6 min readDigitising Data in Insurance

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In today’s digital-first world, our way of life is constantly evolving. How each of us is connected to each other, the companies we use, the goods and services we procure and how they’re delivered to us today looks very different to the digital landscape of just a year or two ago.

Despite a cautious approach in the early days of digital transformation, digitising data in insurance is well underway. As with the wider Financial Services sector, insurance is in a process of on-going, accelerated change, and it’s steering how the c-suite approach operations and policyholder service delivery. As insurance goes digital, competition for customer spend and attention is fierce, bringing opportunity to differentiate on brand proposition, service and experience. The onus isn’t just on attracting and retaining customers, it’s on ensuring a unified experiences across the entire portfolio.

Recent research by Microsoft has shows that 76 per cent of customers and prospects have researched your website or done a web search on their query, before they make contact with an insurer. Bruce McKee, financial services industry manager at Microsoft UK says: “By the time they’re on the phone, they already know a lot about the products they want so they’re likely to ask more difficult questions and expect increasing levels of expertise from staff.”

For your insurance business to not just survive but truly thrive, the c-suite are encouraged to focus energies and investment on building CRM driven service and operations. Create a digital-first culture, implement new technologies that drive meaningful interaction to truly transform the systems and processes that drive employee, intermediary and customer engagement. To find out more, read our Digital Insurer white paper today, watch our Digital Transformation in Insurance video series, or sign up for our Digitising Data in Insurance blog series, direct to your inbox.

  1. Deliver omni -channel user experiences via a customer centric CRM to gain competitive advantage and drive long-term customer and agent loyalty

When you place your insurance customers at the heart of an interactive business ecosystem, where they can contact you on their channel of choice, as and when they choose, with a unified cross-channel response and real time knowledge and understanding of their needs and issues; you create an immersive sales and service environment that engages. Customer experiences that can’t fail to stick.

Microsoft’s suite of business application tools are delivering these experiences in the insurance sector. Microsoft Dynamics 365 unifies insurance customer data in real time and integrates with tools like Unified Service Desk, Power BI and PowerApps to help build communication networks that drive sales, inspire loyalty, encourage satisfaction and increase customer lifetime value. Digital self-service via low and no code apps, developed rapidly in-house increases team productivity whilst empowering the customer to transact on their own terms, often without ever needing to engage with an agent.

Additionally, the data insights leveraged across these communication tools, from agent channels and customer portals, to mobile, social and web interactions build an invaluable 360-degree view of your customer and their needs. Predicative AI and relationship insights tools support by taking the guesswork out what of your customer needs and next step actions are. When those insights are available to your people, customers are provided with pro-active consultative support and sales conversations land with razor sharp precision.

Looking at the claims process, that single version of the truth and the productivity tools of Dynamics 365, Unified Service Desk and O365 can speed up the claims process, allowing remote assessment, works management and completion, often without the need for loss adjuster visits.

  1. Creating digital workplaces that empower relationships and service excellence

End user customers aren’t the only winners of a unified data system. Unlike other financial networks, in insurance the eco-system contains third party agents and intermediaries that often aren’t directly employed by the firm. Building loyalty and delivering smooth operations to these stakeholders and third parties is imperative to the bottom line.

That interconnectivity of the business, agents and policyholders can be achieved with bespoke portals that feed in directly to the Microsoft Dynamics 365 CRM, connecting household data and documents with the correct product and service at the right price point.

It goes without saying that ease of service is under serious scrutiny at this point in the sale. With customers often talking to a number of insurers, both price and experience are key differentiators. Additionally, intermediaries will naturally steer towards the platforms that provide them with great accessibility and experience and the ability to sell, connect and close quicker.

Unified communication via handheld devices, easy access to product and service information, forms and eSign capabilities that connect product, agent, system and customer can replace a laptop or desktop without compromising on service levels. On an access as required status that secures sensitive customer data.

  1. Providing accurate real-time insights

Real time insights provided by Dynamics 365 allows you to unify all of your customer data, applications, claims and complaints into one easily accessible system. With Dynamics data insights you can better understand customers, accelerate applications and decisions; create personalised insurance offers; gain a 360-degree view of internal and external data, predict customer needs and provide custom solutions.

With constant advances in the tech and new bi-annual releases, teams can progress action and help when there is trouble, automate processes and augment human ingenuity with AI and cognitive capabilities to meet customers where they are.

For call centre staff, access to these insights and unified service data help provide a pro-active service to consumers who are informed and often quite far down a sales pipeline via their own personal research. Microsoft Unified Service Desk collates data from the legacy sources and knowledge materials that help agents answer tricky questions and fulfil customer needs. Data insights impact all areas of customer delivery and improve profitability. Eradicating ageing systems and disparate silos also helps reduce over and under pricing and monitor fraud, depreciating trends and unnecessary claims payouts that are impacting your bottom line.

Digital disruption and transformation is in motion from the top down, and across the financial services and insurance sector, everything is to play for. From new market entrants to established High Street names, insurance firms globally are rapidly accelerating and shape shifting into highly focused, strategically planned, modern and agile institutions.

Microsoft Dynamics 365 and the wider Microsoft ecosystem is steering differentiated customer journeys and operational success. In a rapidly evolving business environment where the strongest and most innovation hungry institutions will thrive and survive, the question is: ‘How does your organisation’s digital strategy stack up?’

At Redspire, when we partner with you, we become your dedicated Dynamics partner throughout your whole improvement journey. We have particularly strong capabilities in Financial Services, FMCG, Government, and Third Sector and we have worked on the biggest operational challenges facing these industries today. From Small Business Banking improvements at CYBG, client and stakeholder engagement at Money and Pensions Service and our expertise in Dynamics 365 and the wider Microsoft ecosystem within insurance firms like Ellipse, Saffron and The Judge, we help our clients achieve operational excellence and project delivery that promises return on investment.

Want to find out more? Download The Digital Insurer white paper today. If you’re ready to chat, contact us on 0845 226 8170 or email us at info@redspire.co.uk. We’ll get back to you right away.