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Fuji Xerox 1 to 1 lab: The AIA Birthday Campaign One to One Relationship Marketing to make real customer connections

June 2009

© 2008 Fuji Xerox Co., Ltd. All rights reserved.

 AIA June 2009


1 to 1 Lab: The AIA Birthday Campaign Understanding Customer Environment and challenges (Singapore) •4000 + Agents own customer relationships, client information and sales process •+ 1,000,000 policy holders •AIA did not practice customer segmentation and profiling for relevancy •AIA had only few measurement criteria to analyze results of DM campaign on customers •Have multi products of investments and insurances to offer.  AIA June 2009


Campaign Objectives •To remind existing customers of the benefits related to the assessment of their insurance needs and give them an easy way to begin and maintain the communication •To use their birthday as a logical event to communicate with them about their existing status and the changes that affect their lives •To cross-sell and up-sell existing customers with relevant and synergistic product choices •To engage with end-users while strengthening their relationship with agents •To establish affinity with the customer by presenting the AIA product line-up as an excellent set of solutions to building a financial future •To directly collect information for future promotions and better understanding of the profile of end-users •To increase measurement window  AIA June 2009


It All Begins with the Mail With a personalized and individualized brochure delivered to the insured customer

Š 2008 Fuji Xerox Co., Ltd. All rights reserved.

ď›™ AIA June 2009


Direct Mail -Individual and Personal •Tested on 2 months (July and August birthdays, •Total records: 15,000 •Control records: 40,000 •The color changes based on gender •Images change based on gender and demographics (age, children/no children) •Text is adapted for all segments

 AIA June 2009


A Simple Brochure - But Totally Relevant Personalized to the Individual

Product Productoffer offerand andactions actionsdepend dependon onprofile, profile,segment, segment, statusand statusandpast pastpurchase purchasehistory. history.

The message comes from their agent with their phone contact ď›™ AIA June 2009


Invitation Customer to AIA Call Callto toAction Actioninvites invitescustomer customerto tovisit visittheir their personal personalAIA AIAwebsite website

Invitation to contact agent with agent telephone number appears twice

ď›™ AIA June 2009


Brochure Connects the Customer to the Web Personal PersonalURL’s URL’sdirect directthe thecustomer customerto to their theirindividual individualsite site

Invitation to contact agent with agent telephone number appears twice

 AIA June 2009


Direct Mail Connected to the Web Direct mail with the power of the web - cross-channel marketing lifts response

© 2008 Fuji Xerox Co., Ltd. All rights reserved.

 AIA June 2009


And Begins to Strengthen the Relationship Personal URL’s direct the customer to their individual site

Site welcomes them by name and wishes them a happy birthday

www.my-aia.com/teow.weng.kit.kelvin

ď›™ AIA June 2009

Site images match the direct mail


Customization at a glance


AIA Implementation Decision ••Increase Increase by by 600% 600% conversion conversion rate rate of of age age group group 21-30 21-30 ••86% 86% of of online online visitors visitors updated updated their their profile profile and and did did the the life life assessment assessment ••50% 50% downloaded downloaded their their own own birthday birthday coupons coupons ••Increase Increase Agent’s Agent’s satisfaction satisfaction ••Increase Increase valuable valuable data data collection collection and and information information on on clients clients for for future future campaigns campaigns ••Provides Provides aa complete complete window window on on customers’ customers’ profile profile and and behaviors behaviors ••Provide Provide value value to to end-customers end-customers communication. communication.


Customer Testimonial “One positive major result was the discovery that certain segments were very comfortable with the e-platform. Things like filling in the Life Assessment Surveys, and downloading our coupons, which we didn’t think they would be comfortable with,” states Grace Lim, Vice-President and Head of Customer Relations of AIA. A second major advantage created by the revised campaign was the opportunity for cost savings in the long term. “Thanks to the 1:1 Lab’s strategies, we can now be more focused and segmented in the way we market,” Lim observes. “That way, our marketing dollars can work harder for us.”


XMPie Fuji Xerox 1 to 1 lab-The AIA Birthday Campaign