Omni-Channel- Management Framework

Omni-ChannelManagementFrameworkA BearingPoint AcceleratorThe Omni-Channel-Management-Framework (OCMFramework) consists of seven components andserves as a basis for the strategy development aswell as the operationalization of a firm-wideOmni-Channel-Management. Therefore, it enables,especially insurance companies, to build andsubsequently reinforce their Omni-Channelcapabilities.

MARKET DRIVERSOUR APPROACHCLIENT BENEFITSContentsMarket DriversOur ApproachClient BenefitsReferencesContactOCM Framework A BearingPoint AcceleratorREFERENCESCONTACT

MARKET DRIVERSOUR APPROACHCLIENT BENEFITSREFERENCESCONTACT Market DriversThree main market drivers for the OCM-Framework:Consumer behaviorTechnological requirementsMarket and environment Has changed significantly over the pastdecades and it has evolved into amulti-channel customer attitude Behavior patterns are characterized bymultidimensionality, individualization,sovereignty, mobility and an increased senseof entitlement Technological innovations and the spread ofICT-technologies (e.g. mobile phones) lead toan increase in electronic data exchangebetween companies and consumers Digitalization increases the potential numberof customer touch points, and thus enables amultiplication of marketing and saleschannels Saturation of markets, intensified competition,increasing harmonization of products andservices Traditional “product competition” isincreasingly superseded by the“communication competition”Insurance companies are especially lagging behind in realigning their businesses to the digital era An average agent cannot comprehensively serve more than 300 - 500 high net worth private clients Approx. 70% of customers do not have enoughcontact with agents, and thus have a high cancellation risk As a consequence, insurance companies need to act immediately and improve their customer communication across all relevant channels due toleveraging mobile technology and functionalitiesOCM Framework A BearingPoint Accelerator

MARKET DRIVERSOUR APPROACHCLIENT BENEFITSREFERENCESCONTACT Our Approach The approach serves as a basis for the strategy development as well as the operationalization of a firm-wideOmni-Channel-Management The standardized OCM-Framework contains seven different components, which cover all relevant business segments andprocesses Ready-to-go solution by means of templates and strategy roadmaps Adaptation and integration of both existing and new software solutions (e.g. CRM systems) to meet OCM requirements End-to-end assessment of sales and marketing processes Development of a functional OCM system architecture Short implementation cycles to ensure flexibility Identified benefit and cost effects for different OCM outputs OCM services also include thematically related fields like campaign or Lead-ManagementOCM Framework A BearingPoint Accelerator

MARKET DRIVERSOUR APPROACHCLIENT BENEFITSREFERENCESCONTACT Our ApproachDevelopment and Implementation of a DigitalOmni-Channel-Management StrategyStrategy Development of the strategy aiming at animproved digital customer interaction Conduction of a market analysis, consideringcompetitors, as well as customers, in order tovalidate and further steer project direction ConceptionApproach Implementation Identification of concrete customerinteraction measures in cooperation with theproduct, marketing and sales departments Establishment of a controlled process bycombining several hubs to an integrated ITlandscape Road map and rollout plan creation,coordination of subprojects Realization of identified measures throughnewly established processes and IT Continuous alignment with control functionsand IT in order to ensure legal, as well astechnical, feasibility Establishment of a customer frontendallowing individual configuration Creation of the functional specificationsconcept, in collaboration with IT and controlfunctions Assuring acceptancy through a firm-widecommunication and change managementprogram step-wise implementation approach OCM Framework A BearingPoint Accelerator

MARKET DRIVERSOUR APPROACHCLIENT BENEFITSREFERENCESCONTACT Our ApproachBearingPoint Omni-Channel-Management FrameworkOmni-Channel-Management Framework1. Strategy2. OrganizationAnchoring the Omni-Channel-Management organizationBusiness StrategyCustomer StrategyCustomer classificationCustomer analysisCustomer contact strategyin life cycle360 customer view3. Communication/Sales ChannelsCommunication channels:Personal ent Sales channels:Exclusive OrganizationDirect /pricing strategyRisk underwriting strategyMarket and competitiveanalysisRegulationsEarly detection of trendsTargetingDescription of roles, responsibilities and organizational migration paths4. Processes5. Business Case / KPIsProcesses with customercontact:Campaign ManagementLead ManagementConsulting/SalesServiceManagementBI and ReportingOCM BC (Cost / BenefitCase) and KPI FinancesKPIs related to:FinanceProcessesCustomersEmployees6. Change ManagementCommunication, mobilization and training7. IT-InfrastructureCRM SystemDWH and analysis toolsBack Office Systems (asset, damages, etc.)OCM Framework A BearingPoint AcceleratorOther IT-Infrastructure

