This document summarizes a webinar about reinventing the insurance customer journey and delivering a customer-centric digital experience. The webinar included a roundtable discussion with insurance industry leaders on changing customer expectations and how technology can help meet those expectations. It also featured presentations from The Gerent Solution and Salesforce on how their digital solutions can help insurers transform customer experiences. Attendees were offered a complimentary workshop from Gerent to discuss challenges and opportunities for digital transformation.

1. ReinventingtheInsuranceCustomerJourney
Seamlessly delivering an unparalleled customer-centric experience for the digital world

2. Disclaimer
Presentations are intended for educational purposes only and do not replace
independent professional judgment. Statements of facts and opinions expressed are
those of the participants individually and, unless expressly stated otherwise, are neither
the opinion nor position of The Digital Insurer or SMA. The Digital Insurer and SMA do not
endorse or approve, and assume no responsibility for, the content, accuracy or
completeness of the information presented.

3. Welcome
DEB SMALLWOOD
Senior Partner
SMA, a ReSource Pro company
HUGH TERRY
Founder,
The Digital Insurer

4. Housekeeping
How to participate:
If you have a question please type into the Q&A area
If you have a comment please type into the chat area
Polls:
Please respond to the poll questions throughout the webinar
Your experience:
You can select slides only, slides + speaker, speaker only
We will post links to both and other info in the chat area
Post-event:
We will send in a few days a link with recordings of the event including links to slides and booths and
contact details

5. Today’s Agenda
WELCOME 5 MINUTES
ROUNDTABLE DISCUSSION 20 MINUTES
THE GERENT SOLUTION 25 MINUTES
CALL TO ACTION 5 MINUTES

6. Roundtable Discussion: Today’s Panelists
DEB SMALLWOOD
Senior Partner,
SMA, a ReSource Pro company
DONN VUCOVICH
Insurance Practice Leader,
Gerent LLC
RICH FUSINSKI
Chief Information Officer,
H.W. Kaufman Group - Burns & Wilcox
JAMES WEBB
Global Head, P&C Insurer Solutions,
Salesforce Industries

8. Strategic Insights on aligning technology to evolving customer expectations
RICH FUSINSKI
Chief Information Officer,
H.W. Kaufman Group - Burns & Wilcox

9. Creating a Customer-Centric Experience
Enjoyable
Easy
Useful
That was great!
I can’t wait to do
business again
That was intuitive,
but I wish some
things were
different
I accomplished my
goal but I’m not
sure I’ll be back
The best organizations are already
here, or are striving to get here.
A great customer experience is the result of a useful, easy, and
enjoyable customer journey.
What are your plans?
Why does it matter?

10. Customer Expectations are Changing
Why should insurance be any different?
Do you think B2B expectations will be any different?
Source: Forbes, DepositAccounts.com
E-Commerce is
the Norm
More than Half of
Customers Expect
Personalized
Offers
Consumer
Technology
has Heightened
Expectations
for Service
(And channel-hopping
customers expect
omnichannel service)
COVID-19 has
changed customer
expectations and
interactions with
companies forever
40% of customers say they
are using mobile banking
more now than pre-
pandemic (57% Gen X)
Customer
expectations are
changing rapidly,
as is the definition
of rapidly
Social media has changed the
definition of “fast”
Shopify which embeds shopping
experiences into social media
for quick purchases of things
you might not have even known
you wanted, experienced +86%
YoY growth

11. Insurance Still Lags Behind Other Industries
• The banking sector is being transformed (and disrupted?) by fintech – will insurance?
• 86% of surveyed senior insurance executives expect customer behavior to change
permanently because of COVID-19
• Burns & Wilcox is heavily investing in technology with Salesforce and Gerent to leverage
these trends for future growth and profitability
Source: Computer Weekly
Differing Perspectives
• “We have a robust API” (and they do)
• “We have a robust API” (and they don’t)
• “We have an API but we will only offer quoting”
• “We never intend to offer an API – you rate it”
• “An API is at the core of our future strategy”
• “We don’t have the technical resources for an API”
• “Our customers are demanding a great, feature-rich
digital portal”
• “Our customers expect to file claims online”
• “Our customers want tailored renewal offers”
• “We are investing heavily in technology”
• “We want to work with MGAs and Carriers who can
offer us a great, integrated experience”
What Burns & Wilcox is Hearing from Agents What Burns & Wilcox is Hearing from Carriers

12. What Burns & Wilcox is Doing
Full Digital Transformation
• Make huge efforts to know your customer
• Identify how you can make your offering special
• Define and focus on the right success metrics
• Bring a customer-centric mindset to every team
• Continuously improve with customer feedback
• Make a commitment to agile principles
• Leverage SMEs and acknowledge past mistakes
• Map out your as-is and to-be workflows
• Mock-up your full vision and obtain buy-in
• Choose a software vendor who is committed to your
vision and evangelizes best practices
• Choose an implementation partner who knows your
business like the back of their hand
How to create a customer-first strategy? How to choose and align technology?
• Focus on the Agent 360 experience with full-featured portal and digital channel
• Focus on internal producer efficiency and productivity tools to:
• API-first approach
• Decrease processing time for a better agent experience
• Create more time to cultivate agent relationships
• Increase accuracy for all parties

13. Business
Follows the
Path of Least
Resistance
• Customers will work with Agencies and Carriers
who provide enjoyable experiences
• Agencies will work with Carriers and MGAs / MGUs
who provide enjoyable experiences
• MGAs / MGUs will work with Carriers who provide
enjoyable experiences
• Everyone will go to Fintechs where traditional
business fails them
• Let’s all be on the right side of this story

