When insurance companies talk about digitisation nowadays, it is usually a question of putting an analogue form online and, at best, making it digitally fillable. The insurance product itself remains virtually unchanged. Is that enough for the term “digital insurance”?
As a result, the registration process for the customer is tedious, time-consuming and unsatisfactory, which reduces customer satisfaction: Many of the possible advantages of taking out insurance online are completely lost.
Customer centricity in digital transformation
The digital transformation of an insurance product begins with the evaluation of customer needs:
- Content: what does the customer really need?
- Location/context: in which context is the insurance relevant?
- Time: when exactly is the insurance needed?
Based on these findings, a further indicator for digitization emerges:
- How much time does the customer want to spend on taking out the policy?
Those findings have an influence on the insurance product itself, because if the time window for a possible decision for or against an insurance is very small, there is probably only the choice between “all aspects are covered” or “exactly this is covered”.
If an insurance (as product insurance) is already included in the purchased product, many of these aspects are automatically covered for the benefit of the customer and his satisfaction. The customer thus receives the relevant insurance product:
- at the right time (directly at purchase),
- in a form that does not prevent the customer from his intention to buy, but encourages him even more (“what you love, you protect”)
- and beyond that still free of charge* (*if the vendor takes over the costs).
Customer satisfaction as the goal
In addition, customers today are accustomed to a certain level of comfort with many everyday things due to various technical achievements. As a result, the user experience is becoming a prerequisite, if not a benchmark. And this standard is automatically applied across products – partly unconsciously, partly consciously. The customer ultimately doesn’t care about the reasons why it works for one product category and not for another. Ultimately, however, this has a considerable influence on the customer’s purchasing decision. If, on top of that, a product is involved that the customer actually does not want (insurance?), the probability of the purchase is reduced if the user experience is not completely conducive to his basic understanding or even contradicts it completely.
This is exactly where bsurance comes in. An insurance product never becomes “sexy“, but must be fair and relevant: Individual insurance products in coordination with the company, tailored to the actual product and the needs of their customers. To this end, embedded in the sales process in a form that promotes the purchase process. All this is offered by bsurance!