The Marketing Power of TAM - Applied Client Network New Jersey

Transcription

SESSION HANDOUT
The Marketing Power of Applied TAM
SESSION HANDOUT
Applied Client Network
www.appliedclientnetwork.org
SESSION HANDOUT
Prepared for Applied Client Network
Applied Client Network
2340 S. River Road, Suite 311
Des Plaines, IL 60018
Phone: 220-220-1444 Fax: 224-220-1443
Copyright  2014 by Applied Client Network, Inc., 2340 S. River Road, Suite 311, Des Plaines, IL 60018. Protection claimed in all
forms and matters of copyrightable material and information now allowed by law or hereafter granted including both electronic and
conventional distribution of herein products. Reproduction or transmission unless authorized by Applied Client Network is prohibited.
All rights reserved. Specific product information regarding Applied Systems’ The Agency Manager and Vision, as well as other
products copyrighted and mentioned within (ex: Microsoft, Excel, etc.) are the product of the individual company and no endorsement
or ownership of product should be implied by its mention and use. All workflows are suggested and common workflows. Users of
this material agree that Applied Client Network cannot be held liable for any omissions or errors within the guide.
Original Author:
Name
Where From
Date Done
Where From
Date Done
Updated By:
Name
Target Audience:
Accounting
Non-Insurance Accounting
Administrative
Principal
General
Human Resources
Account Executive
Customer Service Representative
New Producer
Experienced Producer
IT
Other: (describe)
Seminar Type: (See appendix)
Seminar Level: (See appendix and copy the entire description)
Class Description: This class _________ (give a statement of purpose and what this
class specifically covers.).
Learning Outcomes: (Bulleted list including three actionable items with which the
participant or attendee will take with them)
• Knowledge owned (use action words)
• Skills mastered (use action words)
• Abilities demonstrated (use action words)
Assumptions: This seminar is based on the following
Applied TAM Version 10.X
The Marketing Power of Applied TAM // PAGE 2
Applied Client Network | www.appliedclientnetwork.org
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Microsoft ® Word Version 2007
Table of Contents
........................................................................................................................................ 1
Prepared for Applied Client Network ............................................................................... 2
Original Author:................................................................................................................ 2
Updated By: ..................................................................................................................... 2
Target Audience: ............................................................................................................. 2
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Seminar Type: (See appendix) ......................................... Error! Bookmark not defined.
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defined.
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Original Author:
Lisa Burnside, Burnside Dynamics LLC
Target Audience:
Accountant/Bookkeeper
X CSR
Carrier
X IT Manager/Systems Coordinator
X Operations
X Principal/Owner
X
Producer
Trainer
Vendor
ALL
Other: (describe)
Seminar Type: Sales & Marketing
Seminar Level: Intermediate: An Intermediate level class takes the concepts originated
from a basic level course, and adds more layers or parallel concepts. For functional
courses, these classes will require the participant or attendee to have some basis to
work from as they are learning new facets of the agency management system or
software program.
Class Description: You have a goldmine of data just sitting in your system. This session
will help you pull out that data, create marketing letters and campaigns that are
automated and effective. We will also look at how to utilize this feature to automate your
renewals. Let the system work for you.
Learning Outcomes:
• Create an advertising plan that is efficient and effective.
• Understand how the features in TAM work for marketing.
• Use the features for more than simply marketing.
Assumptions: This seminar is based on the following
Applied TAM Version 12
Microsoft ® Office Version 2010
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Table of Contents
What is “Marketing” ...................................................................................................... 6
Where is it in TAM? ...................................................................................................... 7
How does it work?...................................................................................................... 10
Utilities ................................................................................................................... 10
Reports ................................................................................................................... 13
Audit Your Database............................................................................................... 14
Automate Other Processes ........................................................................................ 15
Using the Marketing Plan ........................................................................................ 15
Using the Report Wizard ......................................................................................... 16
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What is “Marketing”
1. Insurance industry – marketing is submitting client information to multiple carriers
– NOT what this session covers.
2. Building an identity to gain or retain customers – Now we’re talking!
Marketing is a process:
You
Offer
• What business are you in?
• Which products do you sell?
• What benefits do you offer?
• How can you solve their problems?
• Define your target market.
Them • Where are they?
• How do people look for you?
Where • Where can you be visible?
• What's the budget?
What • Which marketing tools to use?
How
• Prospecting
• Customer Data Mining
• Measure your efforts for effectiveness
Audit • Are there new means of marketing?
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Where is it in TAM?
1. Utilities:
a. Provides the system setup (Forms, Activities, Documents and Fields)
b. Imports and exports data from/to marketing lists (Utilities outside of TAM)
2. Reports & Report Wizard (REPORTS, WIZARDS, MARKETING LETTERS/NOTES)
Reports allow for exporting your TAM data to other systems.
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3. Key fields (Field defaults and text fields)
– Set up for drop-downs and instructions for how to complete text fields
4. Call History List (telemarketing) –CLIENTS/PROSPECTS, OPTIONS, CALL HISTORY
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5. Activities
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How does it work?
Database
Trigger
• Prospects
• Customers
Output
• Activity
Action On
• Letter
• Report
• Letter
• Activity
• Database
File
Utilities
This is where you will do all of the setup:
1. Consistent Data Entry
a. Forms Integration / Prefills
b. Field Defaults (for drop-down options)
c. Prospect Import (Utilities outside of TAM)
2. Automated Output
