Mary HegartyGeneral Manager, Customer Communications

Cloth, paper or electronicclear communications is the end game

Agenda

A Little History Lesson Textiles vs. Communications Evolution of Customer Communications Current State Why Clear Communications are Important How LUNA Can Help Case Studies / Measurable Results

A conversation about communications

Born June 9, 1768Belper, Derbyshire, England

Died April 21, 1835 (aged 66)Webster, Massachusetts

Samuel Slater (1768–1835) popularly called "The Father of the American Industrial Revolution"

Industrial Revolution

Roots go back to 1807 – expansion of the Slater Mills to Webster, MA

Textile Communications• Concept / Strategy• Analysis / Content• Design• Composition• Implementation• Delivery

• Concept / Strategy• Target Audience• Design• Technology Set‐up• Print• Delivery

5

Client communications are the gateway to reinforce your company’s value

proposition & brand

While most companies don’t spend enough time thinking about these

communications…those that do have had excellent results

1990’sOperations

owns process

2000Finance

drives process

2010Marketing

influences process

The Evolution

• Information is critical• Omni channel is critical• Data driven scenarios table stakes

• CX drives the deliverable

TodayShared ownership

The Evolution

Customer ExpectationsYour customers expect communications and

interactions to occur on their

TERMS CONVENIENCE DEVICE

Are you poised to respond to customer / industry demands?

Communications are at a Crossroad

ECM

Preference Management

CCM Customer ExperienceOmni-channel

Accessibility Responsive design

What buzzwords are you hearing?

Legacy system challenges Out-dated content

No consistency across channels / limited channel support

Cannot get buy-in for redesign

Silos – customer journey not looked at as a whole

People often do much more than interpret words and pictures

when they read,

they form an impression of the organization that

created the communications.

of Executives believe customersswitch brands due to a poorcustomer experience

Of customers have switched companies due to a poor customer experience

—"Global Insights on Succeeding in the Customer Experience Era," Oracle, 2014

Well designed documents get read.they communicate

Omni Channel

Design of information for clear communications

LocateIn order for any communications to be clear, stakeholders must be able to LOCATE information quickly and easily.

UnderstandNext, they need to be able to UNDERSTAND the

information they have found easily.

ActFinally, stakeholders need to be able to ACT on the

information they have found and understood.

STATEMENT PLUS 8

Account Cash Statement April 01, 2001 To May 04, 2001

Account Name: APPLETON,JOHNAccount Number: 1010999993

SUNGARD BANK & TRUST1 MEMORIAL DRIVECAMBRIDGE, MA 02142

M. WILLIAMSON1234 GREAT OAKS WAYSACRAMENTO, CA 92123-1644

Administrator: Burt Mariacher617-621-9993

Investment Officer: Burt Mariacher617-621-9993

Asset Allocation Summary

Market Value Percent

BONDS

COMMON STOCK

MONEY MARKET FUNDS

OTHER

Total

101, 330. 59

98, 728. 67

21, 359. 00

310, 660. 90

532, 079. 16

19. 0%

18. 6%

4 . 0%

58. 4%

100. 0%

Account Summary

Current Period Year To Date

Market Value At Beginning Of Period 688 , 689 . 16 6 84 , 025 . 07

Cash Management 1 , 628 . 00 9 , 251 . 00Miscellaneous 108 , 560 . 12 - 1 32 , 929 . 50 -Unrealized Gains / Losses 49 , 677 . 88 - 28 , 267 . 41 -

Ending Market Value 532 , 079 . 16 5 32 , 079 . 16

Performance 22 . 74 -% 22 . 21 -%

For Your Information This space is available to insert messages for use with Statemnt Plus.

