The future of the Insurance industry is encapsulated in a virtuous circle that re-starts from a mature and deep digitization that makes it possible for insurers to continuously optimize processes and renew the relationship with customers.
Put another way: we’re talking about moving from automation to a customer experience that is tailored to the individual.
In this sense, the pandemic emergency period that we have left behind was a real turning point. Of course, it was for all industries; but for the insurance industry, the upheavals were particularly evident and crucial: new regulations, increased claims payments, multiplication of unknowns. And at the same time, customer expectations have increased, competition has intensified, and the market has become even more fluid and competitive.
These are complicated challenges, and behind them lie enormous opportunities for industry players able to catch the wind of innovation. Such innovation translates into:
– process optimization
– cost reduction
– improved customer satisfaction and communication with policyholders
– improved retention rates
– the potential for smooth, more effective upselling and cross-selling operations
Today, all of this can become a reality by relying on tools and platforms that are able to manage the entire operational flow in an automated and integrated manner: from document digitization to CRM systems to CCM systems. This is exactly what Doxee does.
The starting point: document digitization
There is no automation without a careful and intelligent process of upstream document digitization.
The time of huge, daunting paper document archives is coming to an end; and we are all realizing the enormous benefits of this shift. The most immediate of these benefits? Savings in time and money, extreme ease of search, radical simplification in document sharing, reduction of compilation errors, risks of loss or manipulation, and increased security in archiving.
These are decisive advantages that intertwine and reinforce each other (and we will return to some of these shortly).
But the decisive point is another, even more important: a digitized archive turns into an invaluable mine of data that is related to your internal processes and – above all – to your customer base.
And it is this data that is the real fuel of the automation breakthrough.
From document digitization to automated management
The first step is from paper document to digital document; we saw that above.
But it is only the first step.
The real turning point is everything that can take place after that, starting with the data and ending with more complete automation.
But let’s proceed in order, focusing on the specifics of the insurance industry.
First, let’s ask: What types of insurance documents can be automated?
The answer is: virtually all of them.
Just to give a few examples:
– Initial customer proposal: the key point here is about integrating the physical, face-to-face side and the digital side…automated, but also personalized (and we will come back to that).
– Underwriting documentation: which can be completed with maximum speed, accuracy, and security through automation software.
All calculations are done automatically, and the documentation can be sent to the client for stipulation and signature (also digital).
– Claims processing: An often complex and cumbersome (as well as very delicate) side that can take several days. Through automation, the claim report data is captured and processed electronically, then cross-referenced with customer data, directly from their database and CRM. And everything can be quickly transmitted to the adjuster. It offers a truly significant gain in time and efficiency.
– Issuing policies: something we are already getting used to, with the ability to quickly and securely fill out forms online. The signature is immediate and digital. So is payment, through the simple integration of e-payment functions.
The main advantages and opportunities of automation in the insurance industry
From everything we have written so far, you can already imagine the large number of advantages and opportunities that result from the automation of all document processes in the insurance industry.
Now, we’re going to focus on the 5 most decisive benefits, chosen with the widest possible scope in mind.
1. Savings of time and money
First of all, let’s return to two basic aspects that we have already emphasized several times.
Automating processes means decisively cutting costs and time.
These costs and time saved have to do with compiling documents.
This by sharing them within the different departments of the company and with customers.
And then there is everything concerning their subsequent filing.
Less paper, less shipping, less space needed, less staff employed. All very intuitive. All extremely meaningful.
2. Reduced errors and increased security
Here are two more aspects that we have already touched on.
With document automation, the possibility of human error in compilation is lowered, both for policyholders and for companies.
If automated processes are well managed, the possibility of forgetfulness is reduced to zero. And automated cross-checks can be implemented.
Finally, there is the very sensitive side that has to do with security, compliance, and privacy regulations.
With digitization and automation, not only do you radically reduce the risks of loss or theft, you also have the ability to update your processes quickly in order to adapt to any changes in regulations as well as evolutions in best practices.