14. How Salesforce and Salesforce industries advance digital solutions to make them a reality
JAMES WEBB
Global Head, P&C Insurer Solutions,
Salesforce Industries

15. The Insurance
Digital Imperative
Global Head, P&C Insurer Solutions
James Webb

23. Key implementation insights from Gerent
DONN VUCOVICH
Insurance Practice Leader,
Gerent LLC

24. FAST FACTS
Crest
Partner
13 Years
in Business
300+
Salesforce
Certifications
140+
Consultants
1,000+
Collective years of
Salesforce experience
500,000+
Total hours of
implementation
40+
Salesforce
Industries
Certifications
900+
Salesforce
Implementations
40+
Salesforce
Industries
Implementations
5-star
Customer
Satisfaction
Score
24

25. Digital Omni-Channel transformation cuts
across two primary objectives
1. Address technical debt complexity 2. Enable digital business strategy
SUSTAINABLE
MAINTAINANCE COSTS
AND RISK
SIMPLIFY
ENTERPRISE
ARCHITECTURE
ENABLE DIGITAL,
EMERGING TECH &
STRATEGIC
PARTNERSHIPS
INTEGRATION ACROSS
THE ENTERPRISE
INCREASE SPEED
TO MARKET
MODERNIZED
WORKFORCE
FOCUS AREAS
FOCUS AREAS
25

26. Omni Channel change requires a roadmap across
the customer lifecycle
Insurance Customer Lifecycle
Digital Marketing Optimization
• Awareness (product)
• Awareness (brand)
• Distribution channel support and tools
Channel Sales & Support Tools
• Customer targeting
• Up-selling/offer bundles
• Pricing algorithms
Pricing & Underwriting
• Adaptive technical underwriting
• Adaptive street pricing at renewal
Point of Sale Analytics
• Fraud detection
• Lifetime value
• Cross-sell/retention propensity
Direct Business and Partnerships:
• Sales funnel
• Sales management
• Customer web/digital experience
Renewal & Retention
• Targeted renewal pricing
• Inbound/save team
• Propensity-based outbound
contact
Claims Management
• Triage at “first notification”
• Fraud detection
• Early intervention
• Streamlined customer friendly experience
Customer Footprint Expansion
• Share of wallet analysis for cross sell/up sell
• Customer segmentation
Risk Appetite/Risk Management
• Clear accept/reject guidelines and rules
• Alignment with risk sharing partners and
reinsurers
• Enterprise level risk profile and risk analytics
26

27. Strategic Consultation Business Analysis & Solution Design
Success Management Ongoing Support
Sessions with key stakeholders focused
on understanding perceived challenges
and areas of opportunity for Salesforce.
A trusted approach involving extensive
analysis, architecting, modifying
business processes, and enabling
transformation.
Dedicated practice for training and
enablement, providing platform guidance,
activation roadmap, and adoption
strategy.
Devise a customized support plan that
meets your objectives and help you
maximize your Salesforce investment.
HOW WE BRING SALESFORCE TO LIFE
27
Implementation
Using one of two proven implementation methodologies, the Waterfall
method or Agile Framework, your Salesforce solution is brought to life.

28. Review Rating
Manual
Set-Up
Matrices
Prepare Factor
Tables
Set-Up Calc
Procedure
Simulate
RATING
Identify Insured
Item Attributes
Identify
Coverages &
Terms
Create
Attributes
Create Product
/ Associate
Map Attributes
to Rating
Simulate
Identify
Configuration
Rules
Implement
Attribute Rules
Implement
Coverage
Rules
Simulate
CONFIGURATION
Define Quote & Policy
States
Set-Up State
Model
Determine
UnderwritingRules
Set-Up Rule
Actions
Implement
Rules
Simulate
UNDERWRITING
2
8
28
Insurance Product
Modeling
Create
Specs

29. PHASE 01
Preparing for Change
Helps change and project teams
prepare for designing their change
management plans.
2
9
PHASE 02
Managing Change
Create plans that will integrate with
the project plan. These plans articulate
the steps you can take to support
the individual people being impacted
by the project.
PHASE 03
Reinforcing Change
Helps you create specific action
plans for ensuring that the change
is sustained.
29
Change
Management
Methodology

30. YOU
3
0
GERENT SALESFORCE
30
Success
Digital Transformation

31. Visit our booth! Link in Chat →
www.gerentllc.com

32. Complimentary
Rapid Discovery Workshop
Share your company’s current state, key challenges, and desired future state.
60-Minutes
Uncover high-potential ideas and opportunities with Gerent consultants.
Receive a summary report with key insights and short + longer term action steps.
Book your session: Email Brian Motzenbecker at brian.motzenbecker@gerentllc.com
Exclusive offer
for event attendees

33. Q. Would you be interested in a complimentary 60-minute rapid
discovery workshop with Gerent?
1. Yes
2. No
Poll

34. Next Steps...
Feedback on Today’s Event, Three Ways...
▪ End of today’s event using survey prompt
▪ When you receive the recording link email
▪ Directly to TDI, SMA & Solution Providers individually

35. Save the Dates TDI/SMA Virtual Series Continues

36. Contact Details
Hugh Terry@ TDI hugh.terry@the-digital-insurer.com
Deborah Smallwood @ SMA dsmallwood@strategymeetsaction.com
Donn Vucovich@ Gerent donn.vucovich@gerentllc.com
Rich Fusinski @ H.W. Kaufman Group - Burns & Wilcox rfusinski@hwkaufman.com
James Webb @ Salesforce james.webb@salesforce.com

37. Thanks for your time!
(feedback please)