Customer Offer Business Requirement

21/01/2019

Classification: – [Restricted to Staff & Partner]

Proposed End of Purchase Flow With Demo Question + CS
Page Flow Cross Sell Offer
Thank you
Select Reward Type
People like you also buy :
Page
Singtel Dash, Grab, Ezlink
Offer 1 Offer 2 Offer 3
Payment Trust Pilot
Demographic Qn
Enjoy following exclusive offers
as FWD customers
Page 1 Referral
Next Third Party Offer 1 Third Party Offer 2 Program
Next

Page 2 Page 3 Page 4

Complete demographic
Eligible for voucher rewards? question already?

Yes No Yes No

Customer Any update of your

Select Reward
Offer Logic Type particulars (exl. MC)?

Yes No Demographic
Complete demographic Qn
question already?
Pop up System check
existing info
Go to Cross User Input
Go to Cross Sell
Sell
Logic for Triggering Reward Type Selection Step
• The Reward Type Selection Step should be displayed only when we have voucher promotions

• The Reward Type Selection Step should work on Rule based promotion as well
• For Example: If we are running discount promotion on site, but if we are running voucher promotion using rule based
promotion for certain vehicle segment, age group, gender, vehicle age etc, the customers offer section should be displayed
only for these customers

• The Reward Type Selection Step should be aligned with campaign T&C
• For example: For Home insurance, if customer is eligible for $100 voucher only if his payable premium is > $100, then the
customer offer shouldn’t get displayed to customer with <$100 payable premium

• Voucher eligibility when combine two different promotions depends on what promo code is being used
• For example: if customer is using Birthday promo code. Ongoing voucher campaign on our website shouldn’t apply
• For example: Cross Sell, Affinity layering promo code shouldn’t affect the voucher reward eligibility

• In case of save application cases. Customer offer should be displayed basis current running promotions
only
Demographic Questionnaire
• Standard question set
• Auto fill applicable questions based on customer profile

Question Product Offerings

1. Do you own a car? Car

2. Do you own a motorcycle? Motorcycle

3. Do you have a maid? Maid

4. Do you own a property Home

5. Average times you travel in a year? Travel

6. How many people are there in your household?

Life products
7. Your Marital Status

• Pass Status will be derived from NRIC number

• Singaporean or PR
• EP, SP and other passes
• Add title question to application form to derive gender
• Mr, Mrs, Ms,
Demographic Questionnaire For Car
Exclude or autofill applicable questions based on customer profile (what they just buy and already have)

Question Car

Do you own a car?

Do you own a motorcycle? 4
Do you have a maid? 1
How many people are there in your household? 5
Average times you travel in a year? 3
Do you own a property? 2
Your Marital Status

Exclude
Demographic Questionnaire For Single Travel
Exclude or autofill applicable questions based on customer profile (what they just buy and already have)

Question Single Travel

Do you own a car? 2

Do you own a motorcycle? 3
Do you have a maid? 4
How many people are there in your household? 7
Average times you travel in a year? 1
Do you own a property? 5
Your Marital Status 6

Exclude
Demographic Questionnaire For Annual Travel
Exclude or autofill applicable questions based on customer profile (what they just buy and already have)

Question Annual Travel

Do you own a car? 1

Do you own a motorcycle? 2
Do you have a maid? 3
How many people are there in your household? 6
Average times you travel in a year?
Do you own a property? 4
Your Marital Status 5

Exclude
Demographic Questionnaire For Maid
Exclude or autofill applicable questions based on customer profile (what they just buy and already have)

Question Maid
Maid
Do you own a car? 1
Do you own a motorcycle? 4
Do you have a maid?
How many people are there in your household? 6
Average times you travel in a year? 2
Do you own a property? 3
Your Marital Status 5

Exclude
Demographic Questionnaire For Home
Exclude or autofill applicable questions based on customer profile (what they just buy and already have)

Question Home

Do you own a car? 1

Do you own a motorcycle? 3
Do you have a maid?
How many people are there in your household? 5
Average times you travel in a year? 2
Do you own a property?
Your Marital Status 4

Exclude
Demographic Questionnaire For Cancer
Exclude or autofill applicable questions based on customer profile (what they just buy and already have)

Question Cancer

Do you own a car? 3

Do you own a motorcycle? 7
Do you have a maid? 5
How many people are there in your household? 2
Average times you travel in a year? 4
Do you own a property? 6
Your Marital Status 1

Exclude
Demographic Questionnaire For IH
Exclude or autofill applicable questions based on customer profile (what they just buy and already have)

Question IH

Do you own a car? 3

Do you own a motorcycle? 7
Do you have a maid? 5
How many people are there in your household? 2
Average times you travel in a year? 4
Do you own a property? 6
Your Marital Status 1

Exclude
Demographic Questionnaire For Term Life
Exclude or autofill applicable questions based on customer profile (what they just buy and already have)

Question Term Life

Do you own a car? 1

Do you own a motorcycle? 5
Do you have a maid? 3
How many people are there in your household? 7
Average times you travel in a year? 2
Do you own a property? 4
Your Marital Status 6

Exclude
Demographic Questionnaire For Comm Car
Exclude or autofill applicable questions based on customer profile (what they just buy and already have)

Question Comm Car

Do you own a car?

