RESEARCH REPORT

In brief

In brief

  • As customers demand ownership over their digital lives, insurers must provide them with more agency and make them co-creators of their experiences.
  • 77% of insurers agree that organizations need to reengineer the experiences that bring technology and people together in a more human-centric manner.
  • Leaders that explore new avenues to include customer agency today will be laying the foundation for long-term success.


Helping people choose their own adventure

The traditional relationship between insurance businesses and people is changing. Successful companies are bringing a human focus to their digital interactions, designing a more collaborative digital experience. Look at insurance brands such as Trōv, Toggle, and Cuvva, which offer more flexible, on-demand insurance products that let customers pick and mix the cover they want, how long they want it, and when they want it.

It’s clear that people want rich, customized digital experiences. But they are growing disillusioned with the legacy methods used by most companies to deliver them. Existing customization methods based on robust data gathering and analytics don’t provide the transparency, or the agency, that consumers, employees, intermediaries and other stakeholder groups want from insurers’ digital channels.

These concerns about agency and privacy are growing in the COVID-19 era, which is transforming the purpose of a digital experience. Initially, most digital platforms and experiences were designed to supplement, not replace, in-person experiences. Now, these are becoming many people’s primary source of interaction and demand is soaring for truly shared digital experiences and communities. People’s expectations are rising and they are more sensitive than ever about how their data is used for personalization.

The next wave of change will be all about giving people and business the ability to make relevant choices that inform their experiences. This could transform delivery from a one-way street to dynamic and responsive collaborations. Not only could this give consumers and commercial customers more choice and flexibility in their insurance experience, it could also empower them to reduce or avoid risks, in turn driving down claims.

Although many of the technologies that will truly revolutionize experience delivery—like augmented reality (AR) and 5G—are still in early stages, there are others that can help insurance get started. For instance, many are already investing in machine learning in functions such as underwriting and claims. These systems have traditionally left little room for customer input; however, the technology can be repurposed to enable greater levels of interaction.

Consider the example of AXA XL’s Connected Cargo solution, a real-time digital cargo tracking solution designed to help customers optimize their supply chain. Connected Cargo gives clients 24/7 monitoring as well as access to AXA XL’s risk engineers’ expertise to develop loss prevention plans.

Redefining digital customer experiences

83%

of insurance executives believe organizations need to elevate their relationships with customers as partners to compete in a post-digital world.

70%

of consumer respondents are concerned about data privacy and commercial tracking associated with their online activity, behavior, location, and interests.

Enterprises are becoming partners in experience creation, not just providers. This is an important shift as insurers increase personalization efforts.

Embracing true partnership

Enterprises that are exploring cooperative experiences today are launching a new generation of customization, fit for future capabilities and expectations. Those wanting to keep up, and stay competitive and relevant, will need to start building reputations as insurance companies that amplify customers through curated experiences, rather than marginalizing them.

Choose-your-own-adventure stories, customization with live user input and tools that let people design their own experiences are all ways that insurers are embracing cooperative experiences that provide value and align to customers’ values. It’s a major shift away from how they have operated in the past, but a necessary one. Becoming a true partner to customers will be a defining aspect of leading insurers’ futures.

Emmanuel Viale

Managing Director – Accenture Technology Labs


Andrew Starrs

Group Technology Lead – Banking


Abizer Rangwala

Managing Director – Technology Strategy, Insurance

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