Internetverzekeren

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Published on October 18, 2009

Author: dpereira

Source: slideshare.net

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Euroforum Jaarcongres Internetverzekeren 26 november 2008, holiday Inn, Leiden

Internetverzekeren gedragsmatige marketing Dennis Pereira Inhoud 1. 1 Gedrag als basis voor segmentatie 2 2. Gedrag als basis voor ontwerp website 3 3. Gedrag als basis voor personalisatie 4 4. Gedrag als basis voor testen 5 5. Gedrag als basis voor innovatie

1 Gedrag als basis voor segmentatie Van tradionalisten en opportunisten NL 29% 29% 42%

Opportunist Internet users Tend to be middle class, and carry an above average number of policies. Have a classic view of insurance as a means of guaranteeing against risk. Continually scan the market for more suitable products. Are pragmatic and technical when purchasing, and thus attentive to price and/or product specifics. Want independent data and research, and often use the Internet to gather basic knowledge, before developing their own opinions on insurance. Are a potentially volatile group, ripe for switching insurers if the transition is easy, and acknowledge they would defect after a bad claims experience. Tend to use the Internet heavily, including for purchases. Will use the Internet increasingly in coming years. Indifferent Internet users Tend to have minimal coverage. Income may be insufficient to build a comprehensive Insurance portfolio, especially on life products. Are dubious, at best, about the value of insurance, and tend to perceive insurance as no more than a compulsory requirement. Are generally too indifferent to shop around for the best products, or do their own research. Are mainly too apathetic to be volatile. Rely exclusively on the Internet, even when subscribing to new products. Rarely switch from the Internet once they have adopted it as their distribution network. Account for about 19% of customers on average.

NL 29% 29% 42% UK +20% ‐9% ‐15%

29% 29% 42%

2 Gedrag als basis ontwerp website Gebruik van persona’s en perpetual beta

Gelimiteerde rationaliteit consument Het begrip acceptabele oplossingen (origineel: satisficing solutions) komt voort uit de psychologie van de mens.  Zodra een keuzemogelijkheid is gevonden met een acceptabele uitkomst, zal het besluitvormingsproces worden afgebroken.  Latere alternatieven zullen niet meer worden beoordeeld en uitgesloten worden van het besluitvormingsproces.  De kans bestaat dat een van de aldus verworpen alternatieven een gunstiger uitkomst zou hebben opgeleverd. Sex and the City – Persona’s Carrie serves as the Humanistic hub that brings  all the others together, and she discusses and  writes about her feelings and relationships  Samantha, the here‐and‐now, “I’ll try  anything,” confident hedonist, represents the  Spontaneous temperament  Miranda’s hard‐edged, skeptical, career‐ minded “voice‐of‐reason” perspective  corresponds to the Competitive temperament  Charlotte’s more traditional, conservative  concern for “The Rules” marks her as a  Methodical 

Conceptuele pijlers SNSBank.nl

3 Gedrag als basis voor personalisatie Gepersonaliseerd aanbod

universal search Feitelijk gedrag beste voorspeller  verkoop

Personalisatie: herkomst als bron Origin Without personalisation Personalisatie: herkomst als bron Origin With personalisation Bestel Nu Spaar  extra  voordelig

Being there were the customer is Make it personal

Call to action Don’t make me think

Call me now Instant chat

Make me an offer I can’t refuse You’ve got mail

4 Gedrag als basis voor testen Multi Variatie Testen Test & Targeting

Test & Targeting A

B

5 Gedrag als basis voor innovatie Webanalyse en productontwikkeling

Website: www.milemeter.com Teensurance offers parents the ability to monitor their teenage  children's behaviour on the road based on a GPS tracking device. Website: www.teensurance.com

Website: www.tomtom.com /www.deltalloyd.nl

Conta c t Info rmat Denn ion: is .Pere Tel.: i ra@s + 31 6 ns.nl 12 5 0 95 16 www.l inked in.com / in/de nn ispere ira

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