 Creating an Insurance Aisle in the Store NACUSO Spring 2009 Las Vegas, NV

2 The Nation s Leader

3 Presenter Jeffrey Chesky President & CEO - Insuritas Founder, BIS/Insuritas Experience Fleet, CU of New England MassMutual Palmer Goodell Contact Information jchesky@insuritas.com (860)

4 Agenda Creating an Insurance Aisle in your store. Discuss strengths & weaknesses of current efforts. How technology is creating exciting innovations. Next generation strategies

5 Some Definitions CU Facing Market Facing Enterprise Solution Incremental Solution Aisle in the Store CU Driven Integration Referrals Work Flow Triggers CIF MCIF Tracking Records Demand Loads Yield

6 Why an Insurance Agency? 80-90% HIGH SPECIALITY DIFFERENTIATED 100% Members Use Expands Wallet Share Expands Market Share Annuitizing Fee Income Drives Earnings Promotes Retention Protects from Incursion Perceived Added Value LOW THRESHOLD Large Commercial Sub Standard Personal COMMODITY Standard Personal Small Commercial LOW Competitive Intensity HIGH

7 Insured Changing Shopping Approach 90% of Consumers Research Online Before Buying 27% 9% 1% 25% Out of Financial Services Products, Auto Insurance is Ranked #2 Researched Online Percentage of applicants who researched online: US Applicants Gen Y (18-27) Gen X (28-41) Young Boomers (42-51) Old Boomers (52-62) Seniors (63+) Credit Cards 59% 66% 68% 51% 48% 33% Auto Insurance 51% 58% 58% 49% 44% 27% Mortgages (refinance) 48% 63% 57% 45% 38% 31% Mortgages (purchase) 47% 52% 54% 40% 31% 25% 38% Home Equity 45% 52% 57% 40% 30% 26% Savings Accounts 44% 42% 58% 37% 35% 24% Checking Accounts 38% 37% 50% 32% 26% 23% Life Insurance 34% 32% 36% 33% 35% 27% Always Often Sometimes Rarely Never Source: icrossing Online Retail Report, 2007 Source: Forrester Research, North American Technographics Benchmark Survey, 2007

8 Traditional Methods Decreasing Auto Shopping Methods Increasing Auto Shopping Methods Decreasing Over 50% decrease Source: McKinsey Insurance Practice, gaining Insights into member Shopping and Switching Behavior

9 Multiple Resources when Obtaining Quotes Exclusively Used with Another Insurers Web Site 5% 31% 36% Online Quoting Service Called Insurer 8% 9% 34% 37% 42% 46% 25% higher close rate Agent 11% 40% 51% Additional study indicates 50% of consumers request online quotes Source: J.D. Power & Associates Insurance Shopping Study 2007; Comscore 2007

10 The Solution for CU Owned Agencies Create a Member facing Aisle Commodity oriented Fully integrated into CU Leverage 100% utilization rate CU has to own the aisle

11 Opening the Aisle The Ugly History 16% 78% 74% 64% 34% Conversion Rates 85% 46% 38% 22%

12 The Science of the Instant of Interest There are TWO times your members want to talk about insurance 1. Loan/Purchase Requires Insurance 2. Renewal Notice in Mail Instant of Interest Response Rate Time

13 Ban Referrals & Referral Fees Referral Programs Interview Rates 18% Work Flow Trigger Interview Rates 63% X-Date Mail Interview Rates 93%

14 Require Work Flow Triggers Requirements Tied to mandatory event Instant of Interest triggers workflow execution Key contact information standardized & normalized Trigger source standardized, normalized, tied back to activity goals by division Electronic Referral Requirements Electronic & instantly transferable Digital fingerprints to track workflow/procedures/service levels Data exchange bridge to agency management system NO REWARD OR RECOGNITION

15 Work Flow Work Activity Trigger Activity 1. Loan Application Completed You need insurance - our agent will call Trigger Form is completed & sent 2. Commitment Letter is Generated & Mailed Insurance listed as a Contingency Trigger Form is completed & sent 3. Approved Loan Sent to Settlement Desk Insurance is Open Item Trigger Form is completed & sent

16 Sample Trigger Form

17 The Balance of the Member Base Does your institution have a way to systematically collect & leverage x-date marketing? Dec pages from loan closings X-dates from member inquiries Insurance data during new member intake Insurance information from loan files

18 Gathering Expiration Dates Pushing & Pulling Gas Cards Vacations LCD TVs $168.00

19 Expiration Dates What do you want to Reward X-Date Penetration Goal Actual

20 Referral to Sold Ultimate Measure Personal Lines: Trigger to Sold Ratio % 30.0% 25.0% Agency Ratio 19.7% % 20.0% 15.0% % 10.0% 5.0% % 0.0% H T R G L Q O J M K I B D A F P C N E S

21 An Aisle Requires a Plan Does your institution have plans where it requires the associates to introduce a member to the agency and get critical insurance information. Built into workflows Automated or manual Part of job & features formal training

22 Statement of Work (SOW) Outlines scope of work Project approach, including phases of work typically 18 months Identifies roles & responsibilities CU Agency Technology Marketing Establishes service deliverables, resource requirements Creates timelines & escalation options

