Recent examples of innovation show that the industry is far from standing still.
As I said, I thought it would be good to end this blog series about the financial benefits of digital transformation and how to realize them by looking at some real-life examples of innovative digital offerings.
Some of these examples come from the recent EFMA Accenture Distribution and Marketing Innovation Awards, which this year included an increased number of insurance participants, nominees and winners! Others were uncovered in Accenture’s regular quarterly Insurance Innovations series.(Do please contact me if you’d like to receive a copy of this report.)
InShared, one of the EFMA winners, is a Dutch insurer that operates only online, has succeeded in digitalizing the classic “moment of truth” for insurers—the claims process. InShared’s technology allows customers first to input data and receive an answer as to whether the claim will be accepted and what is covered. Clients can make the claim online but more importantly the solution has intelligence built in to take them from the claim itself to the next logical steps, such as making an online appointment for the necessary repairs to made. It also allows customers to track progress of the claim and provides feedback to clients at all steps. Inshared is currently processing around half of its claims digitally with improved satisfaction.
The rationale behind this investment was the realization that customer satisfaction is enhanced if the claims process is transparent and swift—and it also reduces cost. For a full exploration of the impact of claims, please download the survey or use our online data visualization tool to customize the data for your own use.
State Farm is also using technology to make auto claims easier via a new feature for its mobile app. This neat innovation allows users to submit claims more easily by using their smartphone’s camera and optical character recognition to capture certain information that can be used to populate certain fields of the online claims form—for example, license, state ID and vehicle model and make. The app also speeds up the process by allowing users to select information from the policy, rather than having to retype it.
But, as we all know, one of the key challenges is that too few customers are using these apps—the only insurers who are seeing good take-up are those that are using social media to drive usage. I therefore looked specifically for innovations that would drive more interaction and broadly align with the Tailor-Made model, which I discussed in a previous blog. One of the most striking examples at EFMA, I thought, was mBank, which won the award for the most disruptive idea with its mDeals concept. mDeals builds on an wide eco-system of merchants and allows mBank cardholders to receive specific offers, based on transactional behavior and demographics. Customers can subscribe the service and choose offers via online and mobile banking and on Facebook. Offers are presented to customers based on previous behavior, choices and geolocation. Merchants can give discounts to a precise group of customers instead to all cardholders. Discounts are automatically redeemed when the customer uses his or her mBank card for payment, and transferred to the customer account as cash.
After just one year, MDeals has notched up some pretty impressive results. It’s mBank’s fastest-growing product with 600,000 customers having signed up by April this year, 73,000 of them via Facebook. Four hundred marketing campaigns have been launched by 120 top brands. More important, customers are receiving quite significant amounts of payback, often in excess of their annual banking fees.
The mDeal concept embodies many of the elements of the Tailor-Made model, and so shows the kind of thinking insurers need to adopt: It achieves a high level of customer engagement and satisfaction and actually to some degree enables mBank to extend its relationship with customers beyond mere banking to become (to some extent at least) a lifestyle partner as well.
Next week, I’ll conclude this series high-performance digital insurance by looking at some final examples.