On
Wednesday, a 30-year-old man was arrested for allegedly filming women in the
ground floor toilet at the NTUC Income Tampines building. Details of the
incident circulated on Facebook in a now-deleted post, which had photos of the
man believed to be the perpetrator.
The
police confirmed they were alerted to the case of criminal trespass and
insulting the modesty of a woman at 1am that day.
According
to the Facebook post, put up by an unnamed netizen in her late 20s, the man was
caught red-handed by her and her two female friends. He claimed to have deleted
their videos, but they still demanded for his phone and nabbed him when he
tried to flee, Stomp reported.
The
woman explained that the suspect’s phone was filled with over 10 clips of girls
undressing in the toilet cubicle. His response was to apologize non-stop and,
strangely enough, even wish them “merry Christmas”, The Straits Times said.
Describing
the incident as “traumatizing”, the victim went on to warn other females to
watch out for their surroundings, especially in empty toilets.
The
police said in a statement yesterday that investigations are ongoing. If
convicted for insulting a woman’s modesty, the man could be jailed for up to a
year, fined, or both. If found guilty of criminal trespass, he could be jailed
up to three months, fined a maximum of $1,500, or both.
Source : Coconuts
Three Marketing Automation Benefits for Cross-Selling Insurance Policies
Marketing automation has become a
game changer for the insurance industry, as it helps insurers shine the
brightest in a crowded landscape. It helps guide prospects through the buyer’s
journey, providing personalised and purposeful content delivered at optimal
times along the way. Engaged communication is a large portion of marketing
automation and insurers can additionally benefit by using the platform to
cross-sell insurance policies to existing customers.
According to the book Marketing
Metrics, the probability of selling to a new prospect is five-20%, while the
probability of selling to an existing customer is 60-70%. This translates to
the insurance industry through cross-selling, upselling for bundle discounts
and higher liability coverage. Cross-selling policies, in particular, are key
to the insurance industry’s growth, especially for profitability and increased
customer retention. Multiple policies qualify customers for additional
discounts and lead to a stronger sense of trust in the insurance company. When
policies are promoted effectively, insurers are going above and beyond
customers’ expectations by caring for their future insurance needs.
Cross-sell the right policies to
the right customers
It’s the responsibility of the insurer to address
future insurance needs to the appropriate customers, including for policy
cross-promotion. For example, if insurers are selling personal lines of
insurance, a growing family will have different policy needs than a retired
couple. Customers value policies that are relevant to them at their current
stage of life, rather than ones that they have no need for.
Similarly, knowledge is power. It
is essential to know whether existing customers already have policies that
you’re cross-selling - otherwise, you’re at risk of losing credibility and the
trust of your customer.
Marketing automation and its
database of your existing customers helps segment and determine what policies
are most relevant to which customers. Delivering the right cross-sell, to the
right policyholder, at the right time shines a positive light on you as the
customer’s insurer, because you’re recognising the subtle - but big -
difference in promoting, say, a homeowner’s policy vs. renter insurance.
Lead management helps shorten the
conversion cycle
Tighter alignment between marketing and sales
ensures greater success in galvanising more policies in a shorter amount of
time. This is an indication of lead management, which integrates a Customer
Relationship Management (CRM) platform with the marketing automation tool.
Marketing automation alone helps
sell 10% more policies per household, and lead management is number one at 13%
more policies per household. Insurers nurture their customers along the
cross-buying journey with marketing automation by addressing which additional
policies are best suited for their circumstances and why. For top and steady
results, insurers then employ lead management for warm leads that progress into
sales. When you’re able to recognise the warm leads (engaged customers that
express interest) through behavioural analytics, you can help navigate them
promptly through the buyer’s journey.
Use content marketing to trigger
automated campaigns
Take advantage of your content marketing by
setting up triggers for automated cross-promotion campaigns. For example, if
customers clicked on a link about life insurance in last week’s enewsletter, a
drip campaign about the importance of life insurance and how to choose the
right policy starts appearing in their inbox. Alternatively, host a webinar
about whether an umbrella policy is right for someone and segment your existing
customers to receive a separate campaign once they register, which is tailored
around bundles and can apply pre-collected data for further personalisation.
When your customers are gathering information on your website beyond the
policies they already have, they are probably curious about what else is out
there. Marketers will then be able to deliver relevant emails based on the
information from their browsing history.
These automated campaigns can
even be as simple as one that begins 90 days before customers’ policy renewal
dates: the optimal time for them to review their current policy and see if any
changes need to be made. However, this can also be seen as your opportunity to
learn more about their evolving circumstances. This helps your database stay
updated and helps you, as their insurer, understand which policies are most
relevant for their needs.
Marketing automation, combined
with CRM integration to equal lead management, gives insurance groups of all
types and sizes the behavioural analytics and stored data they need to
effectively cross-sell policies. The introductory promotion of an additional policy
can help or hinder the existing customer relationship - it can be viewed as a
self-serving sale sent to everyone on an email list, or it can reflect that you
are meeting your customers where they’re at in their lives, looking out for
their best interests, and anticipating their future insurance needs.
