Create Once, Distribute Everywhere Digital 2.0 Create Once, Distribute Everywhere

A Digital Dilemma Your customers are already digital. (But they may not be digital with you.) #IRIOpsTech

#IRIOpsTech

#IRIOpsTech

WHAT IF YOU COULD CHANGE ALL THAT? #IRIOpsTech

Our esteemed panel… #IRIOpsTech Eric Michaud Michelle L. Jackson Corporate Vice President Annuity New Business and Firm Operations New York Life Michelle L. Jackson Vice President Business Development and Strategy Broadridge Financial Solutions Jim Young Vice President of Product MARCOM Broadridge Financial Solutions Tammy Andrews AVP, Business Development Individual Annuity Operations Lincoln Financial Group #IRIOpsTech

trends, in-market solutions & Future state Michelle Jackson, VP Business Development & Strategy at Broadridge trends, in-market solutions & Future state #IRIOpsTech

95% 3B+ 2.6B+ 150M+ 6.4B+ #IRIOpsTech U.S. Adults Online Global Users Global Users of Smartphones 2.6B+ U.S. Users of Personal Clouds 150M+ Connected Devices 6.4B+ #IRIOpsTech

Cloud changes what’s possible #IRIOpsTech

Email, Apps, Websites #IRIOpsTech Shifting from the roughly 3 million apps on Apple iTunes and Google Play to bots and messenger… #IRIOpsTech

Personalization is expected. You may also be interested in … #IRIOpsTech

Rise of the machines (virtual assistants) #IRIOpsTech

Demographics are rapidly shifting @ work In 2016, Gen Z was already larger than Gen X – and is the same size as Millennials and Boomers. @ Digital behavior constantly reinforced by following generation home Breadth and depth of digital natives’ influence across demographics #IRIOpsTech

So why the digital disconnect? High effort for the consumer to move to digital High effort for the brand to get consumer attention and engagement with content #IRIOpsTech

Consumers driving change #IRIOpsTech

WHAT CUSTOMERS WANT, AND A CASE STUDY Jim Young, VP of Product (MARCOM) at Broadridge WHAT CUSTOMERS WANT, AND A CASE STUDY #IRIOpsTech

Who are your customers, specifically? Does your content speak to your client personas? Are the distribution channels you use the right ones for your clients? How are you manage client profile data? #IRIOpsTech

Cracking the C.O.D.E. Normalized Data Services Complex Composition Multi-Channel Distribution Communication Campaign Management Analytics & Iterative Improvement Create Once, Distribute Everywhere #IRIOpsTech

Case Study: First to Digital SITUATION Leading Retirement Industry Provider Millions of new customers annually Onerous regulatory requirements for e-consent, e-delivery, etc. Paper documents not resulting in action Costs are high due to paper, printing & postage #IRIOpsTech

Case Study: First to Digital STEP 1: DATA AGGREGATION & MANAGEMENT Warehouse & Normalize Data Outbound communications Inbound communications Transactions Application Data Agent / Advisor Data Integrations & Data Build personas #IRIOpsTech

Case Study: First to Digital STEP 2: ARE ALL OF YOUR COMMUNCIATIONS REGULATED? Separate the requirements across communication types Welcome user experience Driving in-force activities Required disclosures #IRIOpsTech

Case Study: First to Digital STEP 3: MESSAGING AND DISTRIBUTION TYPES Communication Type: Regulatory or Value Add Messaging: Start with Small Build the experience from the smallest device to the biggest Concentrate on what’s important Build personas Let Personas guide the communication life-cycle #IRIOpsTech

The Customer Journey #IRIOpsTech Enrollment Email – linking participants to digital microsite or directly to your online enrollment site Enrollment Microsite – Plan level, Personalized, Notices, Forms, links to your other website content and online enrollment site. Enrollment Slim Guide Jim Start something new. Enrollment Postcard – direct participants to the digital microsite or your online enrollment site Mobile responsive design – direct participants to the digital microsite or your website #IRIOpsTech

ONE FIRM’S CHALLENGES AND SUCCESSES Tammy Andrews, AVP Business Development, Lincoln Financial Group ONE FIRM’S CHALLENGES AND SUCCESSES #IRIOpsTech

Accelerate to Digital #IRIOpsTech Understand Current Landscape Same challenges Capitalize on Existing Opportunities Incremental steps Know your regulation limitations Engage Industry Thought Leaders Distribution Partners Broadridge DTCC IRI Engage & Influence Enterprise Look across entire customer experience New business Submission Contract Print In force Current initiatives Alerts Claims Top-down support #IRIOpsTech

Consent Rates Delivery #IRIOpsTech Consumers~ 1 million* Communication Type Volume (M) % Auto Generated Delivery % Paper % Digital Regulatory Mailings (Prospectus, Annual Reports, etc.) 6,400 100% 90% 10% Quarterly Statements 3,200 91% 7% Contract Packet – to client 38 98% 0% Confirmations, auto letters, Annual Statements 2,800 Ad hoc payments 165 39% 61% Recurring payments 2,535 18% 82% Other - Manual Letters (New Business, Contact Center) 80 Total 15,223 78% 22% Agents and clients have access online to all automated correspondence Ad hoc mailings are not available online Agents do not receive copies of all printed documents (i.e. prospectus, regulatory docs, recurring payments, etc.) Producers ~ 115,000 Communication Type Volume (K) % Auto Generated Delivery % Paper % Digital Regulatory Mailings (Prospectus, Annual Reports, etc.) Statement Packets 330 100% 90% 10% Contract Packet – to agent 38 98% 0% Confirmations, auto letters, Annual Statements 300 Other - Manual Letters (New Business, Contact Center) 60 Total 690 91% 9% Delivery *All numbers are for IAO only-not LFG #IRIOpsTech

What’s Working and What’s Not? What Worked So Far Advisors first Easy Credentialing Paperless – Ed Jones/LFN (+6) Incremental steps AMP EFT Messaging-adding to forms Defaults on web Shared consent Biggest Obstacles Regulatory Customer base Funding or priority Holistic solution to digital opportunities #IRIOpsTech

Strategize #IRIOpsTech Strategy Enhance digital customer experience eDelivery of contracts Pony express Alerts Expand self service Incremental campaigns Lessons Learned Don’t give up Attack from several angles Lean on industry know how and partners First Steps to Migrate to Digital from Paper Look at forms/paper experience Look at every touch point Campaign for commitment from top-down #IRIOpsTech

Conclusion… #IRIOpsTech

Questions? @ #IRIOpsTech