保险:数字化转型,徳赢真人娱乐digitization and optimization in a disrupted landscape

保险业:超连接时代的关键挑战和演变

保险业是最具竞争力的行业之一,面临着多种挑战。这些挑战不仅仅是由于客户期望和行为的变化,或是来自行业外的“颠覆性”组织的出现,although that is a growing concern for quite some time now as well.

这种“破坏性”公司的例子包括InsurTech球员(InsureTech是金融科技of the insurance industry)and,多年来,the initiatives taken by some of those technology giants which we tend to refer to as GAFAA (Google,苹果Facebook,Amazon and Alibaba).

当我们看到风景因among others,这些力量还有更多,更多。An overview of thevwin中国 保险业的挑战和整体发展。

转型中的保险

保险公司面临的诸多挑战

在不断变化和日益数字化的基础上,mobile,channel-agnostic and demanding customer,保险技术,当然还有那些gafaa巨人的行动,保险业面临的其他挑战包括:

  • Ongoing commoditization.
  • 易于复制的创新。
  • 监管变化。
  • 宏观经济不确定性。
  • Decreasing loyalty.
  • The need to find a different narrative in approaching today's customer.
  • 业务流程数字化方面的挑战(例如保险索赔处理)。
  • 新模式领域的创新,即政策条款与新兴技术(如物联网.

Insurance firms are disrupted,干扰和经历重要的数字转型项目,徳赢真人娱乐which de factor often revolve around the need to optimize the徳赢真人娱乐 .

The vwin免佣百家乐customer experience challenge in the insurance industry

在其2016年全球保险调查中,与EFMA合作,Capgemini uncovered所有保险客户中有47%的人都报告了积极的客户体验。vwin免佣百家乐However,根据2016年的报告,只有34%的Y一代客户表示与我们将在下面讨论的相同。

Capgemini一直强调保险公司很难以任何持续的方式区分其产品。(competitive pricing,上述产品的商品化和创新的简单复制,etc.).

47%的保险客户报告了积极的客户体验vwin免佣百家乐

Striving for superior vwin免佣百家乐customer experience is a must but alone it is not enough anymore.However,there is a significant gap and while policy holders expect quick and comprehensive service,许多保险公司未能达到他们的期望。除了一些国家,报告积极经验的客户百分比,is also less in insurance than in banking,报告找到了。

vwin免佣百家乐客户体验与保险:消费者参与的方式

客户体验vwin免佣百家乐挑战始于政策制定者的沟通方式。它们用于通过电子邮件进行通信,text and a whole range of new channels and formats.

Furthermore,如果他们不满意,就用社交媒体来告诉世界。这一挑战影响到许多行业,也在其他金融服务业领域。However,in the insurance industry,不满很容易表达出来,as customers expect almost immediate accuracy and responsiveness.这是一个巨大的挑战,especially as 84% of customers trust other consumer's experiences.

影响选择和离开保险公司的因素——来源和完整图像——Capgemini——点击查看pdf
Factors influencing choosing and leaving an insurer – source and full image Capgeminiclick for PDF

最重要的是,保险业务的本质是,事故会导致索赔突然上升,客户期望值甚至更高。当此类事件发生的规模更大时,媒体和监管机构也可以密切监控这些信息,给方程增加更多的压力。

在全渠道中改变客户行为,数字时代

vwin免佣百家乐Customer experience expectations,客户服务需求和客户行为在几乎所有的行业中都发生了变化,因为消费者对质量和速度的期望与在不同的市场中所用的相同。

Y一代保险客户与保险公司的互动是其他年龄组的两倍

研究,however,表明在年轻的保险消费者中,相互作用的频率更高,去非保险公司投保的可能性和信息需求是不同的。

这种行为传统上是由Y一代造成的,但在更精通数字技术的消费者群体中表现出来。

Still,并非所有事情都像我们所期望的那样“数字化”。这一切都取决于各种背景因素,这也适用于Y一代。在这些背景因素中,保险单需要保护的内容的性质,家庭背景,地区差异,specific attitudes regarding risk,信托和保险,the employment status,the local digital ecosystem and much more.

Changing customer expectations regarding insurance: the Gen Y effect

信息管理,工作流程和员工挑战

Many insurance carriers struggle to efficiently handle a request that includes inputs from different communication channels and provide this instant response their customers expect.