MARKET DRIVERSOUR APPROACHCLIENT BENEFITSREFERENCESCONTACT Client Benefits Omni-Channel-Framework considers all relevant elements for the client specific development of Omni-Channel capabilities Cost-saving potential due to efficiency improvements especially for the Sales, Marketing and Customer Service processes Holistic approach to incorporate the requirements of all relevant stakeholders Optimization of the Omni-Channel Mix and creation of seamless digital customer interactions: combining strengths of digitalchannel competencies of the insurance group with the strengths of the field staffOCM Framework A BearingPoint Accelerator

MARKET DRIVERSOUR APPROACHCLIENT BENEFITSREFERENCESCONTACT ReferencesClient success storyMajor German Insurance GroupScopeDevelopment of firm wideOmni-Channel-Management (OCM) capabilities byformulating an Omni-Channel strategy as well as itsoperationalization later in scopeEfficiency improvements Especially for the Sales,Marketing and Customer Service processesOptimization of the Omni-Channel-Mix andpromoting of seamless digital customer interactionsProject ExamplesThe main instrument is theOmni-Channel-Management Framework, that coversall affected areas: Customer, Channel, Brands andMarket. It serves as starting point for theoptimization of (digital) customer interactionContinuous EngagementSuccessful execution of several sub-projects tooperationalize the defined Omni-Channel strategy inup and downstream phases:E.g. pre study, software selection process, proof ofconcept, CRM system implementation, pre studyRelease 2OCM Framework A BearingPoint AcceleratorProject ResultsThe final OCM concept includes a comprehensiveexplanation of OCM, as well as a detailedcross-project roadmap that considers thecomponents of the Omni-Channel-ManagementFrameworkPreparation and adoption of a firm wideOmni-Channel agreement that contains six differentservice packages related to the stakeholder groupsIntegration of the direct insurance groupRestructuring of Lead and Campaign-Managementaligned to OCM conceptBusiness Case shows how investments for OCM willamortize in the future

MARKET DRIVERSOUR APPROACHCLIENT BENEFITSREFERENCESCONTACT ReferencesThe client is a major German insurance group, headquartered in the city of Cologne. BearingPoint supports the client to structureand execute the Omni-Channel-Management implementation projectsBusiness needsIn 2012 the client decided to start an initiative toreach company wide Omni-Channel capabilityThe first step of this initiative was the introduction ofa modern customer relationship management (CRM)system as basis for the Omni-Channel-ManagementcapabilityBased on the top management decision to reachOmni-Channel-Management capability, acorresponding strategy, which has to be implementednow, was developedThe client founded four sub-projects to implementthe Omni-Channel-Management strategy, whichneed close cross-project steeringOur approachSupport the detailing and operationalization of theOmni-Channel strategy Identification of and reply to open projectquestions Coordination of and reply to open cross-projectquestions Development of a list of measures for eachsub-project and cross-projectOverall the collected Omni-Channel measures areintegrated into a cross-project roadmapBearingPoint particularly supports the structuring andcontrolling of the overall projectOCM Framework A BearingPoint AcceleratorClient’s resultCreation of a company wide and Omni-Channel Leadand Campaign ManagementIntegration of the direct insurance groupImplementation of back office support for the fieldstaffCombining the electronic channel competencies ofthe direct insurance group with the strength of thefield staff

MARKET DRIVERSOUR APPROACHCLIENT BENEFITSREFERENCESCONTACTContactMarkus FrankePartnerBearingPoint Germanymarkus.franke@bearingpoint.comAndreas NothdurftSenior ManagerBearingPoint Germanyandreas.nothdurft@bearingpoint.comAbout BearingPointBearingPoint consultants understand that the world of business changes constantly and that the resulting complexities demand intelligent andadaptive solutions. Our clients, whether in commercial or financial industries or in government, experience real results when they work with us. Wecombine industry, operational and technology skills with relevant proprietary and other assets in order to tailor solutions for each client’sindividual challenges. This adaptive approach is at the heart of our culture and has led to long-standing relationships with many of the world’sleading companies and organizations. Our global consulting network of 9,700 people serves clients in more than 70 countries and engages withthem for measurable results and long-lasting success.For more information, please visit: www.bearingpoint.com 2015 BearingPoint. All rights reservedOCM Framework A BearingPoint Accelerator

Omni-Channel- Management Framework A BearingPoint Accelerator The Omni-Channel-Management-Framework (OCM Framework) consists of seven components and serves as a basis for the strategy development as well as the operationalization of a firm-wide Omni-Channel-Management. Therefore, it enables, especially insurance companies, to build and