Benchmark of loyalty and multi-equipment practices in insurance
273 Pages
French
Release :
2022-02-07
How do sales networks build loyalty and multi-equip their customers?
AUTHOR
Marie-Caroline TABOUIS
Studies project manager
Provide an overview of the loyalty and multi-equipment systems put in place by the main insurers & bancassurances: decreasing pricing depending on product equipment, bundled offers, commercial offers for single-equipped customers, loyalty programs, “life events” oriented approach.
Question advisors about their objectives, practices and means
made available to them in terms of loyalty and multiple equipment: quantitative and qualitative objectives, contact plans, commercial approach, anti-attrition actions, OAV, etc.
Identify the way in which advisors are mobilized around customer satisfaction: objectives, quality control, recall of dissatisfied customers, etc.
Objectives of the study
1. OBJECTIVES AND METHODOLOGY
1.1. Goals
1.2. Methodology
2. COMMERCIAL OFFERS AND SYSTEMS AIMING MULTI-HOLDING
2.1. The scope of analysis retained for this part
2.2. Multi-product commercial offers (one-off or permanent)
2.3. Bundle offers (one-off or permanent)
2.4. Permanent reduction systems
3. ANIMATION OF NETWORKS AROUND MULTI-DETENTION
3.1. The quantitative objectives assigned to the sales networks and the monitoring of these objectives
3.1.1. Quantitative objectives assigned to sales networks
3.1.2. Monitoring these objectives
3.2. Reward systems
3.3. The degree of awareness of advisors regarding the issue of multiple equipment: knowledge of the equipment, monitoring indicator, objectives and mindset of advisors
3.4. Commercial animation of sales networks: targeting files, highlights, management of life events
3.4.1. Targeting files, alerts to process and commercial bounces
3.4.2. The highlights
3.4.3. Family life events
3.5. Insurance meetings
3.6. The advisor's room for maneuver to equip his clients beyond existing commercial systems
3.7. The impact of sub-annual termination in health
4. PLACE OF DIGITAL AND CONTACT CENTERS IN THE COMMERCIAL ACTIVITY OF AGENCIES
4.1. The impact of the health crisis on agency attendance
4.2. The role of the telephone platform in agency activity
4.3. The place of digital in agency activity
5. CUSTOMER RELATIONSHIP MANAGEMENT AND SYSTEMS TO BUILD LOYALTY
5.1. The level of advisor awareness and loyalty objectives
5.2. Customer segmentation based on customer loyalty, value or equipment
5.3. Customer relationship management excluding events provided for in the contract
5.4. Customer relationship management during a disaster
5.5. Customer retention actions
5.6. Customer knowledge: what incentives for the establishment to enrich it?
6. ANIMATION OF SALES NETWORKS AROUND CUSTOMER SATISFACTION
6.1. Qualitative objectives assigned to advisors
6.2. Objectives related to measuring customer satisfaction
6.3. Type of survey and method of collection
6.4. The advisors' approach before and after the satisfaction survey
6.5. Animation of sales networks around Google reviews
Companies analyzed
Study methodologies
Insurers without intermediaries
Allianz
Aviva
Axa
Generali
Thélem insurance
Insurers without intermediaries
Groupama
Maaf
Macif
Maif
Matmut
Bank insurers
Banque Populaire Auvergne-Rhône-Alpes
BNP Paribas
Alsace Savings Bank
CIC
Crédit Agricole Île-de-France
Crédit Mutuel du Sud-Ouest
Crédit Mutuel Île-de-France
The postal bank
Societe Generale
Resources allocated to carrying out the study
The recruitment of advisors, the interviews and the writing of the report were carried out internally by a project manager with several years of experience in insurance.
Method of collecting information
19 telephone interviews with employee advisors* (banks and mutual insurance companies without intermediary) and general agents.
Exploitation of Minalea databases for the identification of the main loyalty and multi-equipment systems.
Other studies that might interest you
Study plan
