THE CASER SEGUROS AGENTS AND BROKERS MAGAZINE December 2013 | nº33
Closenees speedy
Agents and
processing
new territorial structure
Brokers
comprehensive
Mediator care
costumer focus
CASER'S STRATEGIC PLAN A NEW DRIVE FOR THE FUTURE OF AGENTS AND BROKERS
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04 Our Mediators Lastest News 08 In depth Intermediation’s Strategic Plan 10 At the forefront Caser’s Strategic Plan
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Editor
Ignacio Eyries Garc铆a de Vinuesa Managing Director 路 Caser
Ready to face new scenarios As you will all know, I have been stressing Caser's firm and decisive commitment to Traditional Intermediation for some time now. The work of Agents and Brokers has always been a fundamental and irreplaceable pillar of our success. In fact, it is part of our company's DNA. The presence of traditional intermediation, which we must now consolidate together, has remained solid; not only has it not diminished, but in recent years we have even seen it grow. This growth has led to it having a significant weighting on today's income statement that, without a doubt, will continue for many years to come. However, we are well aware that our world is changing at a dizzying rate. What worked yesterday is no longer valid today and the ability to evolve and adapt is becoming increasingly vital for surviving in the 21st Century. This is why, since the beginning of 2000, we have been introducing important reforms and implementing ambitious plans and projects to strengthen the Caser network of Agents and Brokers and to boost its efficiency and competitiveness.
All this evolution is more valuable today than ever and takes centre stage in the Strategic Plan that will rejuvenate Caser as a company, preparing it to face the new scenarios to come. As the key players in this new initiative, you will soon get to know the key features of its implementation so I will not go over them here. However, I would like to highlight one of the cornerstones of the plan that I believe will lead to a notable qualitative improvement in the care and services Caser offers to Agents and Brokers. A decisive step towards the stellar role we want Traditional Intermediation to play in the company's strategy. This step is none other than the new territorial structure that is already being put in place in order to foster greater closeness with the Mediator. In this way, we will be able to increase communication, optimise management, speed up processes and maximise the efficiency and effectiveness of the Caser Agents and Brokers network. This will all be combined with a clear focus on the end customer who, one the one hand, will experience greater customer satisfaction and, on the other, will become increasing loyal.
This new structure, which is presented in more depth inside the magazine, will take shape within a new perception of the offices centred on management, care, training activities, incident resolution, commercial actions and other key concepts. The offices will be equipped with all the necessary means, resources and technology so that you will all have access to the appropriate tools and support to enable you to achieve your goals. With this in mind, I hope that you'll come to see this project as proof of Caser's unwavering support of its Agents and Brokers network and its dedication to Traditional Intermediation. In addition, I urge you all to make the very most of this new structure and, without abandoning the individual characteristics that make you unique (customer proximity and knowledge, the ability to offer advice, etc.), to use everything that is made available to you so that, together, we can move forward. And, as ever, in order to achieve this goal, in Caser you'll always find your greatest ally.
Edited: Caser Agents and Brokers Business Avda. de Burgos, 109 28050 Madrid agentesycorredores@caser.es Legal Deposit: M 23250-2002
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Summary
At the forefront 04 Caser’s Strategic Plan
Our Mediators 08 Lastest News
In depth 10 Intermediation Strategic Plan José María Campabadal
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At the forefront
CASER STRATEGIC PLAN Closer to Agents and Brokers Caser has launched a new territorial structure that is clearly orientated towards Intermediation Traditional Distribution. The new Departments will have more autonomy and control in technical and administrative duties, with a primary commercial focus.
Ignacio Martín Sánchez-Bendito
"The Strategic Plan will change the DNA of the entire company" IGNACIO MARTÍN SÁNCHEZ-BENDITO DIRECTOR OF THE AGENTS AND BROKERS BUSINESS
The launch of this plan is causing a great change in the company, modifying its very DNA. This entails significant changes that are already under way, including both structural changes, such as the creation of the four Territorial Departments and the realignment of the offices towards a model of comprehensive Mediator care, and a change of focus in the support offered to Mediators by the company as a whole in order for us to adapt as much as possible to their needs.
