Generali France is the primary overseas subsidiary of the Generali S.p.A Group. Established in France in 1832, it is responsible for 23% of the Group’s worldwide turnover.
Generali France is the third largest insurance company in Europe and the second-largest general insurance company in France, with a turnover of 62.8 billion euros. The company operates in all insurance sectors with a team of almost 8,000 employees and a wide network of agents.
With more than six-million policy holders, including 560,000 companies and professionals, Generali France is the country’s second most popular provider of life assurance, and in a highly competitive insurance market, the organisation continues to make gains.
Generali Conseils, a division of Generali France, manages business generated through agents and brokers. The division’s vast network is distributed across the country and includes 1,250 agencies. Traditionally, agents have been responsible for the management and development of their own customer portfolios, keeping records on a purely local basis.
As each agency was responsible for devising and executing its own campaigns, Generali Conseils’ marketing department found it difficult to track their progress and productivity. No real sharing of information took place on either targets or campaign timetables, which made it difficult for the organisation to measure and evaluate campaign impact. Local efforts were spread too thin, resulting in ineffective targeting.
The marketing department set out to find a solution to improve the management, targeting and overall productivity of local campaigns. Concurrently, the department wanted to centralise some of the administrative marketing activities, with the aim of controlling costs. The marketing team hoped to be more involved in developing effective strategies to reduce inefficient campaigns and to streamline practices across the division.
· Autonomy for the network of local agents to execute local campaigns to support their own businesses
· Making use of agents’ client knowledge for optimised targeting
· Centralised management of campaigns by the marketing department
· Improved visibility into the targeting and response of local campaigns
Generali Conseils wanted a powerful tool that would give the marketing department a real-time view of its agents’ campaigns and targeting. At the same time, it needed to ensure that agents had enough knowledge to maximise their customer relationships. Essentially, the company wanted to automate procedures at the national level while allowing for the execution of targeted, personalised campaigns at a local level.
After an extensive test of various solutions, the marketing department opted for the Unica solution for field marketing campaigns, Affinium Campaign Collaborate. Collaborate was selected because of its performance capabilities and its facility for coordinating local campaigns.
Thanks to the new solution, agents can now carry out their own targeted campaigns while adhering to the guidelines laid down by the marketing department. Direct mail campaigns are designed centrally at the company’s headquarters and distributed to local agents, who are in the best position to decide how to target the campaign in their own region.
This distributed marketing solution allows it to improve central control and measurement of local campaigns. At the same time, it ensures that Generali Conseil’s field agents, handling a volume of 6,000 campaigns a year, can target the campaigns as they see fit.
Rémi Cuinat, Generali Conseils’ head of operational marketing and commercial activities, commented, “Costs have been reduced thanks to the automation and centralised management of administrative tasks. This has also helped agents to increase the time spent on core business. We have made gains in terms of both productivity and responsiveness.”
· 1,250 agencies (up to 2,500 users) empowered to run localised marketing activities, totaling 6,000 campaigns per year.
· Cost reductions and productivity gains from the centralisation and automation of marketing processes
· Consistent brand management across the country and a centralised view of campaign success
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