Manulife Singapore Insurance Insurance Industry Services · Manulife Singapore Reinforcing a solid...
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Manulife Singapore Established in 1980, Manulife Singapore proudly represents Manulife’s global tradition of strong, reliable, and forward-thinking financial solutions in the Southeast Asian region. With a base of over 164,000 clients, served by a staff of over 200 employees and over 1,000 full-time professional Financial Planners, the company endeavours to provide real value and real solutions for their customers’ requirements throughout different life stages. The Challenge A highly competitive industry landscape requiring a strong brand to inspire trust and confidence, and solid symmetry between Manulife’s offerings and changing needs of customers. A new solution was needed, one that is fresh, personal and credible. To emphasise its brand qualities as a strong, reliable and forward thinking company, Manulife launched their “Cubes” global branding in Singapore. The first country-wide initiative to build brand awareness in Singapore through multiple platforms: newspaper, taxi shelters, and other prominent visual displays throughout the city. The Manulife’s brand experience, although strong, aims to be relatable by bringing it to customers at a more personal level. Several successful above- the-line activities were already ongoing, but a one-to-one solution was still missing to foster a Manulife relationship in the forefront of customers’ minds. To do this, the company sought to create a personalised experience of Manulife Singapore, where each customer is a treasured individual who is able to interact with the brand directly and freely. Manulife knows to be successful, it needs to tailor their services to customer’s changing requirements over each lifespan. Customers have their own individual unique story with different life cycles and changing events; such information was not always fully captured. One reason is the heavy reliance on agents to manage personal interaction with customers, adding a buffer to Manulife’s marketing efforts of its products and services. In addition, the diversity of the customer base, with ages ranging from 18 to 55 creates the necessity of constantly updating personal information of each customer to stay relevant. A solution is needed to strengthen the three-way relationship among agents, the policy holders and the brand through an effective platform. This platform needs to enhance an agent’s connection with their clients while at the same time deliver the Manulife brand experience. Manulife Singapore Reinforcing a solid symmetry with customers: Insurance provider strengthens brand relevance with ambitious cross-media campaign. Insurance Insurance Industry Services
Transcript of Manulife Singapore Insurance Insurance Industry Services · Manulife Singapore Reinforcing a solid...
Manulife SingaporeEstablished in 1980, Manulife Singapore proudly represents Manulife’s global tradition of strong, reliable, and forward-thinking financial solutions in the Southeast Asian region. With a base of over 164,000 clients, served by a staff of over 200 employees and over 1,000 full-time professional Financial Planners, the company endeavours to provide real value and real solutions for their customers’ requirements throughout different life stages.
The Challenge A highly competitive industry landscape requiring a strong brand to inspire trust and confidence, and solid symmetry between Manulife’s offerings and changing needs of customers. A new solution was needed, one that is fresh, personal and credible.
To emphasise its brand qualities as a strong, reliable and forward thinking company, Manulife launched their “Cubes” global branding in Singapore. The first country-wide initiative to build brand awareness in Singapore through multiple platforms: newspaper, taxi shelters, and other prominent visual displays throughout the city.
The Manulife’s brand experience, although strong, aims to be relatable by bringing it to customers at a more personal level. Several successful above-the-line activities were already ongoing, but a one-to-one solution was still missing to foster a Manulife relationship in the forefront of customers’ minds. To do this, the company sought to create a personalised experience of Manulife Singapore, where each customer is a treasured individual who is able to interact with the brand directly and freely.
Manulife knows to be successful, it needs to tailor their services to customer’s changing requirements over each lifespan. Customers have their own individual unique story with different life cycles and changing events; such information was not always fully captured. One reason is the heavy reliance on agents to manage personal interaction with customers, adding a buffer to Manulife’s marketing efforts of its products and services. In addition, the diversity of the customer base, with ages ranging from 18 to 55 creates the necessity of constantly updating personal information of each customer to stay relevant.
A solution is needed to strengthen the three-way relationship among agents, the policy holders and the brand through an effective platform. This platform needs to enhance an agent’s connection with their clients while at the same time deliver the Manulife brand experience.
Manulife Singapore
Reinforcing a solid symmetry with customers:
Insurance provider strengthens brand relevance with ambitious cross-media campaign.
Insurance
Insurance Industry Services
About Fuji Xerox Global Services. Fuji Xerox Global Services is the industry leader in document outsourcing and consulting services. Our unique combination of domain expertise, innovative technology and global delivery capabilities enable process re-engineering, integration, transformation and continuous innovation of your document intensive business processes and customer communications. As your business partner, we deliver operational excellence, cost efficiencies, and sustainable growth.
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The SolutionThe Fuji Xerox 1:1 Experience Service was contracted to deploy a cross-media, one-to-one campaign. The strategy was focused on the customers’ birthdays, strengthening the message that each and every customer is important to Manulife and adding a degree of intimacy to the brand experience.
The first touch point is a birthday card, personally signed by the customer’s agent and customised in terms of content and image according to customer’s gender, age group and past purchase profile. The message was designed to be warm and celebratory, without any commercial skew. However, it included a personalised web address (PURL) to drive the customer online to further enjoy their birthday experience, courtesy of Manulife.
Once they reach their personalised website, customers will be warmly greeted by images of festive balloons to interact. Clicking on each balloon brings the customer to a fun activity designed to engage with Manulife. The key activities customers will be encouraged to try are:
- The “Lucky Cube Game” inviting customers to discover their birthday gift, with the chance to win a grand prize of luxury hotel stay.
- The “Good Life Quiz”, an entertaining Q&A interaction which quizzes the customer on the insurance coverage at his current life stage.
A customer’s answers for the quiz automatically adjust the website to collect specific information while also generating welcoming tailor-made financial advices rather than cookie cutter efforts.
A soft sell approach is adopted for selling via the PURL. However, the overriding goal is to maintain a close and continuous rapport with the customers, understanding his personal story and attempting to match his needs as his life progresses through different stages.
E-mails were also used to provide an additional support channel, reminding customers who have not visited their PURL for more than 10 days and thanking those who did.
Sample Birthday Card Mailerfor Female Customer
Sample PURL for Male Customer
Sample PURL for Female Customer
The Results The campaign produced impressive results in just five months of its launch by offering a powerful combination of strategic points of contact.
- 25% response rate to the birthday card mailer, stunningly above the industry average of 3.5%.
- 13% additional click-through to birthday card mailer via reminder e-mail.
- 93% of visitors played the “Lucky Cube Game”.
- 98% of players downloaded vouchers
- Overall response rate of 30%.
The overall response rate of 30% produced a surge of personal data mined through the PURLs which added significantly to the Manulife database and can be used to tailor future communications.
The highly personalised print-cum-online campaign yielded numerous positive, enthusiastic responses from customers to both Manulife and its agents, strongly tightening the relationship among all three parties.
