Decoding the new avatar of

Super Customer Week

(SCW) Revamp 2023
 SCW Background
S C W is a one of our biggest initiative
to celebrate Max Life customers and
leave a positive impact on them,
creating a connect beyond just
transactional. A week in each month is
dedicated to this, with relevant themes.
The themes are picked basis the
important occasions for the month,
brand messaging, and customer needs
with different life stages. It reaches out
to the entire Max Life customer base,
digitally or physically.
S C W has been running for the
past couple of years (since 2018)
started in the physical format with
in-branch engagement
customers, then moved to e-
with
during the pandemic and now
format
runs in the hybrid form with
customers being engaged both
physically and digitally.
Currently we connect with customers
via email / sms communicating our
theme for the month and the
engagement activity. We also design
relevant merchandise (As per
thematic) and send it our branches for
our ops team to engage with
customers on the theme and give the
merchandise as a token of our
appreciation (walk ins engaged with
the theme- on ground team works
with us to drive more walk ins during
this period of SCW)
 The purpose of
SCW

Term Life Premium

Purchase Payment

Creating meaningful relationship

To cross sell, upsell other products

To harness existing customers at its

best
 SCW mechanics

Topical Month wise Engagement efforts with

Thematic celebrated for a connected consumer.
week, across digital and in-
brand. Through CRM.
Content Interaction
With SMS/Email, Increase positive disposition
Merchandising, In-branch towards brand , NPS
activity
Goes on to become the best and
most awarded initiative to
celebrate Max Life customers and
leave a positive impact on them
Issues with the current
mechanics
Engagement efforts with
Topical Month wise
connected consumer.
Thematic celebrated for
a week, across digital
Through CRM.
and in-brand.
Content Interaction
Increase positive
With SMS/Email,
disposition towards
Merchandising, In-branch
brand , NPS
activity
Issues with the current
mechanics
We have an effective purpose

“Inspiring people to
increase the value of their
life”
But is it loosing meaning in consumer
How can we bring the context
purpose closer to the consumers?
Issues with the current
mechanics
We are reaching consumer
topical theme per month,
and repeating it process every month

How can we create more permanent platform for

continuous engagement?
Issues with the current
mechanics
We moved from transactional
To Emotional Story telling to
engage with consumer
But stories alone can go so far

How can we cultivate strong community that sticks around better ?

 A 3-part
approach
Engagement efforts with
Topical Month wise
connected consumer.
Thematic celebrated for
a week, across digital
Through CRM.
and in-brand.
Content Interaction
Increase positive
With SMS/Email,
disposition towards
Merchandising, In-branch
brand , NPS
activity

Part-2 :
Part 1 :

Content more Platforms for continuous

conversation
relatable.
 A 3-part
approach
Engagement efforts with
Topical Month wise
connected consumer.
Thematic celebrated for
a week, across digital
Through CRM.
and in-brand.
Content Interaction
Increase positive
With SMS/Email,
disposition towards
Merchandising, In-branch
brand , NPS

Community
activity

Part-2 :
Part 1 : Part -3:

Community as a Platforms for continuous

Make content more relatable.
conversation
glue
Our new approach to revamp
SCW Content

Single Tentpole Purpose

→
Purposes/causes much more closer and relatable to different audience
cohorts
Interaction

From topical month-on-month repetitive effort

→
Permanent long standing platforms

Community

From inspiring through content

→
Implementing community mechanics for longer deeper engagement
How to bring the purpose
closer to our audience?
 Step-
1
Brand to
consumer
To
Consumer to
Consumer.
Brand philosophy Move from brand chosen topics
Move from a brand
Depicted through real, to consumer chosen topic.
speak tonality, to a
relatable consumer
consumer speak tonality
stories, causes and truths. Invest in listening, U GC etc.
 Step-
2
Relevant Content
= Consumer
Truths,
that furthers our
We the marketing team are purpose
super customers of our Celebrating truths - opinion,
“Brand MLI”.
A ‘Jamghat’ of customer truths
an idea, a point of view our
customers have of MLI. across media.
Giving us right to conduct S C W
Truths can be specific truth - memories, rituals, stories
about loved ones and the difference made in their
lives.
Truths can be social truths – Commentary on financial
culture, tax planning, trends etc.
 Truths can be Truths can be shared truth
- about Life Insurance, savings, wealth generation
etc.
 SCW should be about

‘The green room of content’

Where we listen, Where we are candid, Where we talk person

to person
 S C W should be about
‘The green room of content’
Where we listen, Where we are candid, Where we talk person to
person

Now content will not be based on crafted brand lines.