We are currently moving in a highly competitive insurance market within an uncertain economic landscape, in which the customer is increasingly volatile and better informed and new distribution channels are opening up all the time, weakening the leading position that Intermediation (Agents and Brokers) has occupied in recent years. As such, both Mediators and companies must react and launch various initiatives that will allow us to reinforce this leading position, such as those included in the Intermediation Strategic Plan. Caser's dedication to Intermediation is currently even stronger due to the disaffection of the banking business in certain areas, resulting in the definition of a new territorial structure designed to significantly increase business based on traditional, especially agent-based distribution. The new Territorial Departments will have more autonomy and control in technical and administrative duties, with a primary commercial focus.
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At the forefront
A carefully planned strategy leads us to the creation of four Territorial Departments configured around the following areas of responsibility: • Underwriting, with the incorporation to the Territorial Departments of the current Technical Offices for Businesses, whose purpose is to bring decisions closer to the territory and to underwrite in permanent coordination with the Mediator, so that, between them, the customer is sure to receive the quote that is best suited to their needs.
•
Sales Office, the aim of this office will be to achieve a stronger market position in its area of influence as a business development centre, through a Mediator Network with special support for Exclusive Agents, offering professional and personalised advice.
• Offices, which will be configured according to three different types in order to facilitate, achieve and provide all that is required to respond to the needs of customers and Mediators in their field of work. • Agent Network, which will hold together distribution through Exclusive Agents, Linked Agents and Expatriates. • Development Network, comprised of Exclusive Agents as part of their Career Plan. • Brokers Network, which will provide commercial support to both Brokers and Brokerage Agencies. The new structure, with a clear orientation towards Intermediation (Agents and Brokers) and the customer based on Territorial Organisation, will be implemented through the following configuration of its offices: • Territorial Office, which will mainly be responsible for directing and managing the allocated administrative, technical and commercial resources, in guarantee of developing business and obtaining results. • Sales-Administrative Office, which will focus on providing administrative support to customers, Mediators and the sales team in its area of influence. In addition, they will also have sufficient power and responsibility to ensure an excellent service, allowing for the management and development of a Mediator Network, with special emphasis on the Internal Network (Exclusive Agents).
Territorial Office Barcelona Madrid Oviedo Sevilla
Sales Office Administrative Alicante Badajoz Las Palmas León Málaga Murcia Pamplona Santander Tenerife Valencia Vigo Zaragoza
Sales Office Ávila Bilbao I Bilbao II Burgos Cáceres Cádiz Ciudad Real Córdoba Galapagar Gerona Gijón Granada Guadalajara Huelva Jaén
Jerez La Coruña Lérida Logroño Lugo Orense Palma de Mallorca Pontevedra San Sebastián Segovia Toledo Valladolid
"Caser has reaffirmed its strong commitment to Traditional Intermediation as a line of distribution" FERNANDO DE LORENZO LÓPEZ GENERAL SECRETARY
With the launch of the Strategic Plan, Caser has shown its strong commitment to Traditional Intermediation as a line of distribution. We believe that this plan provides a better strategy for future success in a field marked by strong competition between insurers and an uncertain economic landscape. Focusing our thoughts on Agents and Brokers, and in order to boost their activity, we plan to provide them with a new structure that will strengthen communication, speed up processes, improve management and make great gains in effectiveness and efficiency. Fernando de Lorenzo López
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At the forefront
NEW STRUCTURE OF THE TERRITORIAL DEPARTMENTS
Ernesto Sanz Arnal
"The Agents and Brokers Business has become the key channel through "We must strengthen this activity within which to secure our future" the Agents and Brokers Business, ANTONIO GARCĂ?A ORTIZ which has, until recently, focused very DIRECTOR OF FINANCE AND TECHNOLOGY little on this segment" Caser is firmly committed to advancing development of the Intermediation Network as a cornerstone of future growth and as a means of somehow offsetting the weaker growth expected in other lines of business. It will not be easy, but our Management has made a definitive decision to approach this process head on, carrying out a series of significant structural changes so that from the territorial networks and offices, the traditional channel can be strengthened.
