YGC Corporate Services, Inc. (YGC-CSI) was set up in 1999 with the mandate of identifying and optimizing synergy opportunities within YGC. Despite the complexity and diversity within the conglomerate, YGC-CSI has had a significant number of successes, generating billions in business volume for the YGC.
From Referral Programs to Bancassurance
Immediately after its incorporation, YGC-CSI launched a group-wide referral program. Up to 30,000 employees and associates from all over the country were asked to refer their friends, family and customers to the group. Billions in business volumes were generated particularly for consumer loans, deposits and investments, credit cards, vehicles, life insurance, fire insurance and motorcar insurance.
The referral program was further refined to gain access into the sales networks of two of the biggest groups in the conglomerate. On one side was the insurance group – Malayan, Grepalife and Pacific Plans – referring their customers to the bank. On the other side was the banking group – RCBC and RCBC Savings – referring their customers to the insurance companies. Even before “bancassurance” became a catchphrase in the industry, YGC-CSI had already set its foundations in YGC.
Under the Bancassurance Referral Program in 2001, billions in premiums were referred to the insurance companies. As the program grew, its strategic importance became more evident resulting in the formal bancassurance agreement between RCBC and Grepalife in 2007. Through this arrangement, every RCBC branch incorporated the services of a Grepalife Bancassurance Sales Officer. To both RCBC and Grepalife, this has yielded to increased incomes. To the banking customers, this gives them access to professional financial planning and a wider range of investment options.
The initial successes of the referral program followed the creation of the YDirect unit in 2002 – a unit specializing in direct marketing and telemarketing activities. Utilizing Malayan and Grepalife products developed specifically for this purpose, YDirect started off by tapping the Bankard customer database contributing hundreds of millions in premium income to the insurance companies. The unit has now branched out to other databases and continues to deliver value to the insurance companies of the conglomerate.
YGC Marketing Council
The YGC Marketing Council was set up to connect with other marketing synergies. Composed of the key Sales and Marketing Executives across the group, the Council serves as a forum to efficiently coordinate marketing and strategic programs. The projects of the Council include loyalty programs, analytics systems and other cross-selling platforms. As the Council is tasked to address group-level concerns, YGC-CSI chairs the Council through its representative, Liwayway F. Gener.
Future cooperative actions will focus on the following 5-point drivers: Products, Processes, People, Perceptions and Performance. For each of these drivers, YGC-CSI will identify opportunities and implement the required collaborative programs.
Helen Y. Dee President and CEO
Liwayway F. Gener Executive Vice President and COO
Juliet P. Guanlao Vice President
Ann Margaret D. Tolentino Senior Assistant Vice President
YGC Corporate Services, Inc
5th floor Grepalife Bldg.
221 Sen. Gil Puyat Avenue
Makati City 1200
Tel: 894 5555
Fax: 894 2923RCBC Telemoney Europe
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