Today the 2009 EFusion Recipient was announced. Congrats to American Family for their TeenSafe initiative. (Ohio rules once again!!!) What I found most compelling about TeenSafe:

  1. The technology vendor brought the original idea to the insurance company.
  2. The insurance company caught the vision and foresight – and persevered through internal obstacles.
  3. The Web site and infrastructure was outsourced to a been-there-done-that Web development team.
  4. A clear focus was the intrinsic and intangible value of helping teens with driving skills, not necessarily selling insurance.
  5. But oh by the way, a LOT of insurance has been sold. And one of the keys is the referral focus. Viral marketing, developing customers into hard-core fans, things I’ve been talking about recently. So professionally affirming to me personally.

Great work American Family!

John Pogas and Jamie Pickles – highly recommend the great talk on Value-Centric E-Commerce. Some CRITICAL points made in that talk that marketing folks in the Life and Health insurance business really need to embrace in order to be successful in the marketing landscape ahead. But I think what is most memorable was the technical jolt that happened and how John Pogas did an on-stage jig and pressed on with his show even though Lee and Paul had been knocked off-line. That was just classic John Pogas! LOL.

The Progressive F3 application – outstanding use of technology to make quoting and application process easier for the prospective customers. So much data is publicly available. Why not leverage that for the benefit of the customer to save time, increase accuracy, and improve the overall experience? Yes, there might be a big-brother initial reaction to the process, but everyone should know by now that there’s really no private information out there – really it’s all out there – don’t be fooled. One thing I would suggest is save-and-come-back-later functionality and viral marketing components. Why not leverage the site visitors into referral agents? Seems like a great opportunity to leverage a positive user experience.

Information Dashboard

  • Business Intelligence embedded in the actual workflow – I’ve been doing this kind of thing on Web sites for some time now. Extremely valuable.
  • Actionable metrics – sort of an obvious thing, but nonetheless often overlooked. Love to be a fly-on-the-wall during one of the workshops that were referenced.

mySocrates – This seemed to be an incredible effort for a broker – so standing ovation there. I also was engaged by the use of the wiki’s both internal and external. Love to see how those wiki’s mature over time. Seem like some really smart guys working on that one – all of them really.

Comment on the Virtual conference versus In-person – I was looking forward to the in-person opportunity, but the virtual concept is starting to grow on me. I found that it’s easier to digest the information. It also must be a whole lot easier to record sessions for Webinar playback. A.M. Best seems to be starting to do better with the human aspect with audio, video, and visual/text. The gotowebinar worked well and made it easy to ask questions of the presenters. But I still like the in-person connections – that’s just me. I get a feeling though that many insurance and technology folks are not necessarily extroverts and so a virtual conference is perhaps even better for them. I’d be interested in the analytics – How many people attended real-time? How many people viewed the Webinars later? How many people asked questions and engaged in some way? One suggestion: perhaps use a standard PPT template for the presenters so the visuals are more consistent.

All-in-all, I love EFusion and highly recommend it. I’ve been attending since 2003 and have perhaps learned more about insurance and technology through the EFusion Conference than any other conference – and possibly through any other single channel of information. Strongly recommend it. Thanks to Lee McDonald and Paul Tinnirello for putting up with my out-of-the-box participation! :-) See you next cheer!