Five top tips for service transformation
Sometimes a trend is more than a trend; it’s an entire reinvention of the status quo. We’ve seen it happen in banking, where FinTechs have redefined customer service, customer experience, and innovation, with considerable agility. They’re bringing fresh ideas, relevance, and personalisation to customer service. For a close look at how banks and building societies are making sense of the wide array of new technologies to drive innovative new business models check out www.innovation-model.com. This is a comprehensive dive into future technologies from myself and my DXC colleague David Rimmer.
Once shunned by traditionalists, these organisations are now stimulating those same doubters into reassessing the way they do business. If they don’t reassess, the new stark reality in a fast-paced market sector is that they will lose customers and they will lose them fast. The lessons learned through this shake-up period in banking should now be well heeded by insurance companies, because the disruptors are now already here in insurance. It’s time for insurers to evaluate where their efforts should be channelled to retain customers, and to set about attracting new ones in new and highly relevant ways.
In this blog I’m taking a look at what’s happening in InsurTech and exploring five initial strategic areas that established insurers might do well to consider taking to capture the InsurTech benefits and protect their business base at the same time. As far as reinvention goes, it is currently estimated that investment in InsurTech in the UK has grown to three times the 2015 investment level to stand at around £16.5 million for 2016 so far.
What is InsurTech?
InsurTech is history repeating itself. By that I mean that the name is just a handy way of referring to the banking FinTech phenomenon in its insurance industry guise.
Like banking, insurance has done very nicely over the last century. It was doing so nicely in fact, and so low were customer expectations, that there was no need for fundamental change right up until the age of digitisation came along and drove automation, opened up new channels, and made customer self-service possible.
Now, with InsurTech, comes the real opportunity but also an underlying threat. Customer expectations are for more interaction, faster response and personalisation. As an example of how quickly the sector is shaping up the Insurance magazine, Insurance Business, reports that the start-up Buzzmove has attracted £6 million in funding led by White Mountains Insurance Group.
We are seeing other examples too: hourly car insurance by Cuuva and the peer to peer insurance collective from Guevara. About 16% of auto insurance contracts sold and renewed in Italy by the fourth quarter of 2015 featured in-vehicle telematics, with growth outpacing even online insurance sales. Italy may seem a strange place to be leading the innovation race but leading it is: the insurance group, UnipolSai now has a third of its car insurance customers connected to telematics.
As far as the underlying threat is concerned, insurers can turn to history to understand what traps not to fall into. With the inception of FinTech many traditional financial services organisations viewed the new ideas and challenges initially as an inconvenience. They then perceived them as a threat. Only very slowly did they start to grasp the mutual benefit that could come from collaboration with these new companies and their seemingly revolutionary ideas about products and customer service.
Some insurers might feel that exploring innovation could prove a costly diversion of investment budgets and management attention. Whilst many watch with admiration at the set-up of incubator funds and digital garages, other insurers have questioned the pace and direction of such moves. Common questions are:
Will my customer base really shift that strongly to digital channels?
And…
doesn’t this create a two-track culture and organisation that will ultimately fail?
InsurTech is the future in terms of customer experience and engagement through digital channels. Here are five preparatory areas to consider…
1. Determine what innovations are right for your business
From the example of the FinTech revolution we know that doing nothing is not an option; business does not function as usual when everything about the environment it operates in is unusual. But whilst innovation is about change it also needs to recognise where each organisation is starting from: its culture, assets and focus. Not every company wants to be the Facebook of its sector; there is a lot of opportunity between here and there. It’s worth pointing out that – after what may have seemed to many to be a long time with nothing notable happening – there has been an explosion of innovation in Insurance from new business models (and entrants such as Lemonade) which really puts Insurance at the nexus of innovation in Financial Services. Blockchain, digital applications, API development, mobile technologies, telematics, real time analytics, digital garages, and partnerships with new start-ups, not to mention a host of others all offer potential. Decisions need to be taken about where most impact needs to be and can be made, as Insurance truly is a hotspot for innovation at the moment.
2. Build the team and ecosystem to drive momentum
Some insurers have started to bring in lateral thinking talent from outside the industry, from areas such as gaming. Spread your net wide. With technology and the internet making its imprint across all industry sectors there is no one sector that cannot impart enormous lessons to others. It’s not just old business models that may need reassessment, but old recruitment models too:
- Build a core team with sponsorship and funding to ‘think the unthinkable’
- Engage with partners to add new thinking
- Create review panels to test ideas, challenge the status quo, accelerate the great ideas, and “fail fast then move on” where needed
- Use the excitement to drive positive cultural change throughout the organisation.
3. Security concerns
Nobody needs to be advised to keep security at the top of the agenda but, just to be safe, keep security at the top of the agenda. Assess all new developments, apps, and systems for security vulnerabilities now, and then build into future design.
The hacker world is evolving and getting more organised. State sponsored hacking groups are in operation in countries such as China and Russia, in attempts to exploit weaknesses in UK company systems. Yahoo has recently stated that data on around 500 million users was stolen by state-sponsored hackers in ‘what could be the largest publicly disclosed cyber-breach in history’. Private groups also hold companies to ransom with DDoS threats.
Organisations involved in any way with regular and widespread financial transactions, such as the receipt of monthly premiums for example, are on the radar of the bad guys. So too are companies with mountains of personal customer data. These are not the only threat, however. For insurers it’s not just a financial issue. The effect on brand perceptions among customers can be severely damaging if they feel your systems are ‘weak’ enough to leave their own information exposed. All insurers would be well advised to conduct a threat and vulnerability assessment at the earliest opportunity and then make it a regular priority task.
4. Create the infrastructure to support the new world
With any big shift of the nature of InsurTech there will be companies that are hampered by existing legacy technology not capable of supporting or integrating with new digital apps.
Few companies though have the luxury of starting afresh. The optimum strategy revolves around the creation of a hybrid infrastructure that spans public cloud such as AWS or Azure, as well as a secure, regulator-approved Private Cloud and then an optimised legacy environment, all under a single broker and management layer with flexible consumption based pricing.
5. Create investment headroom
The pace is set. It will be fast. To many it will have come about unanticipated, which is why it is so important to think about shaping up for the InsurTech opportunity now. Few companies will have free funds that were idly tucked away waiting for a reason to be.
Create headroom via cost reduction in the existing set-up and creative refinancing of existing assets. In parallel with capitalising on InsurTech, organisations need to instigate programmes to take cost out of traditional operations and drive the shift to lower cost digital channels. Such a move would also serve to refinance existing IT investments to create funds for InsurTech investments.
Strange days
Much has been said about wearables and compute technology for people the ‘Internet of Humans’. People are activley discussing the eventual possibility of indigestible sensors for monitoring the health of individuals in a fashion not dissimilar to how telematics-based technologies monitor car health and impact car insurance policies. Stranger things have happened and are set to happen. It’s going to be a great journey; see you there.
Abridged from a post first published on LinkedIn February 2017