LOCATE

UNDERSTAND

Account Cash Statement Page 5

April 01, 2001 To May 04, 2001

Account Name: APPLETON,JOHNAccount Number: 1010999993

Portfolio Detail ( Continued ) Equity Diversification Summary

Industry Sector Market Value Percent

BASIC INDUSTRY

CONSUMER DURABLES

ENERGY

HEALTH CARE

INDUSTRIALS

TECHNOLOGY

TRANSPORTATION

Total

6 , 637. 50

10, 506. 75

14, 604. 00

13, 175. 00

18, 840. 42

13, 075. 00

21, 890. 00

98, 728. 67

6. 7%

10. 6%

14. 8%

13. 4%

19. 1%

13. 2%

22. 2%

100. 0%

Total Market Est AnnualMarket/ Price/ Income/ Current

Description Ticker Shares Total Cost Cost Price Accrued Inc Yield

Common StockBasic IndustryChemicals

BRISTOL MYERS SQUIBB CO COMMON BMY 250. 000 6, 637 . 50 26 . 55 280. 00 4 . 22STOCK 13, 250 . 00 53 . 00

*** Total Chemicals Sub- 6, 637 . 50 280. 00 4 . 22Total 13, 250 . 00 0 . 00

** Total Basic Industry Sub- 6, 637 . 50 280. 00 4 . 22Total 13, 250 . 00 0 . 00

Consumer DurablesEntertainment & Recreation

DISNEY WALT COMPANY HOLDING CO DIS 225. 000 4, 938 . 75 21 . 95 47 . 25 0 . 96COMMON STOCK 8, 677 . 00 38 . 56

*** Total Entertainment & Recreation Sub- 4, 938 . 75 47 . 25 0 . 96Total 8 , 677 . 00 0 . 00

RetailSEARS ROEBUCK & CO COMMON STOCK S 100. 000 5, 568 . 00 55 . 68 92 . 00 1 . 65

4 , 500 . 00 45 . 00

*** Total Retail Sub- 5, 568 . 00 92 . 00 1 . 65Total 4 , 500 . 00 0 . 00

** Total Consumer Durables Sub- 10, 506 . 75 139. 25 1 . 33Total 13, 177 . 00 0 . 00

Account Cash Statement Page 2

April 01, 2001 To May 04, 2001

Account Name: APPLETON,JOHNAccount Number: 1010999993

Portfolio Detail Total Market Est Annual

Market/ Price/ Income/ CurrentDescription Ticker Shares Total Cost Cost Price Accrued Inc Yield

Money Market FundsShort Term InvestmentsCash

FEDERATED TSY OBLIGATION FUND 5, 407 . 000 5 , 407 . 00 1 . 00 241 . 15 4 . 465 , 407 . 00 1 . 00

*** Total Cash Sub- 5, 407 . 00 241 . 15 4 . 46Total 5 , 407 . 00 0 . 00

** Total Short Term Investments Sub- 5, 407 . 00 241 . 15 4 . 46Total 5 , 407 . 00 0 . 00

Mutual Funds-tax ExemptMutual Fund-out Of State

FEDERATED SHORT-TERM MUNICIPAL FSHIX 200 . 000 2 , 066 . 00 10 . 33 78 . 71 3 . 81TRUST FUND #024 2 , 038 . 18 10 . 19

VANGUARD HIGH YIELD TAX-EXEMPT VWAHX 200. 000 2 , 132 . 00 10 . 66 113 . 57 5 . 33FUND #44 5 , 360 . 00 26 . 80

*** Total Mutual Fund-out Of State Sub- 4, 198 . 00 192 . 28 4 . 58Total 7 , 398 . 18 0 . 00

** Total Mutual Funds-tax Exempt Sub- 4, 198 . 00 192 . 28 4 . 58Total 7 , 398 . 18 0 . 00

Mutual Fund - TaxableMutual Fund-balanced

JANUS GROWTH AND INCOME FUND JAGIX 200 . 000 5 , 588 . 00 27 . 94 54 . 00 0 . 97#040 5 , 916 . 00 29 . 58

*** Total Mutual Fund-balanced Sub- 5, 588 . 00 54 . 00 0 . 97Total 5 , 916 . 00 0 . 00

Mutual Fund-income FundFIDELITY ADVISOR HIGH YIELD - T FAHYX 200. 000 1 , 532 . 00 7 . 66 144 . 00 9 . 40FUND #165 2 , 295 . 00 11 . 48

*** Total Mutual Fund-income Fund Sub- 1, 532 . 00 144 . 00 9 . 40Total 2 , 295 . 00 0 . 00

Mutual Fund-equity FundAIM WEINGARTEN - CLASS A FUND WEINX 100 . 000 1 , 129 . 00 11 . 29#001 2 , 708 . 00 27 . 08

AIM GLOBAL GROWTH - CLASS B FUND AGGBX 250. 000 3 , 505 . 00 14 . 02#692 5 , 185 . 00 20 . 74

*** Total Mutual Fund-equity Fund Sub- 4, 634 . 00 0 . 00 0 . 00Total 7 , 893 . 00 0 . 00

** Total Mutual Fund - Taxable Sub- 11 , 754 . 00 198 . 00 1 . 68Total 16 , 104 . 00 0 . 00

* Total Money Market Funds 21, 359 . 00 631 . 43 2 . 9628 , 909 . 18 0 . 00

ACT

• to highlight key information

• to assist navigation through the document

• to improve the information in graphics

• to enhance the appearance of a document

• To reinforce the brand image

Using Color Appropriately

Color Usage

• Forms too crowded and lines too close together making it difficult for processors to read and input scanned forms

• Written information overlapped• Brand identity was inconsistent from form to

form• Layout was inconsistent from form to form

Post Sale Maintenance Forms

FIDA59 04/03

1 Transfer of Ownership

2 Change Name, Address and/ or Beneficiary

3 Automatic AdditionsPrograms(Minimum addition $100)

4 AdditionalPurchasePayment

Contract #_____________________________________ Date of Request______________________________Owner(s) Name____________________________________________________________________________Owner(s) Signature__________________________________________________________________________Soc. Sec. No./TIN_________________________________ Phone No. (______)__________–_______________

This proposed change in ownership may result in a taxable event for you. Please consult your tax advisor to determine thepotential tax consequences. This change of ownership does not affect the present beneficiary or annuitant.