ERNESTO SANZ ARNAL DIRECTOR OF LIFE INSURANCE AND PENSIONS
Caser has proposed a structural redesign with the creation of more powerful territorial departments with greater autonomy. From the Life Insurance and Pensions Department, we must strengthen this activity within the Agents and Brokers Business, which has, until recently, focused very little on this segment. This will require a change not only of products but also in the way we operate; a transformation that we plan to carry out in collaboration with the Mediators themselves, by listening to their needs. In this process, the sales and administrative offices must have more autonomy, with a focus on providing better customer service and the Mediator being able to easily produce this level of service. There is still a lot to do, but it is all very interesting work. We want to make small victories from day one by changing processes as they arise and not waiting to make an overarching analysis and then change everything all at once.
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Antonio GarcĂa Ortiz
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At the forefront
"We are dedicated to providing continuous advice to our customers through all their insurance needs" RAMÓN NADAL DE DIOS TECHNICAL DIRECTOR OF GENERAL INSURANCE
"The Plan represents a change in our strategic orientation, looking for greater closeness to the Mediators and the customer in key aspects such as the quote and the formalisation of the insurance policy. When given the choice between one product and another, the customer looks for professional assistance to give them extra confidence. It is also important to be able to count on an expert when providing the services or to correctly manage all procedures: the Mediator can swiftly resolve any issues while remaining in close contact with the customer at all times. This is why it is so important to have a Network with the most appropriate training and background, as well as with greater autonomy and decision-making ability. Likewise, it is also vital to have a more flexible range of products, so that each Mediator can offer the insurance or level of cover required by each of their customers, depending on their needs. And all this combined with various robust computer systems and applications designed to support sales and after-sale tasks. "We are dedicated to providing continuous advice to our customers through all their insurance needs"
Germán Bautista Chamizo
"We recognise the need to restructure our territorial administrative network in terms of its commercial functions" GERMÁN BAUTISTA CHAMIZO DIRECTOR OF CUSTOMERS AND KEY ACCOUNT MANAGER
"We are facing a significant professional challenge: to reach the greatest number of customers in the territory and to do so, recognise the need to restructure our territorial administrative network in terms of its commercial functions. The ultimate aim of this change is to achieve a greater presence in the territory and to access customer profiles with a frequency of claims and local insurance needs that we can cover. The Customer Management Department focuses on guaranteeing maximum quality customer care. We work to anticipate when customers are thinking of leaving us, by carrying out predictive studies on the loss of customers and are responsible for customer retention processes. We also manage returns, when the insured party has already decided to leave the company, offering the Mediator various alternatives, such as the reduction of covers or ways of highlighting the value the Caser product's covers. And, in this last case, we make the most of all contact and interaction with the customer so the Mediator can offer them other complementary products and expand the insurance contract"
Ramón Nadal de Dios
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Our Mediators
2nd Edition of the "4Days Walking" event in Marbella sponsored by Caser
Caser has sponsored the 2nd edition of the "4Days Walking" event held in Marbella. This sponsorship arises from the collaboration agreement that Caser has maintained with the Dutch company Achmea since 2011. The two companies, belonging to the alliance of European insurers Eurapco, jointly launched the project "Under the Spanish Sun", which, through the work of Expatriate Agents, focuses on marketing health, car and home insurance to Dutch residents in Spain.
Ángeles Muñoz, Ilma. Alcaldesa de Marbella, en el centro, visita el stand de Caser Achmea
The "4Days Walking" event aimed to promote sport and healthy living amongst the participants, who covered close to 120 kilometres over the four-day event. Over 2,000 people attended this 2nd edition of the event, the majority being Dutch, many of whom lived in Spain. The "4Days Walking" event began in Holland in 1909 and arrived in Spain for the first time last year. Participants were offered medical advice from professional chiropodists in the Caser tent, where they also enjoyed prize draws and other activities. Through sponsoring this event, Caser has reconfirmed its dedication to becoming the benchmark insurer for Dutch residents and its commitment to this community.
In Denia, Caser sponsors the concert “Rock contra la inundación” The concert "Rock contra la inundación" took place on 6 August in the Plaza del Consell square in Denia, in support of the flood victims in the South of Germany. Caser sponsored this event, which saw bands with members from a range of different countries: Norway, Switzerland, Ireland, England, Germany, etc. play for over 6 hours in support of this cause. The audience, around 1,000 people, also had the chance to take part in a raffle with the chance to win a free weekend break, courtesy of Caser.
