The Web-based design of Kemper's Compete integrated marketing program enables agents to use it from any computer. Once at the site, an agent can choose the prospecting or customer contact campaigns that support their sales objectives, including retention of their most profitable customers.A Kemper agent accesses the Compete program through the Kemper's Auto and Home's agent portal, at www.IFGwork source.com. The agent then views the profiles of the agency's customers on the screen.
Kemper customers are divided into clusters depending on attrition (customer's inclination to change insurance companies) and value (the customer's profitability to the agency). Lists of each type of customer and how many the agent has in each category appear in grids on the screen.
Kemper Compete then recommends a mailing program for the agent's customers based on their profiles. The agent can accept the recommended mailing program as-is by clicking on a button. Or, the agent can make changes and click the button. Next, the marketing program tells the agent how much the mailing will cost. If the agent agrees, he or she can pay using a credit-card number.
Mailings start the following month. Households will typically receive between two and six mailings a year. Once the mailings begin, the agent can return to the site to find out which pieces a customer received-for follow-up.
"It's a turnkey program," says Alison Bond, national marketing officer for Kemper Auto and Home Group Inc. "The agent doesn't have to do anything."
Kemper refreshes its data each month. New customers are automatically entered into the program. Customers who leave or die are automatically deleted from the program. Customers who buy a house or get divorced are automatically moved to another segment and will recieve the correct targeted mailings. "The agent doesn't have to worry about it," Bond adds.
Kemper and ChoicePoint review the program often and make adjustments. "We look at the combination of pieces mailed, so that we are recommending the right things to our agents," Bond explains.
How did carriers handle this business situation in the past? "I'm not sure it was handled at all," Bond adds.
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