Using Digital Technology to Drive Stakeholder Satisfaction

In May 2020, Origami hosted a number of virtual RIMS webinars in-place of the RIMS 2020 Annual Conference, which was cancelled due to coronavirus. One of the five sessions Origami offered, “Driving Customer Satisfaction with Digital Engagement,” was led by Tim Cuckow, Senior Sales Executive, John Carolan, Senior Sales Executive, and David Duden, Strategic Relationships Executive. The presentation highlighted how stakeholders across the insurance value chain (i.e., insurers, pools, and TPAs) can leverage new digital engagement tools and predictive analytics to make underwriting and claims administration more efficient, differentiate their offerings, and drive agent and policyholder satisfaction.

In addition to a high-level overview of digital engagement and analytics, the presenters discussed three real life applications of digital engagement:

  • Capturing Exposure Collection
  • Claims & Incident Intake
  • Loss Control Location Audits

Digital Engagement and Analytics: Overview and Trends

Digital engagement in the context of the insurance industry was defined as “tools to connect internal and external stakeholders throughout the industry value chain.” Users include adjusters, underwriters, claimants, agents/brokers, corporate risk managers, bots, and other third-party suppliers. Insurance carriers, risk pools, and TPAs can leverage omni-channel engagement (including outreach by mobile, web, SMS, and email) to reach out to these users in an efficient manner.

But why does this matter? These days, digital engagement is no longer a differentiator, it is expected by business users globally. The same millennial consumers that are getting on-demand access to products, services, and information (i.e., Uber, Grubhub, and Facebook) are all expecting the same level of digital engagement in their work lives as well.

Digital engagement can also leverage analytics through:

  • Real time access to insights via various sources and channels to make informed, data driven decisions
  • Data driven workflows for easier and more effective communication based on the unique characteristics of each individual user

These tools can be made even more powerful with third-party data and AI integration.

One example of third-party data integration is geographic information systems (GIS) data that allows for third-party and internal data, like that of Johns Hopkins, to be visualized on a map. Not only is this useful in monitoring routine location-based claims and incidents (e.g., due to weather), it is especially timely during the COVID-19 outbreak, when users can see multiple pieces of data from different sources—such as government mandated stay-at-home orders, hospital beds, and company locations—overlaid on a county, state, or country level map. This data is particularly crucial as the economy begins to reopen.

Covid-19 TrackingGIS Mapping

Data visualization showing stay-at-home orders by county, hospital beds, and Origami locations on a single map.

 

The concept that “everyone is using analytics” was validated by our webinar attendee poll, in which nearly all respondents said they were using advanced analytics, and almost half said they were using analytics for nearly every decision in the claims and underwriting process.

After the high level overview, Cuckow, Carolan, and Duden dove into three real-life examples of how digital engagement tools could be used.

Exposure Data Collection

When policyholders or members have to provide data to an underwriter for renewals, digital engagement tools can be leveraged to gather exposure data. They can also be directed to a digital experience to input their data, resulting in an easier and more efficient interaction with the policyholder and creating a significant time reduction. For example, one risk pool was able to reduce its exposure collection time frame by 75%, from two months to two weeks.

Insured Exposure Data Collection

Example web app sent to location manager to capture exposure data for property policy renewals.

Claim and Incident Intake

Another example highlighted how members/policyholders and agents could leverage digital technology to enter claims and incidents, reducing the unnecessary back and forth associated with traditional communication channels (e.g., paper, fax, phone). The external user can be directed to input their claims via an anonymous collection link, directing them to a webform to fill out details on any claim type (i.e., auto, property, worker’s compensation).

Claims Collection

Example web form for member/policyholder to populate worker’s compensation claim data

 

After the claim is entered, predictive analytics can be applied using third party models to score the claim based on factors such as medical diagnosis and the time/location of the event. The claim can then be automatically assigned to the right adjuster at the right time based on the severity to minimize litigation risk and improve policyholder satisfaction.

To further improve policyholder satisfaction, insurance professionals can consider providing automated notifications to claimants, updating them on the status of their claim and informing them of payment via mobile and SMS.

Claims Collection notification via SMS and app

Claimants can get notifications and view claim details and status via SMS text and mobile app.

Loss Control Safety Audits

The final example of how digital engagement can improve client satisfaction is regarding loss control location audits. This example leverages mobile technology, which is especially key as those conducting the audit are often in the field and do not have access to a desktop. Empowering policyholders with the ability to enter data for audits via mobile device and receive automated corrective action notifications can help reduce incidents and claims.

Mobile App Form Audit Entry

Example of Origami’s mobile app to enter loss control audit information.

Impact of Digital Engagement and Analytics

Digital engagement has the opportunity to lead to better outcomes for all stakeholders across the insurance value chain, including:

  • Increased Policyholder and Agent Satisfaction
  • Streamlined Processes
  • Operational Cost Reduction

To see more about how Origami can help you leverage digital technology to improve policyholder engagement and operational efficiency, download the full webinar or request a demo.