Last June, 8th, NPG Wealth Management and PEL, its life insurance company, announced the merger of their activities under the name OneLife. Thanks to this restructuring, the corporation wish to reinforce the rapport of trust between them and their customers by offering them always more innovative solutions. As part of this, OneLife just accomplished a major feat in the Luxembourgish field of legacy management, by proceeding to the combined extension of Microsoft Dynamics CRM and ClickDimensions, a Digital Marketing solution that is entirely integrated in the software for the customer relationship management of Redmond’s editor.
“With OneLife, we would like to offer our customers and partners a unique experience, as well as to intensify our presence and commitment on the European market”, Marc Stevens, the corporation’s CEO, declared upon the announcement of the rebranding. Driven by the desire of “adapting itself to the new generational requirements and mobility” and by the ambition of shaking up preconceived ideas regarding life insurance”, OneLife chose to set up the Dynamics solution for Microsoft and ClickDimensions, an add-in designed by the namesake company, with the help of NEREA, an operator dedicated to the strategic consulting for Customer Relationship Management. NEREA is characteristic for holding a double Gold Partnership for Customer Relationship Management, both with ClickDimensions and Microsoft.
A deep transformation
Introduced a little bit more than a year ago, the full restructuring of OneLife’s IT infrastructure – servers, storage, network, security – led to its replacement for a Web-scale solution based on a hyper-convergent appliance Dell XC coupled with an abstraction software layer Nutanix. Since then, teams have worked on setting up new systems for the font management, for the work-flow as well as for the documentary management and storage.
“OneLife is experiencing a deep transformation process of its structure, of its products, and even of its markets. This transformation is based on new opportunities offered by the digital and the choice of making it a true business enabler”, Eric Lippert, IT Department Head of the corporation, testified. “On the technological part, this was based on the merger of our infrastructure and the setting up of new tools for software architecture. These are new bases that allow us today to build innovative digital solutions as much for our customers and our partners’ network as for our users.”
“When it comes to digital transformation”, Christophe Regnault, Digital Marketing Manager of OneLife, intervenes, “the economy of a strong base is impossible when elaborating digital tools that we wish to give to the organisation, as well as the support and the involvement of the company’s entire workforce. It is on that new infrastructural layer that we have added the e-campaigning solution and the data creation ClickDimensions, adapted to our specific needs by NEREA. Besides, all the company’s players have been invited to get involved, on a voluntary basis, in the process through series of workshops for beginners to digital dynamic and social media.”
A 360° approach to customers interactions
ClickDimensions is a solution of marketing automation that totally integrates in Microsoft Dynamics CRM, which guarantees the same experience in only one interface. The tools set up by NEREA allows the creation of campaigns of marketing emails integrated in a loom flow, the measure of website activity and the injection of the results in Dynamics CRM, the scoring of leads on the basis of the visitors’ behaviour on a website or of the mail opening, the integration of forms and the collection of information directly in the CRM, the creation of surveys and, especially, the integration in the CRM of LinkedIn profiles of customers and prospects. “The combination of Microsoft Dynamics and ClickDimensions offers a real 360° approach regarding customers’ information and interactions”, Valérie Daems, Sales Manager for NEREA Luxembourg, summarises. “The choice made by OneLife to roll out this duo testifies of the group’s desire to place the customer in the centre of its concerns.”
“ClickDimensions allows us not only to catch information on our website’s visitors but also to come back to them according to the pages they visited or to their downloads. Therefore we can convey the right message, to the right person, at the right moment and this, in the most personalised way possible”, Christophe Regnault adds.
Visionary spirit
One of the most remarkable features of ClickDimensions is undoubtedly the integration of LinkedIn in the CRM of Microsoft. “It all started with a huge awareness campaign at LinkedIn, for social dynamic and for what each partner can gain from it. Six months have passed and now we can claim to have been the first on the Luxembourgish market to integrate, in a CRM, a lead generation system from LinkedIn, for commercial teams”, OneLife’s Digital Marketing Manager underlines.
The legacy management group and its partner have shown a visionary spirit by setting up, in the first place, what the CEO of Microsoft, Satya Nadella, revealed right after the acquisition by the Redmond firm of the biggest professional network: “to create a dynamic professional network by combining information from LinkedIn to the one contained in Office 365 and Dynamics”.
LinkedIn, with 433 billions of users worldwide, has become one of the first apps that we install on a new smart-phone. Social media has experienced around 20% growth in a year, becoming de facto, for many professionals, a tool for recruitment, research for customers, exchange of information on vacant positions, but also to discuss projects through messaging, without speaking about group discussions and interactions caused by a user’s like on a message or when he posts a comment.
Quick practices and humane dynamic
The integration and adaptation tasks of Dynamics and ClickDimensions have been led through the Agile methods, usually undertaken for software developments but for which the field of application has now been widened. “The Argile methodology that we apply allows us to proceed practically, by steps, which means to start the project without waiting and by defining reasonable aims for each step on a short term. Once these aims are completed, others are then defined and so on until the complete achievement of the project. This methodology, focused on the customer and his needs, allows a real flexibility in the achievement of the project and enables us to move forward according to the customer’s pace, by respecting at the same time the budgetary imperatives”, Valérie Daems explains.
“We have also helped the spirit of quick practices to come through concerning the humane dynamic”, Christophe Regnault adds. “It has not only allowed us to move forward quickly but also to create inclusive spaces which integrate the teams more widely”.
A new legacy management
On the basis of the acquired experience in the Wealth Management industry, NEREA developed a vertical solution intended for wealth managers, experts in life insurance or for private banks.
“Wealth+ is a solution of customizable and expandable front-office interface based on Microsoft Dynamics CRM”, Valérie Daems explains. “Wealth+ has been designed to be integrated to internal systems owned by companies from this sector and, particularly, to respond to the specific demands regarding security and confidentiality to the Luxembourgish market”, she specifies.
Therefore, the NEREA solution allows to gather all the information regarding customers relationships, details on their legacy and their assets under management, their risk profile, the on-boarding processes, the leads management and opportunities as well as expenses and commission at the same place, either if they are internal or designed to partners.
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Interviewed by Michaël Renotte
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