How CIOs Should Adopt Digital Strategies In Insurance For Customer Acquisition
We all know that the insurance sector is a late bloomer when it comes to the adoption of cutting-edge technologies. Until the digital revolution accelerated, the Insurance sector was content with its legacy models. However, with the rapid proliferation of the new-age technologies such as Artificial Intelligence (AI) and the Internet of Things (IoT), the industry landscape is evolving and the industry incumbents are making strategies to enable the digital transformation of their firms. The adoption of any new insurance technology should be a top-down exercise and C-suite must lead the effort. From gauging penetration of the new age insurance tech solutions vis-a-vis change in consumer behavior, the CIO (Chief Information Officer) needs to run the show and usher the era of digital transformation in the organization.
Here are 5 ways through which CIOs can harness the digital ecosystem to reinvigorate their organization digital strategies while driving customer acquisition:
1. Tap the Customer Opportunity
Non-life insurance buyers are usually excluded from the customer nurturing programs. Unlike buyers of life insurance products, they are brought into the sales cycle only at the time of renewal. In this era of digitalization, insurance buyers conduct extensive research on the internet to gauge an insurer’s capability on parameters such as price and claim settlement before renewing their insurance. If there are any contradictions on the internet, they are, unlikely to renew.
Therefore, the right strategy for the non-life insurers is knowing the customer holistically and crafting the products and services to match their expectations and needs on digital platforms as well. Their marketing strategies should position their value proposition appropriately to the tech-savvy audience as well.
It is the CIOs imperative to lead the organization with technology-vision, foreseeing insurance tech trends, and encouraging adoption of new tools. CIOs must ensure that all their customer-facing processes are updated with new insurance technology to drive customer retention and attract tech-savvy prospects.
2. Make Mobile Apps Future-ready
With Mobile Apps, making it easier to access customer location and vital-data, pitching customized premiums has become easier. Simultaneously, on-the-field interactions have become more efficient with Relationship Managers (RMs) offering better clarity into the product’s features through tablets.
For a CIO, it is important to oversee the performance of the app on parameters such as user engagement, data security, cross-device compatibility, and conversion. In the future, apps will be the single point of contact with your prospects and the entire transaction from purchase to claim settlement would be done through the app itself. Hence, CIOs should lead mobile strategies with the vision of an app-exclusive future.
3. Embrace AI
The artificial intelligence era is not a far-fetched future. As per a study by McKinsey, by 2030, Artificial Intelligence will overhaul all aspects of the insurance industry. With the advent of intelligent machines, bio-sensors, and deep-learning algorithms in ordinary objects; the Insurance sector is bound for a major shift from ‘pay for damage’ to ‘prevent damage’. While this shift in the landscape might seem slow and happen in the background, the simultaneous emergence of IoT and AI in public space will make the contemporary way of claim processing obsolete. As a result, CIOs must make strategies and adopt insurance technology trends to prepare the organization for the proliferation of data from connected devices.
4. Keep the Data Secure
Insurance Carriers have access to highly-sensitive customer information, making them prone to cyber-attacks. The stakes are even higher because the industry traditionally runs on trust. Each technology update involves migration to a newer platform and business-unit wide learning, exposing information to potential threats. Even a short-term attack, where attackers compromise a single system can detrimentally impact the brand reputation and increase customer attrition. While data-security measures such as Intrusion Detection Systems and Intrusion Prevention Systems are evolving, attackers are also honing their skills. To keep a step-ahead, pre-emptive measures such as periodic security audits, contingency plans to mitigate risk, and security upskilling are required.
5. Brace for Blockchain Disruption
The Insurance Sector is an easy target for tech-savvy fraudsters. With the main premise of fraud detection and risk prevention, Blockchain technology is the natural candidate for deployment in the Insurance industry. Issuance of Insurance policies through smart contracts and encryption of medical records will make the operations secure and efficient, apart from bringing transparency between insurers and reinsurers.
Insurance tech trends are being constantly adopted across the globe to improve services and streamline businesses. By partnering with the insurtech companies insurers stay updated with the latest trends. These advanced insurance tech solutions are beneficial for both the insurer and their customers. And more importantly, can reduce operational costs by preventing fraud and automating servicing, thereby giving more time to insurance agents to acquire and maintain business.
Inmediate is an insurtech startup from Singapore that is using the latest technology such as Artificial intelligence, Distributed Ledger, and NLP, making insurance processing and underwriting fast, cheap, and flexible. That gives for better processes, lower costs, improved time to market, and new revenue opportunities.