3. Improved Customer Experience
Where do the challenges of the Insurance Industry’s future lie?
Here: on the relationship between the company and the insured.
There is no bigger mistake than focusing just on your product or solution and forgetting to modulate it to your target audience.
And how does this (which applies to every Industry) mesh with document automation in the insurance industry?
In two ways.
The first: avoiding the time-consuming, inconvenient, and error-prone tasks that are inherent in manual document management definitely improves the customer’s experience, satisfaction, and perception of the company…and we know how important it is to turn one’s customers into testimonials.
The second: putting digital, automated document management on track also means having a “high-resolution snapshot” of your audience. A mine of readily available and interpretable data on the characteristics, behaviors, needs, and desires of the policyholder audience.
The next step?
Moving from a one-to-many relationship to a one-to-one relationship.
This is the personalization breakthrough, which we will focus on in the next section.
4. From personalization to retention
Through the digitization of all processes, the insurance company has the most valuable resource of all on its hands: in-depth knowledge of the audience.
But they need to learn how to put this resource to good use. And, as a result, completely renew their relationship with individual policyholders, starting with communication.
In concrete terms, what are we talking about?
About integrating CRM systems with CCM systems and implementing communications that adapt in an automated way to the characteristics of each individual recipient.
This is the personalization breakthrough. At the end of this post, we’ll share a very concrete example.
Beware, however, of the decisive step.
Personalization is the high road that leads to loyalty.
To understand the importance of the problem of retention in the insurance industry, you only need to consider these figures:
– The Insurance Industry is the third largest manufacturing sector with the highest “planned churn” rate: while this was 19.5% in 2018, it’s now 22.5%. (learning.callminer.com)
– In the UK alone, sudden terminations (“unplanned churn”) cost insurance companies as much as £312 million. (learning.callminer.com)
5. Not just customers…improving the Employee Experience
Automating document flow not only improves the customer experience, but also the quality of working life for a company’s employees.
And this is another decisive point, for at least two sets of reasons:
– In such an open market, the challenge for customer retention has become increasingly complex; likewise, the other major challenge concerns the ability to attract the best human resources to the company and keep them in-house with mutual satisfaction.
Optimizing the efficiency of processes and thus the quality of work life is one of the best ways to do this.
– Improving the quality of the employee experience always translates into better customer relations. And here’s where advice from Richard Branson rings true:
“If the person who works at your company is 100% proud of the job they’re doing, if you give them the tools to do a good job, they’re proud of the brand, if they were looked after, if they’re treated well, then they’re gonna be smiling, they’re gonna be happy and therefore the customer will have a nice experience. If the person who’s working for your company is not given the right tools, is not looked after, is not appreciated, they’re not gonna do things with a smile and therefore the customer will be treated in a way where often they won’t want to come back for more. So, my philosophy has always been, if you can put staff first, your customer second and shareholders third, effectively, in the end, the shareholders do well, the customers do better, and yourself are happy.” (inc.com).
A concrete example: the collaboration between AXA and Doxee
Document digitization. Automation. Personalization of communications. Now let’s see all of this together in a concrete use case, that of the collaboration between Doxee and AXA, a global giant in the insurance industry.
Let’s start with the goal: to reduce the rate of cancellation by customers at the time of policy renewal, one of the most delicate and slippery points for companies in the insurance industry.
Instead of creating a cold traditional communication, AXA chose to rely on Doxee Pvideos, personalized and interactive videos that are built based on the characteristics of the individual recipient.
Every AXA customer, 40 days before the expiration of their CAR policy, received via email a video built based on their data: from the license plate, to the color of the vehicle, to the accessory policies included. All collected in an automated manner.
In addition, special offers were included, selected from specific variables such as past claims, geographic area of residence, and purpose of vehicle use.
Policy renewal has been made extremely simple: it only takes one click.
Not surprisingly, the results of this campaign were significant; you can learn more about them by downloading the free case study, here.
All with a very fast time to market, with very low impact on IT architectures, and with maximum scalability.