Whether a company sells an airplane or an insurance policy, digital technology is credited with accelerating innovation and improving consumer experience along the discovery-purchase-servicing value chain. The integration of operations, customers, products, and data across the corporation is made possible by digital. However, many businesses utilize an outside-in, compartmentalized strategy to digital, with front-end apps gathering information for users. In contrast, the back-end business operations and data remain disjointed and isolated. However, because compartmentalized interventions are never actually able to allow scale or agility, revolutionary product/service development and consumer experience stay out of reach. This restricts a company’s capacity to change course in response to developing circumstances.
Thus, to unleash resilience and future readiness, an inside-out strategy for digital transformation with an integrated digital operations model is essential. For insurers, a scheme like this might accelerate digital change. A digitally integrated operations model is described as consisting of six layers: process, digital, data, technology, governance, and talent in a Gartner research by Everest Group; this is an operational model that is independent of any particular sector; it offers a sound foundation for comprehending how insurers might integrate cutting-edge digital capabilities into the core of their business. In particular, a digitally integrated operations model may benefit insurers in various ways, enhancing customer experience, innovation, and agility. Here are a few examples.
End-to-end procedures, multi-channel distribution, and service capabilities are hosted by low-code, highly adaptable platforms for various business lines. These systems are additionally equipped with the most significant level of descriptive, diagnostic, predictive, and adaptive analytical capabilities thanks to access to coherent data and business information. At this size, operational connection enables the platforms to produce meaningful and responsive communication and serve as a catalyst for more rapid and efficient business growth.
Complete visibility and control over business-critical KPIs, including effort, cost derivatives, timeliness, quality, and gain/loss, are provided by an integrated operations model. In addition, real-time communication with external data sources made possible by digital technology guarantees 360-degree business knowledge and enables businesses to respond more quickly to shifting business and regulatory needs.
The COVID-19 problem has further hastened customer journeys’ constantly growing online presence. According to a McKinsey survey of US insurance brokers, only 5% of their client interactions took place in person, down from 90% in January 2020. The consensus is that even when the epidemic is over, this number will not increase. Even insurers who have layered on clear voice and digital touchpoints may discover that it is insufficient at this size. Customers like to transition from discovery to service through one or a combination of agents, customer service channels, and digital self-service channels. When you couple this with disruptive ecosystem-driven distribution methods like affinity networks and offline to online, it becomes clear why insurers must develop flexible go-to-market plans.
By enabling insurers to open up their automated and intelligent client onboarding, risk assessment, underwriting, and customer support processes across distribution networks and self-service channels, an integrated digital operations model enables agility and scale in go-to-market strategies. The advantages of digitally integrated operations for insurers go beyond optimizing every business line on a flexible platform. Insurance companies may maximize the returns on their investments in automation, analytics, and intelligent technology by utilizing a digital core. Most importantly, it equips them to succeed in the face of change by quickly shifting strategy and execution, just like digital native organizations.