Instead,他们对一些通信渠道,如纸质文档和电子邮件,都有自动化的处理过程,但是,像文本,特别是社交媒体这样的交流大多是手工的,或者仍然是孤立的。

日益增长的期望也给保险业员工带来了挑战。老龄化专家和巨大的培训要求——索赔专家需要15年的时间才能达到高级专家的水平——这使得很难满足保单持有人的期望。It is therefore not a viable strategy to hire claims agents in volume,训练他们,然后只保留表现最好的人。A more graceful way of transitioning employee knowledge,streamlining workflow,and retaining and growing knowledge bases is needed.

In the highly competitive insurance environment there is an enormous pressure to increase efficiency and streamline operations.大多数运营商都在努力进行人工流程步骤,包括许多重复的任务,such as checking a claim input for completeness and requesting missing information like an auto accident police report.

The handling of an underwriting request or claim requires matching the request with customer information that in most cases resides in legacy systems.Finding this data,例如客户状态和相关的报销权利,is often a bottle neck for the end-to-end automation of the claims process.

欺诈性索赔的成本

欺诈是保险公司面临的另一个巨大挑战。2012,欺诈性索赔每年使保险业损失300亿美元。.

With a 10% overall increase in fraudulent claims since 2010,保险公司正在寻求更明智的做法,更有效的安全和欺诈预防技术。But in most cases today,事后正在进行欺诈分析,as opposed to while fraud is occurring and thus is easier to stop or prevent.一些保险公司雇佣了数百名专家,使用创新技术和网络分析工具来帮助防止欺诈。

可以利用多种技术改进保险索赔欺诈检测。其中包括更传统的信息管理方法,也包括更先进的索赔欺诈检测系统,如Celent 2013年的图表所示,宣布报告论索赔欺诈检测的市场动态。

保险公司对数据相关技术的投资——CELEM关于索赔欺诈检测市场动态的新闻稿
保险公司对数据相关技术的投资- CELEM关于索赔欺诈检测市场动态的新闻稿

实现这些目标说起来容易做起来难。但这是可以做到的,用正确的聪明策略。事实上,保单持有人的交叉点,insurance staff and technology offers significant opportunities in the challenging claims processing business.

  • Engaging and effectively communicating with policy holders in the communication channel they chose is imperative.
  • 平衡劳动力专业水平,保持专家和经验不足的员工的积极性。
  • 提高流程的效率,确保所有连接邮件收发室的通信流紧密集成,后台操作,还有你的服务中心
  • Invest in fraud prevention through focused data mining to detect and prevent fraud.

结果是优化了成本结构,higher customer satisfaction and loyalty and a motivated employee base who have more time to focus on upselling,thus creating addition revenue.

保险业商品化

消费者通常不希望与他们的保险公司建立关系。在P&C(财产和伤亡)领域,许多保险产品被视为商品,something consumers need to pay for – and would even prefer to avoid.Cost is the differentiating factor in this regard for many consumers but it's also a dangerous one for insurance companies.

The narrative and messaging regarding such insurance products regularly revolves around the pricing aspect.写这篇文章的时候在谷歌里输入“汽车保险”这个词,我得到的第一个有机(非付费)结果是一个网页,它允许我比较便宜的汽车保险报价。

The paid results (the ads by insurance providers whereby those that pay most for the search term appear first) use terms such as "cheap",“少付”,“最便宜的价格”和“减少40%”。Imagine what happens when I look for "cheap car insurances" instead of just "car insurance".了解到此类保险产品越来越多地在网上购买,而那些“离线”购买它们的人,在进行此操作之前,请在线比较费率,the impact is clear.The cost aspect is not just key in the messaging of usual suspects such as insurance comparison websites,of which many effectively allow to also "buy" the insurance as they team up with various insurance providers.

1996年的汽车保险和网络
1996年的汽车保险和网络

一些保险公司通过推出在线平台(通常是单独的品牌)来做出回应。Others have taken over the same narrative of price.在我的搜索中,for instance,一家领先的保险公司和金融服务公司在第一次搜索结果中出现了一个名为“汽车保险的真正难以置信的价格”的网页。值得注意的是,这种情况自20年来没有改变,自从我们出于商业原因开始使用互联网以来。Just look at the screenshot from MSN from…1996.The image saying "Overpaying for Auto Insurance?" is very prominent.

