Success story
Groupama Sigorta
Industry• Insurance

Solution• OpenText Exstream™

Groupama Sigorta reducescomplexity of insurance documents
OpenText Exstream improves company brand and image

Results
Integrates easily with legacy
environments, eliminating theneed to invest in new core systems
Supports compliance withgovernment regulations
Delivers a return on investment
period of two years“With OpenText Exstream, we saved time and money. We also
improved our brand image, and the ability to add marketingmessages and cross-selling to our communications isenabling us to attract more customers.”Taşkın KayıkçıoğluChief information officer
Groupama Sigorta

Groupama Sigorta reduces complexity of insurance documents

Turkish insurance provider, Groupama Sigorta, wanted to improvethe design of its complex policy documents to make them easier forcustomers to read and to add personalized marketing messages.
The company achieved this with OpenText Exstream , the customer
communication management software that provides a single solution
for the design, creation and multichannel delivery of all types ofcustomer communications.

Challenge“In the insurance business, our customer documentation has to be ofa high standard to promote the quality of our company and sell ourbrand. The content and design also has to be clear so it can be easily
understood by our customers,” said Taşkın Kayıkçıoğlu, chief information officer with Groupama Sigorta. “Groupama’s independent agentswere not happy with the look of our policy offers. Our legacy system
had only cumbersome and rudimentary image capabilities and did notallow us to use modern data formats. The tables were too simplistic
and agents also wanted to reduce the number of pages.”

Insurance documents can be complex and difficult to understand. Fromdeclarations and definitions to exclusions and endorsements, it is hardto grasp what you pay, what benefits you receive, what is covered andmore importantly, what is not covered. Rules and regulations bring further
complications so it is a constant challenge for insurance companies topresent the information in a clear way.

“With the limitations of the AS400 system, we were unable to print thekind of content requested by our marketing department and also could
not meet clear directions from the government on content and fonts.
That was the driver for us to find a new solution,” added Kayıkçıoğlu.

TM

Cutting through complexity

An insurer that faced these problems was the Turkish division of theFrench company Groupama. With 13 million members and customers,
35,000 employees, €6.3 billion in net assets and annual revenues of€14.2 billion, Groupama is one of Europe’s leading insurance providers.
With headquarters in Paris, it has a presence in 11 other countries
throughout Central and Eastern Europe.

In 2006, Groupama took over Turkish insurer Başak Sigorta and following
a subsequent merger with the country’s oldest insurer, Güven Sigorta, it
now trades as Groupama Sigorta. The company offers a wide range ofproducts, including motor, home, health and life insurance, and private
pensions through many touch points that include 2,126 independent
agents, 491 points of sale at banks and 1,656 agricultural co-operatives.

This involves the production of approximately one million policy documents a year, which can include more than 250 variable fields. Although themajority are emailed to customers, some are still printed and posted out.

Groupama Sigorta suffered from the static print limitations of its legacy
AS400-based spool file process. It wanted a document generation
system that was more modern, flexible, dynamic and future-proof.

Solution

Flexibility and ease of integration

Groupama Sigorta researched the market and considered two options.
It chose OpenText Exstream Customer Communications Management(CCM) software. This CCM platform provides a single solution for thedesign, creation and multichannel delivery of meaningful, high volume
correspondence. Communications can be highly personalized and caninclude targeted marketing messages and offers on-demand to upselland cross-sell other products and services.

“We chose Exstream because of its flexibility and the ability to integrate
it with our existing core system,” said Kayıkçıoğlu. “How we could adapt
this new technology to our existing systems was one of our mainconcerns. Our systems need to operate 24x7 and if they collapse, ourwhole production would collapse as well. It was a challenge for us to“If I had known that
it was so easy, I would
have implemented
Exstream a year earlier.”Taşkın Kayıkçıoğlu

Chief information officer
Groupama Sigorta

Groupama Sigorta reduces complexity of insurance documents

adopt this, but we gained confidence from Exstream demonstrations
and references. OpenText gave us examples of other companies that
had implemented Exstream in the insurance and banking markets.

“As a small proof of concept, we provided them with our format andtemplate and asked them to produce a policy for us in two or threedays. They sent us exactly what was required in just one day and thenwe realized that using Exstream was easier than we had thought. TheOpenText selling experience in this project was excellent. It proved thatExstream would work with our system and that it was easier than wepredicted. If I had known that it was so easy, I would have implemented
Exstream a year earlier.”

Benefits

Improving brand and image

Using Exstream has enabled Groupama Sigorta to streamline the design ofits documents, giving customers a clearer view and better understanding.
It can now include more modern data formats, such as Extensible Markup
Language (XML) and combines sophisticated image control with theability to create tables. For example, its health insurance policies used
to be 51 pages long but have been reduced by more than 50 percent, tojust 22 pages, due to better design.

“Our health policies are very complex but we have revised and simplified the content,” explained Kayıkçıoğlu. “By using different kinds offorms, columns and other features from Exstream, we have been able
to put more information onto a single page. We have also been able todecrease the size of the other policies. Using Exstream has enabled
us to give more presentable policies with clearer information in amore readable format and that is priceless for us. It raises the profileof the company and encourages new business.”

Now, the brand image has been changed and policies are designed withclear financial information and help text on the front page rather thanbeing hidden in subsequent pages.
Reduced document size has also been supported by the introductionof Quick Response (QR) barcodes that customers scan with their smartphones to quickly access the company’s website.
“With QR codes customers can access further policy information andalso, in order for them to get that information, we can ask them furtherquestions to get their email addresses and other data for marketingpurposes,” said Kayıkçıoğlu. “We had already started to do this but
recently the Turkish Government also made it mandatory for us to put
QR codes in documents.”“As well as directions on font size and QR codes, the government
issued a mobile accident report application and by using it you don’t
need to use a pen or pencil after an accident has happened. Now you
are able to use our mobile app for notification of the accident with
the insurance company. For each policy, we need to have QR codes
but we had already designed them so it was easy to implement thenew ones.”
Reducing the size of documents and revising the layout has reduced print
times by 20 percent and due to this and various other savings, Groupama
Sigorta forecasts that Exstream will have paid for itself in two years.
“A solution like Exstream makes our lives much easier and thefeedback from our agencies has been very positive,” concluded
Kayıkçıoğlu. “We used to get complaints about the design of ourpolicies but after modifying them with Exstream, the complaints
have stopped.”

About OpenText

OpenText, The Information Company,enables organizations to gain insight
through market leading information
management solutions, on-premises orin the cloud. For more information about
OpenText (NASDAQ: OTEX, TSX: OTEX)
visit opentext.com.
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