maximize channel reach & accessibility
- reach each potential customer
- offer multiple channels to all customers
- make full use specific strength of each channel
strategy
- make all responsible for Etiqa overall gross premium targets
- ensure that channels works complementarily, avoiding cannibalization (e.g. simple products through banca, flexible product through agents)
- increase agent productivity through aggressive agency force management, training and rationalization of the agency force
- maximize potential to cross / up sell to the maybank banking customer base
- reduce management complexity by rationalizing the number of branches and 3rd party banca partners
- leverage on takaful where possible to 3rd party banks to become preferred supplier
- transform branches to provide sales management to local distributors
- make support function co-responsible for the overall effectiveness of all channels
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