❍Replacing existing owner ❍Adding joint owner

Name_______________________________________________________________________ ❍M❍ FAddress_____________________________________________________________________

Street City State Zip

Soc. Sec. No./TIN ________________________Phone No. ________________ Birthdate _____ / _____ / _________________________________________ _____________________________________

Relationship to existing owner New Owner Signature

Change for: ❍Owner ❍Annuitant ❍Beneficiary*

Name_______________________________________________________________________ ❍M❍ FAddress_____________________________________________________________________

Street City State Zip

Soc. Sec. No./TIN_________________________Phone No.(___)_____–________ Birthdate _____ / _____ / ____

Are all Owner(s), Annuitant, and Beneficiaries U.S. citizens? ❍Yes ❍NoIf no, provide name and country of each: ___________________________________________________________

Unless otherwise directed, equal shares will be paid to the primary beneficiaries surviving all owners. If no primary beneficiaries survive the owners, payment will be made to the contingent beneficiaries.

I authorize Glenbrook Life and Annuity Company (Glenbrook Life) to begin automatic debits from the account designated below. The funds withdrawn from this account shall be added to my annuity as an Automatic Addition (Purchase Payment).

The debit amount should be allocated as follows:

The debit amount is $ _____________________________ The debits should begin in ______________________(Month)

Debit my (check one) ❍Checking Account ❍Savings Accounton the (circle one) 5th or 25th day of each ❍Month ❍QuarterFinancial Institution__________________________________________________________________________Address__________________________________________________________________________________ABA No._______________________________________ Acct. No. __________________________________

A VOIDED BLANK CHECK FOR THE ABOVE ACCOUNT MUST BE ATTACHED.

Please add $ _________________________ to my existing Glenbrook Life Annuity ($100 minimum).Please make check payable to Glenbrook Life.Amount Guarantee Period Amount Guarantee Period Amount Guarantee Period

$______ _____ Year $_______ _____ Years $_______ _____ Years

Owner Name (Please Print): ___________________________________________________ Age:___________Tax Qualified ❍Yes ❍No If yes please indicate:❍IRA Rollover ❍IRA Transfer ❍IRA Direct Rollover ❍IRA/Year of Contribution _____ ❍Other ____________

SPECIAL SERVICES AUTHORIZATION

Glenbrook Life and Annuity CompanyP.O. Box 94042Palatine, IL 60094-4042Telephone: 1-800-755-5275FAX: 1-847-402-5313

– –– –– –– –– –

* I hereby cancel all prior Beneficiary designations and make the following designations:Name Relationship to Owner Percentage Soc. Sec. No./TIN Address

Primary_____________________________ ______________ _______% ____________________ ________________________Primary_____________________________ ______________ _______% ____________________ ________________________Primary_____________________________ ______________ _______% ____________________ ________________________Contingent___________________________ ______________ _______% ____________________ ________________________Contingent___________________________ ______________ _______% ____________________ ________________________

BEFORE

• Redesigned four typical insurance forms. • Interviewed all parties that worked with the forms –

i.e., how the form was processed, pain points, good points.

• Consistency across the form set was a key design objective.

• The large identifier made it easy to distinguish forms.

• Consistent placement of information allowed for more efficient processing.

• Rewriting and new logical organization took up less space, leaving increased room for entering information and for the large clear forms identifier.

Results

AFTER

• This form set was for the Death Claim Package for the beneficiary of an annuity contract.

• Beneficiaries were very confused about what actions to take due to the large number of pages, choices and unclear instructions.

• The package included 6 pages of payment options written in industry jargon.

• A large number of forms came back incomplete.• Most beneficiaries opted to take the money in a

lump sum because that was the simplest call to action.

Beneficiary Claim simplification project

Claims Kit BEFORE

Claims Kit AFTER

Conclusion

History is always fun! Any kind of design – cloth or communications must be

approached with • a clear strategy• the end customer in mind• adherence to technology requirements• a strong design methodology• the ability to deliver

Customer Communications are at a crossroads• Are you ready to meet the challenges?

LUNA Can Help

Confidential © NEPS 2017

For more information contact me:

mary.hegarty@neps.com

W W W. N E P S . C O M

12 Manor Parkway Salem, NH 03079 (603) 314-5600

Thank You!