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Management, once it was sold on the program, demanded an aggressive implementation process, with not enough time for testing.
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To set up the new system, Franks and the SmartDM team set up a number of new communications aimed at building relationships with brokers: Welcome kit mailings to new brokers when they rst register on the system. Activation emails encouraging brokers to make their rst quotes and sales. New customer thank-you mailings to thank brokers for their rst Bene tMall sale. Thank-you satisfaction surveys emailed to each broker after each sale. The email links the broker to a Web microsite that asked questions about the experience. The emails came from the regional vice president of sales for the broker s region. Reactivation emails, letters, and phone calls of two types: one for those who stopped selling, and one for those who stopped quoting. Broker newsletter emails: nine regional monthly versions. Special regional postcard/email/fax promotions. These were special communications aimed at getting information such as new carrier announcements, rate changes, and so on to brokers in a short period of time.
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For its marketing database, Bene tMall used SmartDM s DirectTR@K system, which got updates every 2 weeks from the Bene tMall system. This database stored all the information about each broker: past transactions, past marketing communications received, when the broker became a customer, and so on. The DirectTR@K system sent the emails automatically. It tracked who opened the emails, who clicked on the various links, and what emails bounced. While the DirectTR@K system sent the email communications directly, lists for the direct-mail and fax
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communications were extracted and sent to SmartDM s production division for execution. The communications were personalized and customized to include transaction data, sign-up date, and the sales rep and sales manager and their contact information. In this way, the communications appeared to have been sent to the broker by the rep whom the broker knew.
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This program was entirely new for Bene tMall. It required setting up A Web-based, multichannel, marketing system that tracked customer activity and response. Data of much higher integrity than had previously been maintained. It was necessary to pull lists on the same day as the request, which was very new to Bene tMall. User interfaces for generating queries, examining data on individual brokers, managing campaigns, and viewing marketing reports. Broker pro les, including type of practice, product sales, and transaction types. This information had not been available before. Customer satisfaction data from the Web surveys, which enabled Bene tMall to identify strong and weak personnel within the company. One-on-one direct marketing communications across several channels (email, direct mail, fax, phone, and Web microsite). With the new program, the company added a Bene tMall custom proposal, a Microsoft Excel based software tool designed to make it easier for brokers to customize insurance coverage proposals for clients. The goal of this free software was to help brokers customize proposals so that they could sell more insurance. The Web system (see Figure 9-2) permitted brokers to View side-by-side rate and bene ts comparisons for multiple policies. Add coverage options to help clients compare rates and bene ts.
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Figure 9-2
Bene tMall Web Site
View preloaded, preset spreadsheets and reports. Create nal presentations right on their laptops, then view the proposal on the screen or print it out and discuss it. After a 120-day development process, Bene tMall was able to start its rst month of the new system by sending Welcome kits to 2500 new brokers, personalized for the individual broker and the broker sales representative for each of the 11 regions. Activation emails to all new quoting brokers and all new selling brokers. Bene tMall was able to convert 5 to 10 percent of these brokers to full customers within the rst 2 months. This was true even though typical sales cycles are 3 to 6 months. It is anticipated that this percentage will at least double over time. New customer thank-you letters and gifts to all rst-time selling customers in all regions. Thank-you satisfaction surveys to all brokers completing sales each month; 25 percent of the brokers reached in the emails participated in the surveys. Reactivation emails, letters, and sales phone calls to all lapsed brokers, those who had stopped quoting and selling. Bene tMall
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