Over 2,000 people visit the "El día Holandés 2013" in La Nucía On 19 October, around 2,200 people attended the 2nd edition of "Día Holandés 2013" held in La Nucía (Alicante). In total, 72 Dutch, Belgian and Spanish companies, including Caser, took part in this event, which was organised by the Nederlandse Business Club Costa Blanca (NBCCB) in collaboration with the Town Council of La Nucía. All the exhibitors were very pleased with the volume of business and contacts made during the fair, fulfilling the primary aim of the event. There was also a number of informative talks held at the fair covering a range of notarial, banking, tax and legal topics.
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Our Mediators
The Expatriate Network and Fleur van de Put promote healthy living
From left to right: Pablo Guerrero, Expatriate Network Director; Fleur van de Put; Dennis Smoolenaars and Martin Zehetbauer, Sales Assistants from this Network
At the start of the year, the Expatriate Network opened an account with the social network Twitter with the aim of promoting the Caser brand amongst the Expatriate community. In October, the account already had over 700 followers, when the average for an insurance company is around 2,000. This increase was possible thanks to the Network's dedicated tweeting about the benefits of Spain as a country and promotion healthy living, associating this with the ideal customer profile for Caser's health insurance products. Through Twitter, this Network got in touch with Fleur van de Put, a 37-year-old Dutch national, who has been living in Valencia for 7 years and loves Spain. Fleur is also a big fan
of healthy eating and goes running at least three times a week. Precisely the "Expatriate" profile that Caser was looking for. So we decided to "sponsor" her, kitting her out with from head to toe with Caser and Achmea logos. In return, Fleur agreed to spread the word about these insurance companies and always wear our sports gear when going out for a run. In July, when the sponsorship began she had 350 followers, by October she had over 1,000. In September, the Expatriate Network sales team decided to run the Valencia half marathon with Fleur, a challenge that projects the very same values upheld by this Network in its daily work: consistency, sacrifice, dedication and being passionate about your work, regardless of the market or business environment.
Sunshine&Siestas discovers the Camino de Santiago with the support of Caser At the end of July, Catherine Gaa, one of the most famous bloggers in the USA for her insight into Spanish culture, set off on the Camino de Santiago to give her followers a first-hand account of this famous pilgrimage route. This adventure, sponsored by Caser, saw Catherine and her friend and fellow blogger, Hayley Salvo, walk more than 300 kilometres over 14 days from AvilĂŠs to Santiago.
Through its Expatriate Network, Caser supported this initiative as the official sponsor of Sunshine&Siestas, providing Catherine and her friend with all the necessary material and equipment, including health insurance. This project is part of the specific sponsorship plan that the insurer has launched on social networks to bring the Expatriate community closer to Spanish culture.
Known as @Sunshinesiestas, this English teacher from Chicago who has been living in Seville for 6 years, posts practical, amusing and visual blogs on a daily basis about her experiences in Spain. It comes as no surprise that her blog, http://sunshineandsiestas.com, receives thousands of visits every month from all over the world and it was recognised in 2013 by the online magazine Flavor as one of the top 10 blogs about tourism in Spain. Here is what Catherine had to say about this adventure: "I'm really excited to share my stories and those of the other pilgrims; my daily life on the road and each village and corner I discovered. I am a huge fan of Spain and the Camino was one of my most memorable experiences".
At Lazos, we want to be closer to our Mediators. To do so, we have updated the layout of this section, and now we want our Agents and Brokers to tell us their news. Get involved and send your news to agentesycorredores@caser.es!
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In depth
INTERMEDIATION STRATEGIC PLAN
José María Campabadal, Chairman of the Council of Spanish Mediators' Associations
"All Mediators have a future if they implement the Plan" The Council of Spanish Mediators' Associations has launched a Plan to ensure that the Intermediation sector approaches the future with greater professionalism; but it is not all down to the Mediators. They should also be supported by more favourable legislation and a clear commitment from insurance companies to this channel. Caser shows its support of Agents and Brokers.