Depending on which version of Google or any other search engine you use and where you live,the results will differ but almost everywhere across the globe we see the same phenomenon happen.

网络世界巨兽的到来

更糟的是,先前提到的科技巨头和其他公司也越来越多地进入太空。几年前,for instance,拥有保险销售许可证的在线比较网站通过推出网络第一平台和品牌开始与保险公司合作,网络巨头们也加入了这个游戏。

As said,这种现象并不新鲜(想想GEICO,for instance,在美国)nor is the use of the Internet to get quotes.As early as 2005,《华尔街日报》报道68%的消费者在线获得汽车保险报价,只有55%的消费者使用过这部手机。

What is relatively new though,这是越来越多的“强大”玩家的到来,他们拥有巨大的在线业务和立足点,比如,的确,谷歌。为了让事情更具挑战性,有一些非传统的参与者,他们没有金融服务的背景,但他们是“廉价”的拥护者。在荷兰,for instance,希马,a retail brand known for cheap products in many categories,还提供大多数P&C类别的保险,并提供专门的网站。在公司的网站上,保险只是另一种服务,出现在食品等其他产品中,drinks,婴儿服装和手机。

20年的商品化挑战:未来之路

The price erosion and commoditization in established and crowded markets isn't new either.Since the advent of e-commerce at the end of the nineties,组织已经开始感受到网络的影响,而MSN屏幕截图只是众多例子之一。

2000,华尔街科技公司发表了一篇文章on the need for financial services institutions to look for new operating models and digital technologies and IT projects,back then in e-commerce and CRM,被提到作为寻找应对商品化挑战的方法。在接下来的15年里,几乎所有关于金融服务提供商和保险公司面临的风险和挑战的研究都提到商品化是一个关键问题。And it is still the case today.Since then,insurance companies adapted to numerous regulatory changes,更复杂的分配方式,financial crises and much more.Yet,这样做时,新技术带来的挑战,social media,一个要求越来越高、权力越来越大的消费者,正在进行的数字化,越来越多的竞争、越来越多的监管变化和危机,保持增长。同时,大量消费者涌向移动设备,混合甚至同时使用渠道和设备,一个正在进行的演变,以及相当多的影响,将继续挑战未来几年的实际情况。

A.Kearney advises to move beyond the first three actions in commoditized and saturated markets including insurance
A.Kearney advises to move beyond the first three actions in commoditized and saturated markets including insurance

On top of the commoditization challenge in many P&C insurance areas,此外,还可以轻松复制产品甚至创新。

While the advent of online players certainly has been a challenge it also has proven to be a benefit for insurance companies as they seized the opportunity to use more direct and digital channels,both for marketing and actual underwriting purposes.在这方面,消费者越来越多地使用数字和移动技术,这在一定程度上帮助降低了某些地区的收购成本。In countries and regions with high competition and a high maturity level regarding such digital offerings and services,the impact of on the acquisition costs has been less significant and,一般来说,收购成本仍然是一个关键挑战。

应对挑战:关注端到端客户体验vwin免佣百家乐

Gradually,there has been a shift to look at the overall customer life cycle and be more customer-centric in order to reduce costs and increase revenue.

Customer retention and satisfaction became more important,尤其是保险供应商的选择不仅取决于定价,还取决于“传统”(选择与家庭成员相同的供应商,例如)通过同行推荐和口碑,离线和在线(通过评论网站和其他平台,以及个人互动)。减少客户流失已成为当务之急,使保险公司将客户体验尤其是客户满意度作为提高客户获得率的有效途径。vwin免佣百家乐

消费者不希望与保险公司建立商品化的关系,但他们确实希望保护他们所珍视的东西,当有人提出要铲除索赔时,万一发生事故是一个重要的事实时刻。这时,消费者就会想到他们的保险供应商:当不可预见的事情发生时。

不幸的是,customer satisfaction,service,单靠援助和顺利的索赔程序并不能减少,即使明智的索赔策略对实现差异至关重要。通过其他渠道进行收购同样重要,因为每个人都在使用直接和数字频道,这方面的竞争优势不容易实现,对成本和定价保持压力。

This has led many insurance companies to optimize their processes and costs structures through automation and digitization,持续的挑战。但这也让他们更关注核心价值主张。And that value proposition becomes visible in the intersection of the underwriter's priorities and goals on one hand and the brand on the other.It's one of the reasons brand management has become more important again in many industries and content has become crucial in a marketing context.