Do you own a motorcycle? 2
Do you have a maid? 3
How many people are there in your household? 6
Average times you travel in a year? 1
Do you own a property? 4
Your Marital Status 5

Exclude
Demographic Questionnaire For Motorcycle
Exclude or autofill applicable questions based on customer profile (what they just buy and already have)

Question Motorcycle

Do you own a car? 1

Do you own a motorcycle?
Do you have a maid? 3
How many people are there in your household? 6
Average times you travel in a year? 2
Do you own a property? 4
Your Marital Status 5

Exclude
Demographic Questionnaire For PA
Exclude or autofill applicable questions based on customer profile (what they just buy and already have)

Question PA

Do you own a car? 3

Your Gender? 7
Your Pass Status (Singaporean, PR, EP, SP...) 6
How many people are there in your household? 2
Average times you travel in a year? 4
Do you own a property? 5
Your Marital Status 1

Exclude
Data Collection and Data Flow
Data Collection Data Flow Data Update

Ask full set of the questionnaire Data flow across different application How to update the demographic info

Pros: Customer Portal:

• Get the complete information • Customer can update their demographic
• No need to request customer to fill in the Web DB info in CP
question again unless they want to update

Website:
Cons: • Customer can choose to update their
• Customer will exit early without demographic info at the end of purchase
answering the question Datalake info
• we can develop gamification feature
to make the process more
interesting – complete the quest to
unlock your offer

Customer CRM
Portal
How to Use the Data – Back End
We Suggest to use the data in CRM for following reasons:

Marketing Automation Easy Access to Such Data Data Integrity – Don’t

Tool is in CRM to Plan Other Tactical Allow User Manual
Campaigns Update
Cross Selling Recommendation Logic
The business logic consists of 4 major blocks
Exclusion Rules
Exclusion rules were applied after
BRE and enforcement rules to
eliminate some cross sell
recommendations based on
customer profile, demographic
answer and business logic
Examples:
- Customer profile:
- do not cross sell what
customer already have
(including what they just
bought)
- Demographic answer:
- Do not cross sell car if
customers indicate they
don’t own a car
- Business logic:
- Do not cross sell Travel Single
to customer who already
have travel annual
Enforcement Rules
We could define a set of rules to
prioritize certain products to
meet the business objectives.
Example:
- Always prioritize IH as first cross
sell recommendation if the
customers pass status is not
Singaporean or PR
- Prioritize Annual Travel with
highest possible priority if the
customer travel more than 3
times a year
Remarks: The Enforcement Rules
themselves should imply a
priority order as well
Basic Recommendation
Engine
• Basic Recommendation Engine
(BRE) utilizes existing issued
policy data to discover the
sequential pattern of
customer’s purchases
• The BRE shall produce a
priority ranking of all products
based on the customer
purchase history
• BI team is currently working on
this and will share their
findings early next week
Outcome Rules
After exclusion rules, we will have
the available cross sell
recommendation with the
priority orders.
Outcome Rules help define the
following:
• How many cross sell
recommendations to display
• Example: display at most 3
• What rider/coverage to include
the recommended products
• Example: When cross sell
home insurance to tenants,
include home contents.
When cross sell home
insurance to house owners,
include coverage for building
structure etc.
Mock Up – Cross Sell Flow After Car Purchase (1/4)

Rewards Selection &

Demographic Questions
Mock Up – Cross Sell Flow After Car Purchase (2/4)

Cross Sell Recommendations &

Third Party Offers
Mock Up – Cross Sell Flow After Car Purchase (3/4)

View & Buy a

Travel Insurance
Mock Up – Cross Sell Flow After Car Purchase (4/4)

Thank You Page

Campaign Cost for Voucher Dispatch

Cost Manpower (hour)

Capita Voucher expense Jan-Jun'18 Per unit Total ($) Total
Campaign Days per month Period Total Days
Hours
SingPost Registered Mail 2.54 18188
Printing Cost 0.009 4 CapitaVoucher Process 6 6 mths 36 288
Envelope 0.17 1095 Capita Letter Process 5 6 mths 30 240
Part-Timer 300 1800
Overall 66 528
Total 21087

Capita letter expense Jul-Dec'18 Per unit Total ($)

SingPost Postmarking 0.39 4342
Printing Cost 0.009 205
Envelope + letter head 0.41 4565
Part-Timer 300 4200
Total 13312

Total Cost $34399