Caser support of Mediators "Caser has taken a significant step towards Intermediation that its Agents and Brokers are beginning to appreciate. It is only a matter of time before our Mediators realise the great commitment that Caser has made. Progress over the last few years has been good, the project is going to plan and the Intermediation sector is beginning to appreciate the results", explains José María Campabadal.
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In depth
The Intermediation Strategic Plan (ISP) is an initiative launched by the General Council of Spanish Mediators' Associations. Could you tell us how the project came about? Basically, the project was created for three key reasons: to respond to the crisis, to a change in customer mentality -a powerful change that has occurred very quickly- and to the legislation that has a significant effect on the sector. Could this be the most ambitious Plan the Council has ever launched? Without a doubt. Moreover, in the entire history of the sector, there has never been any other plan like it for intermediation and if we look abroad, there are only one or two examples. How was the Plan put into action? The Council organised a round of interviews with Mediators and we found a huge variety of models that needed to be group together; but we also realised that this would be very difficult without professional help. So we looked for a consultancy firm, by putting out a call for tenders, and the winning company was Capgemini. On our part, the Plan has been directed by the CECAS Study Centre, which took on a huge task, coordinating the focus groups, interviews, etc. They really have done a very professional job. What has been the most complicated stage? We had to dedicate more time to diagnosing the situation than to anything else. Around 730 Mediators took part in the project, through online personal interviews about various topics; and even some companies took part, because we could not make a plan like this without their support. We found we had a huge range of Intermediation models. The aim of the Plan is to group them all together. To do this, we created seven models for Brokers and six for Agents. This work has been very important because without it, the Plan could not progress. During this stage, what were your biggest concerns? Mainly two: that nobody was left out of the business models; and secondly, when finalising the Plan, that we did not get bogged down in the philosophical side of things; the Plan had to be something practical.
Have you managed to include all Intermediation structures? Yes, the Plan covers Mediators of all shapes and sizes: large, small, medium-sized, more or less innovative and in smaller or larger communities, since the idea of the Plan has always been that no Mediator should ever find itself in difficulty if it does things properly, regardless of its size. In addition to being aimed at both Agents and Brokers, it also has a third branch; it is not just open to members of Mediators' Associations, but to all Mediators working in the sector, whether members of these organisations or not.
What will happen to Mediators that do not follow the Plan's guidelines? The Plan covers three eventualities: if the Mediator does nothing, does little or does a lot. With a 41% market share, Mediators that do nothing could, according to the Plan, lose a point or half a point of the annual market share. But it is also true that in times of crisis, not everyone does badly and it is possible that some Mediators have no intention of following the Plan. What I can say for certain is that those Mediators whose businesses are shrinking and that do not have a plan are going to have more problems than those who do.
KEY ASPECTS OF THE PLAN The Plan revolves around five key aspects: High Value Quote, Organisation, Customer Care, Product and Legislation. Based on these 5 key aspects, 15 initiatives have been developed, each covering different strategies and action plans. Some of the key aspects have a higher workload then others, for example, Organisation and Customer Care will require greater commitment.
01.
HIGH VALUE QUOTE
02.
ORGANISATION
03. COSTUMER
04.
PRODUCT
05.
LEGISLATION Up to now, how has the Plan been received by the Intermediation sector? We are currently at 8,000 downloads. The application is definitely on the right track. I do not have any figures but I can say that there has been a lot of interest and we are tracking all experiences, offering help with the implementation. You recently met with Unespa. What is their opinion on the management of this Plan? Unespa has given a very positive assessment of the initiative: it has never been done before, is very important and is a serious proposal. We have brought our position to the management of the plan, along with the idea that the companies should strongly support Intermediation if they believe that this sector is important.
What role will Mediators play in the future of insurance distribution? The future position of Mediators will depend 40% on themselves, 40% on the insurers and 20% on the applicable legislation. There are a lot of us, but this is no reason to be alarmed. All Mediators have a future ahead of them, if they do what needs to be done, that is, if they implement the plan Which markets in our area offer the best perspectives for Mediators? Germany and France. Moreover, a very significant conclusion arises from the analysis: in terms of distribution, it is neither the customers nor the Mediators that have the final say, but rather the insurers. The market leaders have the greatest influence on distribution.
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