But focused on bringing alive the raw truth
About the consumers, their lives and relationship with category
‘Which can be owned by all’
How to create a permanent
platforms for continuous
interactions?
 Delivering ‘relatable’ content
through correct audience
platform

Audience platforms which can create a long tail

conversation.

Pre- S C W engagement S C W engagement Post - S C W

engagement
Continue conversation
Pik-up from where you Establish Highly
left. personalised interaction Establish listening channels
Easier context setting
and less friction. Connect to
servicing
 25 -
35
Potential to ’catch them
young’ in the first policy
life stage and grow
35- 45 45 - 55
Looking to buy top-ups / Going through Youth 2.0.
2 n d policy as life stages Relooking and tightening
and income changes finances

Tax saving Wealth Creation for life goals Wealth Creation for life goals
MOTIVATIONS
PURCHASE

Wealth Creation for life goals

Protection during emergency Protection during emergency

Protection of children’s future Protection of children’sfuture

Child's education Child's education

Retirement planning

24
 Platform across all
cohorts
Consumer truth:

“The nine-ender age 29,39,49… are ages when we

take life defining steps. The age when we are most
likely to take decisive steps towards financial
planning”
Turns out there’s data that suggests being an age that ends in nine—29, 39, 49, 59, etc. —
may lead us to do things we are less likely to do at other ages.

End of a decade engage in “meaning-seeking behaviors” — both positive and self-

destructive
— more frequently than they do at other ages.
 Platform across all
cohorts

The N I N E ENDER’s
CLUB
Celebrating the nine-ending birthdays of our consumer every
month

Sharing their truths and help you prepare your nine-ending

birthday
 Platform for 45-55 age
groups
Consumer truth:

“The last decade before retirement, calls for youth

2.0”

Decade of mid-life crisis, which demands a relook

into life and what to do going forward.
Platform for 45-55 age
groups

Insight:

The YOUTH 2.0

initiative
Truths that will inspire you revitalize your

energy Truths as Stories, Activities and Ques

That encourages you to feel young and getting ready for

2 nd innings
 Platform for 25-35 age
groups
Consumer truth:

“Finance is boring or confusing and stressful”

Everyone has confusing ideas of ‘making money’

and intimidates me

But no one is simplifying finance and insurance for

me
Platform for 25-35 age
groups

Insight:

Zillenials Finance
House
A finance planning platform of 20s, by 20s, for

20s Zillenial finance told in Zillenial Lingo

Truths that help me see how others have done it.

Show me my financial influencers!

 Platform for 35-45 age
groups
Consumer truth:

“I haven’t thought about long term finance before

my children were born”

Financial responsibility = Parental responsibility

Platform for 35-45 age
groups Insight:

Rich Parents. Poor

Parents
Bringing in truths from the best

On financially secure

parenthood
 25 - 35 35- 45 45 - 55
Potential to ’catch them Looking to buy top-ups / Going through Youth 2.0.
young’ in the first policy 2 n d policy as life stages Relooking and tightening
life stage and grow and income changes finances

Tax saving Wealth Creation for life goals Wealth Creation for life goals
MOTIVATIONS
PURCHASE

Wealth Creation for life goals

Protection during emergency Protection during emergency

Protection of children’s future Protection of children’sfuture

Child's education Child's education

Retirement planning

Zillenials Finance Rich Parents. Poor The YOUTH 2.0

House Parents initiative

The N I N E ENDER’s CLUB

Implementing community
mechanics for longer deeper
engagement
Levers of Creating
Community
Identifier & Collective
Bragging rights activities

Badges Forums
Testimonials Hi-tea
Features Customers Group
Cards and sessio
Id markers ns
LIVE
FB Groups
U G C initiatives
Recognition and
reward

Leader board
Customer Features
Shoutouts
Local Heros
 SCW Revamp
Strategy
Present the
Fit into Right Audience Platform
appropriate
Consumer truth

Land into Community Lever

Decoding the new avatar of
Super Customer Week
(SCW) Revamp 2023