a. Activity Defaults (select the letter to print at Close Day)
b. Marketing Plans
i. For Reporting purposes only (no automation)
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1. Prospect Detail Screen
2. Customer Detail Screen
3. Activities
ii. Automatically issue additional letters and activities (Suggest naming
them with Z so they drop to the bottom of lists.)
This will create the number of letters you need for this campaign with the
same number of activity codes. You will need to go into Document
Maintenance to fill in the content of your letters. The activities will default
the number of days you specified above and follow up to the next letter in
the marketing sequence. You can go in and override the activities and
documents.
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c. Letters (Document Maintenance)
The key here is to link your document with the proper activity that will do
what you want it to do, either kick out another letter, follow up to the
appropriate person or close.
Keep in mind that you will need separate letters for Prospects and
Customers as these are separate databases and you can’t just copy the
letter from one area to the other, you will need to pull in the appropriate
data fields. Your activities can only pull one type of letter so when you
make your activity codes, keep this in mind when coding to indicate either
Customer or Prospect process.
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Reports
Reports are used for three marketing purposes:
1) Export TAM data for use in other systems (Sendout Cards for cards and postcards,
Constant Contact for email newsletters, etc.)
– Set output to Excel-Raw Data, Text File, or one of the Data File formats
2) Create your own marketing materials and mailings
– Set output to Mail Labels, Word Mail merge, or Excel-Raw Data
3) Cross-sell / Account Round
– Use Search-Customers / Policies-With This and This; Policies-With This,
Not That; or Policies-w/This, This, Not That. Or search various application
forms.
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Reports Wizard – Marketing Letters/Notes
You run a Search on either Prospects or Customers to create Letters or Activity Records.
The Letters and Activities must be set up prior to running these reports.
- REPORTS, WIZARDS, MARKETING LETTERS/NOTES
Audit Your Database
Do your current clients align with your agency mission? Run reports on your prospects
and clients (SEARCHES). Just because they came to you or are on the marketing list,
doesn’t mean they are your type of customer.
Also run reports on your marketing plan codes to see the effects of your efforts. These
can be found on Prospect Detail, Customer Detail and Activities.
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Automate Other Processes
You can use the “Marketing Plans” and “Reports Wizard” to do more than just an initial
marketing campaign.
Using the Marketing Plan
The Marketing Plan will allow you to automatically set up the appropriate number of
activities and related blank letters that you need in your process. I suggest that you
name these plans starting with an X to distinguish them from true marketing campaigns.
All of your automatically created activities and letters will then begin with X and thus can
move down your form letter list when your staff is looking for letters they use on a daily
basis.
1. Set up your Marketing Plan (UTILITIES – GENERAL – ACTIVITY DEFAULTS –
DEFINE MARKETING PLANS – ADD – name it starting with X – YES it will involve
automated direct mailing – select either Customers or Prospects and how many
to send – OK)
2. Go into the activities and override them with appropriate number of days for that
part of the process (UTILITIES – GENERAL – ACTIVITY DEFAULTS – DEFINE
ACTIVITY CATEGORIES – scroll down to the X activities and highlight the one to
change – REVISE). Change the follow up and/or the Future Action dates to
appropriate for the step.
3. Add the content to your letters (UTILITIES – GENERAL – DOCUMENT
MAINTENANCE – DOCUMENT SETUP – select either Customer or Prospect
depending on the Marketing Plan selected in step 1 - scroll down to the X letter
and highlight the one to change – REVISE). Add the content of your letter.
4. Start the process with the first letter in your series. Or, if you prefer you can set up
an activity that points to the first letter and prints it at a specified time if you aren’t
quite ready for your letter today (see the next page to do this for a group at a
time).
EXAMPLE: Renewal process (3 letters and 3 activities)
Letter 1 is “Your renewal application is enclosed” (you still need to manually print
their application to send with the letter). This activity is open for 20 days.
If the application and supplemental information is not received in the agency
within those 20 days, during Close Day the system kicks out Letter 2 “Reminder,
renewal information needed”. That activity follows up for 10 days.
If the 2nd activity is still open on day 10 a letter kicks out at Close Day on Junk
Paper that is a note to the agent “Go get the renewal stuff or quote on old
information.” This can also be a renewal quote checklist. This activity stays open
to the Agent for 7 days and then goes on the Exceptions report for Missed
Renewal Follow-up.
End of automated process.
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Using the Report Wizard
The Report Wizard will automatically add letters and/or activities to a set of customers or
prospects as defined in your Search. You can use this to send anything such as
notifications of an up-coming event to the parties that may be interested; send a
newsletter you created as a form letter; start a marketing plan process with a first activity,
etc.
1. Create the activity you want the wizard to add to your customers/prospects
(UTILITIES – GENERAL ACTIVITY DEFAULTS – DEFINE ACTIVITY CATEGORIES)
2. If you would like a letter to go (such as the event notice), set it up (UTILITIES –
GENERAL – DOCUMENT MAINTENANCE – DOCUMENT SETUP). Remember,
these can be real letters or simply notes to your staff (select Junk paper or File as
the type) or even checklists.
3. Run the Wizard with the output being that activity or the letter (if sending a letter,
select letter and that also attaches the activity associated with the letter).
EXAMPLE – Renewal Process (3 letters and 4 activities)
While going through your expiration list, you identify which clients are going to
receive the “automated renewal letter process”.
Access the Report Wizard and select your output as Activity Only.
Run the Report Wizard with those customer codes or the identifiable set of criteria
(you can delete customers prior to the attachment step if you can’t quite create a
unique subset or criteria or there are too many customer codes to enter).
Select the activity you created that points to Letter 1 and make sure the Action On
date is when you want the first letter to kick out at Close Day.
This will then begin the marketing plan letter and activities as indicated on the
previous page.
What other processes can you automate in this manner?
For specific steps on some items in this document that were not discussed in detail, see
the TAM help files or attend ASCnet webinars / seminars.

The Marketing Power of TAM - Applied Client Network New Jersey

Transcription

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