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Submitted URL: https://pages.onespan.com/MzA4LVpNVC03NDIAAAGJc8cFFSYQYpNCRNu5Ti848S35O2xSAbg3up4jiRUiswL8DlDj7gVukB2NhVI7KzzXfP43BU0=
Effective URL: https://www.onespan.com/blog/how-achieve-your-digital-insurance-vision-transformative-technology?utm_campaign=digital-in...
Submission: On January 21 via api from US — Scanned from DE
Effective URL: https://www.onespan.com/blog/how-achieve-your-digital-insurance-vision-transformative-technology?utm_campaign=digital-in...
Submission: On January 21 via api from US — Scanned from DE
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<svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 57 56" width="16" height="16">
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</form>POST /blog/how-achieve-your-digital-insurance-vision-transformative-technology
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HOW TO ACHIEVE YOUR DIGITAL INSURANCE VISION WITH TRANSFORMATIVE TECHNOLOGY
Customer Stories - Use Cases
Mary Ellen Power, October 13, 2022
We regularly host webcasts on topics such as digital transformation, electronic
signature, and digital identity verification. If you missed our recent webcast,
How to Achieve your Digital Insurance Vision with Transformative Technology,
here is the 5-minute summary. The full presentation is available on-demand.
Insurance customers are embracing digital interactions more than ever before.
Like many other industries, the pandemic has changed the priorities in insurance
– both for business drivers and technology investment decisions. The pandemic is
having a profound impact on what business will look like in the coming years.
Consumers of the “anywhere economy” want and expect remote, digital interactions
and that includes purchasing a new insurance policy or submitting a claim.
Insurance customers have been looking for this convenience for a long time and
they are finally starting to get it.
Many insurance customers are engaging with the online channels for the first
time. And this shift isn’t exclusive to new business applications. It also
includes ongoing account interactions, such as filing claims online, updating
beneficiary information, and other account maintenance actions. Insurance
carriers and agencies are businesses which also have other priorities like
onboarding new agents, procuring services and supplies for their business, or
ensuring employees are able to complete their annual privacy and security
agreements.
In order to adapt to changing consumer needs, innovation and data insights have
become top priorities for carriers. In this webinar, Oliwia Berdak, VP and
Research Director at Forrester joined us as a guest speaker for a discussion on
how insurance companies can evaluate and adapt their digital insurance
transformation to meet immediate and long-term needs. Her presentation was
informed by a new report she recently co-authored, The State of Digital
Insurance, 2021. Here are the highlights.
WHERE DO DIGITAL INTERACTIONS FIT INTO THE LIFE INSURANCE CUSTOMER JOURNEY?
It is worth understanding that currently, user behavior indicates people are
more comfortable with using digital channels for ongoing engagements with life
insurers, rather than onboarding. To help increase digital adoption, the
onboarding stage of the customer lifecycle, in particular, represents an
opportunity for innovation and improvements to increase ease of use, clarity and
confidence. Insurance providers should explore new avenues to provide more value
through their digital channels.
To this point, Oliwia cited Guardian Life, which nearly doubled its video and
digital chat sessions with customers in 2020. As they move into the digital
channels, many consumers are looking increasingly for hybrid journeys. They
still want to talk to someone to ask questions, to understand which products are
right for them. Technologies such as video conferencing that enable consumers to
communicate with a human being, even if it is not in-person, can make the
difference.
This is underpinned by a renewed sense of urgency to innovate in the industry.
In a Forrester survey, cloud, security, data, and digital experience
technologies have been elevated as top investment priorities among insurers.
EBOOK
BRING A HUMAN CONNECTION TO REMOTE BANKING, INSURANCE, & FINANCIAL SERVICES
Download this ebook to learn how the OneSpan Virtual Room solution can recreate
the power of the face-to-face meeting in your to end-to-end digital processes.
Download Now
HOW SHOULD INSURERS APPROACH DIGITAL TRANSFORMATION?
Insurance companies are taking this opportunity to digitize their workflows to
meet customers’ needs. There are four typical approaches to digitization for
insurance businesses:
* Digitizing Pockets: Through this approach, companies often adopt a limited
number of digital tools or digital service offerings. However, these projects
are often one-offs that may not provide the necessary foundations for
effective digital transformation.
* A New Digital-only Brand: Companies take digitization opportunities to launch
a new digital brand that appeals to millennials and other digital users. This
helps attract a new demographic without affecting the customers of the legacy
brand. But it’s important to mention that launching a new brand requires
significant resources.
* End-to-end Digital Customer Lifecycle: This is the most common approach for
insurance companies. It enables customers to conduct digital interactions
across the entire customer journey. The focus is on creating digital
touchpoints and fostering an environment where customers can discover,
research, and engage with insurers through digital channels.
* Digital Transformation: Digital transformation should be the ultimate goal
for companies. This approach goes beyond just creating a digital experience
for customers. Impactful digital transformation not only requires changing
how you interact with and offer services to customers, but also adopting a
new operating model.
GENERALI: DIGITAL PROCESSES IN THE REAL WORLD
During Oliwia’s presentation, she presented the digital transformation use cases
of two well-known insurance brands, Mapfre and Generali. Generali is an example
of an insurance provider that has made great use of electronic signatures. They
saw digital signatures increase 4.5 times, which amounted to up to 76% of
signatures. They expanded self-serve web functionality and provided additional
service channels to users, including Whatsapp and chatbots. In some regions,
Generali even enabled the remote purchase of life insurance, as well as
video-inspections for vehicle and property claims.
TOP DIGITAL TECHNOLOGIES FOR INSURANCE AGENTS & CARRIERS
The use of the cloud is accelerating in the insurance industry and shifted the
focus to digital experience tech, Oliwia explained. From customer portals to
electronic signature, there are a lot of different technologies that businesses
can adopt to enable a digital business model. The pandemic has forced insurance
companies to assess priorities related to digitalization strategies.
Particularly in a hybrid model, it’s important to create remote interactions
with customers that are as empathetic as possible.
During the OneSpan portion of the presentation, Mary Ellen Power, VP Marketing
at OneSpan, introduced technologies that enable a virtual sales environment.
According to Mary Ellen, insurance companies can adopt key technologies, such as
One Span Virtual Room so that human-assisted agreements can be carried out
virtually. In doing so, providers need the ability to create secure access
through digital identity verification. They also need to be able to conduct
communications and review in real-time. Finally, it’s important to be able to
capture an electronic audit trail to create a legally enforceable transaction.
The pandemic has accelerated the shift towards digital transformation in the
insurance industry like at no other point in time. Providers need to embrace
digital transformation strategies beyond low-impact, one-off projects. Assessing
digital maturity and adapting digital transformation strategies to meet the
needs of consumers is how providers can set themselves apart from their
insurance peers. Investing in robust digital technologies, such as e-signatures
and digital identity verification, will help insurance companies foster
innovation and improve the customer experiences.
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Insurance customer experience digital transformation
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Mary Ellen Power
Mary Ellen has over 30 years of experience leading marketing teams and strategy
for technology companies. In her role as VP of Marketing at OneSpan, her team is
charged with content development, marketing technology operations and lead
generation through to the business development of early-stage opportunities. She
has co-presented on 200+ webinars and speaking engagements with banking,
insurance, and government organizations, and co-led the successful rebranding of
the company.
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