23 Call to Action Trusted Advisor

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26 Winning

27 THE Value that WORKS Insuritas Average Consumer Savings in the Month of April $518 Economy provides lift Average savings <10% $18

28 Bundled Offers & Switching 80% 70% 73% 60% 50% 40% 35% 36% 42% 44% 30% 20% 10% 38% 31% 15% 0% Price Circumstance Change 5% 8% 6% 6% Advertising Bundling Offer / Referral Service Experience % of Shoppers % of Switchers Source: JD Power Insurance Shopping Study 2007

29 2009 Lead Targets Referrals - Annualized 2009 Activity Conv % Yield New Purchase Money Mortgages % 360 New Refinance Mortgages % 66 New HELOC's & Seconds 1,200 22% 264 New Household 8,000 22% 1,760 New Direct Auto 4,800 22% 1,056 CUDL Auto 4,344 1% 43 New Commercial C&I % 105 New Commercial Real Estate 20 90% 18 Existing Residential Mortgages 5,380 0% Existing HELOC 7,424 0% Households with X-Dates - Direct Mail 43,000 4% 1,720 Households without X-Dates 61,000 2% 1,220 Direct Auto Loans 29,827 0% Owner Occupied Comm R/E 0 2% 0 Commercial Loans C & I 69 12% 8 Commercial Depositors w.out Loans 3,622 4% 145 Total Referral Yield 6766 Annual Monthly Personal Lines Yield Goal 6, Commercial Lines Yield Goal

30 Performance Benchmarking Engineered Process Hudson Valley Performance Benchmarking Report - April YTD December January February March April 12 Month YTD Rolling Ttl Total Total PERSONAL LINES RQU GOAL ,424 5,424 2,808 RQUs 1, ,429 1, ,716 11,251 4,478 RQU TO GOAL % % % % % % % % RQU - FOLO GOAL 50% 50% 50% 50% 50% 50% 50% 50% FOLOs ,700 3,690 1,268 RQU - FOLO ACT 34.74% 31.47% 20.08% 29.74% 36.32% 31.58% 32.80% 28.32% FOLO TO QUOTE GOAL 80% 80% 80% 80% 80% 80% 80% 80% QUOTs ,321 3,236 1,216 FOLO TO QUOTE ACT 83.05% % 91.99% 92.42% 90.51% 89.76% 87.70% 95.90% QUOTE TO SOLD GOAL 33% 33% 33% 33% 33% 33% 33% 33% SOLDs ,234 1, QUOTE - SOLD ACT 35.37% 31.75% 37.88% 33.43% 33.22% 37.16% 39.34% 33.88% RQU - SOLD ACT 10.21% 10.90% 7.00% 9.19% 10.92% 10.53% 11.31% 9.20% COMMERCIAL LINES CRQU GOAL RQUs RQU TO GOAL % 93.33% % % % % % % RQU - FOLO GOAL 60% 60% 60% 60% 60% 60% 60% 60% FOLOs RQU - FOLO ACT 30.77% 32.14% 20.34% 31.11% 41.18% 27.23% 26.93% 29.52% FOLO TO QUOTE GOAL 90% 90% 90% 90% 90% 90% 90% 90% QUOTs FOLO TO QUOTE ACT 75.00% 77.78% 75.00% 57.14% 92.86% 85.58% % 75.51% Sold QUOTE TO SOLD GOAL 65% 65% 65% 65% 65% 65% 65% 65% SOLDs QUOTE - SOLD ACT 50.00% 42.86% 11.11% 75.00% 15.38% 49.44% 58.42% 32.43% RQU - SOLD ACT 11.54% 10.71% 1.69% 13.33% 5.88% 11.52% 15.73% 7.23%

31 31-Dec Jan Feb Mar Apr May Jun July Aug Sep Oct Nov Dec Total Insureds Member Share Household Share Analysis Goal Hard Hardest Actual

32 31-Dec Jan Feb Mar Apr May Jun July Aug Sep Oct Nov Dec Total Insureds Commercial Share Commercial Share Analysis Goal Hard Hardest Actual

33 An Aisle in the Store

34 What We re Working On CU/insurance aisles become full service Insurance web content agency controlled Full Integration into CU core Consumer portals going live now Straight Through Binding in late 09 partial interview to personalized link Automatic remarket using previous year info

35 Member Experience is More Important Than Ever Impact of a Negative Experience: Would never go back to an organization 68% 80% Will register a complaint or tell others of a bad experience 67% 74% Posted a negative online review or blog entry 13% Fantasized about ing friends, family or colleagues asking them to boycott the company 34% Dreamed of picketing and/or defacing a company s headquarters 12% Source: 2007 RightNow Technologies member Experience Report, per Harris Interactive Online Poll

36 Closing Thoughts Two CEO questions: % of CU members Using Agency % of CU members with Expiration Dates Permanent aisle in the store Leverage infrastructure capabilities Work flow every instant of interest Plan for demand loads Information management critical 80% in 2

37 Questions & Answers Contact Information (860)