Together with our partner MCC we have developed a management simulation for the insurance company REAAL Verzekeringen. This simulation was first used during the Marketing Event of this insurance provider, which took place in the Westergasfabriek in Amsterdam on 15 September 2004. REAAL had invited 200 intermediaries to think along with them about the use of marketing in the insurance market. The intermediaries and 50 REAAL account managers formed 50 teams to take part in the REAAL Marketing game.

The simulation consists of three different rounds, the idea being that in each round a number of conscious choices will have to be made with a view to maximising the value of a customer portfolio. After animated discussions about the strategy to be followed, each team sent its decisions to the game leaders via an intranet application, who then calculated the results in real-time. The results were fed back online and subsequently plenary feedback was given under the supervision of a marketing expert.

The gain for REAAL is that the company presented itself to the intermediaries as an innovative and committed insurer in an inspiring environment. The intranet technology, which allowed a large number of data to be entered and processed quickly, was a huge success too.

• the intermediaries graded the event 8+ on a scale of 10
• 70% graded it 8 or higher
• 70% indicated they had gained new ideas
• REAAL, our customer, gave the project 8 points out of 10

The REAAL Marketing game success was had a sequel. The game has been played several times since, with REAAL Verzekeringen partners and a few times within REAAL itself.

If you are interested in a similar simulation for your company, do not hesitate to contact us to inquire about the possibilities.

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