Content,in the sense of information,也成为了实际过程中的关键,cost reductions and efficiencies insurance companies look for.在这方面,数字技术和许多最新的发展都受到保险公司的密切关注。

尽管价格仍然是许多保险公司信息传递的核心,there is also an evolution in the narrative whereby some providers try to focus on their role as advisors and partners across the customer life cycle (in this case also literally the customer's life as such).在某些情况下,这可以很好地工作,当然,当这种方法不仅仅是一个消息传递的问题,而且在这些关键时刻的行为中也会显示出来。

In other cases,尤其是对于消费者认为不那么重要的产品,这种方法似乎不太有效。这在公司保险中可能更有意义,当保险商提供的保险超过,对于与当地消费者关系密切的代理商,他们寻求更为个性化的方法,并针对特定类型的客户。

声称,情感和真相时刻

However,as mentioned earlier,消费者并不真正想要与他们的保险供应商建立关系。Once an insurance is underwritten,提供者和消费者之间的交互很少。

在发生事件和随后的索赔时,关系维度常常变得清晰起来。从关系的角度来看,这一时刻可能比承销更重要,even if the latter happens in a personal way instead of via direct and digital interactions and distribution channels.This is not just in insurance,顺便说一句。消费者一般不希望与品牌建立关系。What they do want is getting…what they want so it becomes increasingly important to really know and validate what that is.Again that focus on the customer and vwin免佣百家乐customer experience optimization.

People don't look for insurances.当然,他们在网上或通过其他方式寻找他们,但这不是他们的最终目标,这不是他们真正想要的。如上所述,他们想做的是保护他们珍视的东西。他们买了一份担保书,a sense of security and comfort,a promise.从这个意义上说,保险几乎是他们想要保护的一部分。That's one of the reasons people buy insurances when they book a travel or when they buy a new car.这就是为什么他们想要那台新电脑的保修单。他们也为他们所关心的不那么有形的东西购买保护:他们的生活,他们的收入,their family members,等。他们买了一份保证书以防不可预见的事情发生。We can even take this a step further: when people buy a house,他们不买砖和灰泥,they buy something they can call "home" and so much more.了解这些情感和实际方面,是保险供应商超越保险产品(以及保险产品的属性,如价格)并调整其品牌的机会,service,content etc.保险公司的最终目标。

这些个人目标,消费者的情感和价值观既不能商品化,也不能像保险公司在实践中提供的那样商品化。以客户为中心,在优化流程、管理风险和成本结构的同时,是降低商品化影响的一种方法。它需要集中注意力,无可否认,acknowledging that the perception of commoditization won't go away as more players,包括这个世界的谷歌,关注价格。

The rise of InsurTech

FinTech已经在零售银行的各个领域出现,付款,(点对点)借贷和财富管理FinTech overview page.

One area of the financial industry where FinTech has been lagging behind is insurance.根据埃森哲2016年的研究,however,InsurTech is clearly on the rise.

InsurTech companies have been attracting far more funding in 2015 than in 2014,埃森哲州(一年内超过三倍).虽然保险公司面临着一些挑战,但他们自己也在尝试新的模式,based upon third platform technologies.

大数据,分析学(in a context of insurance where risk is key,主要是预测分析),远程信息技术在定价模型中的应用,mobile,cloud: they all have been high on the list of insurance companies in recent years.

保险技术提供商在其中一些领域工作,there seems to be a more collaborative approach between InsurTech firms and insurance companies,某物我们也看到了金融科技的发展。或许保险公司的举措也增加了这一点,保险技术公司更多的是从合作的角度而不是从竞争的角度来工作。

In an infographic,在报告发布之际,我们看到,保险技术投资的80%用于非寿险创新,67%的保险技术交易用于保险自动化。

根据埃森哲2016年的保险技术投资趋势-2015年大幅增长-点击查看PDF格式的完整信息图
InsurTech investment trends according to Accenture 2016 – a sharp increase in 2015 – 单击以获取PDF格式的完整信息图

退房这里是完整的信息图读埃森哲的分析(涵盖金融科技投资状况,特别关注保险科技) 在这里.

上图:Shutterstock–Copyright: Jirsak– All other images are the property of their respective mentioned owners.