As insurers focus on improving self-service and the customer journey, the main challenge is twofold: firstly, traditional corporate silos make it difficult to rely on IT to make any changes to the customer journey; and secondly, business users often need to rely on IT to make any changes to the customer journey, making it impossible to react promptly to user needs.
One solution to the first problem is to work in agile teams. Denmark’s award-winning digital insurer Alka works in cross-functional agile teams today, placing a UX designer on each one, to ensure the customer perspective is never forgotten as they develop new solutions. This approach helped earn them an award in 2018 for best digital solution for their self-service solutions for web, tablet and mobile.
UX design is the process of increasing a user’s level of satisfaction with a product or service by improving its functionality, ease of use and convenience.
“UX design covers the entire process of acquiring or integrating a product, including aspects of accessibility, usability and function,” says Charlotte Marie Hermann, UX designer at Tia Technology. “As a UX designer for software, I care not only about making the software easy to use, but first and foremost, I need to make sure the solution actually addresses the needs of the user in the first place.”
One of the main concerns of UX designers is to understand the end users. They constantly ask questions of users to understand how they are experiencing the software, for example, the self-service portal. The goal is to find out what changes they need to make to the portal to optimise the customer experience.
There are several ways to go about capturing customer feedback: user focus groups, one-to-one interviews and using analytical tools.
“We are using analytical tools with the Tia Customer Journey Designer, our solution that lets business designers create their own claim journeys,” says Charlotte. “As soon as users register their first notice of loss, the business can trace their actions. Are they getting stuck on a certain part of the flow? Is there a question that is frequently misinterpreted? If so, they can immediately make changes to the claim journey.”
The Customer Journey Designer is part of Tia’s range of Configurators. It’s a comprehensive cloud solution that empowers business users to design the self-service claim journey without the help of IT. Business users can configure claim types and match them to claim classes, create the first notice of loss (FNOL) dialogue flow using the right questions and the right tone of voice, and they can map FNOL fields to fields in Tia’s Enterprise Solution to capture the data needed to expedite the rest of the claim process.
According to McKinsey, “automation can reduce the cost of a claims journey by as much as 30%” (McKinsey). In addition to streamlining business processes, automation has the potential to transform clunky user experiences and greatly improve how customers interact with your brand. Therefore, automation should be used tactically – not only as a way of reducing costs but also as a growth driver for improved scalability, operational efficiency and customer experience.”
Traditionally, claims processing has relied on manual, labour-intensive processes. Agents would manually gather and check data from multiple sources, resulting in weeks-long claims processing – a frustration for both customers and insurers.
Automation lends itself well to these labour-intensive, repetitive back-office functions that rely on high-volume, rule-based digital processes. Instead of taking days or even weeks for agents to process data, it can be automated and free of human error. This enables you to reduce staff headcount, process more claims at a higher velocity due to faster decisions and deliver major improvements in quality due to the virtual elimination of processing errors. All of this results in reduced costs and improved operational efficiency.
However, as your business teams work to implement more automated processes, they may be hindered by the need for developers to create the optimal rules-based workflows. Your teams may also find it difficult to ask for the right changes as not everybody understands how rules work and how they impact the business. And sometimes workflows just need to be adjusted fast to respond to events.
Rules-based automated workflows make it possible for a percentage of your claims to be completed with no manual help of a claim handler, helping your business reach new levels of process efficiency. Tia offers a comprehensive cloud solution that empowers business users to get a firm grasp of the rules structure and create and modify workflows without the help of developers. It’s called Tia Business Rules Designer and it makes it easier to connect systems so you can automate the next steps of the claim process as well.
The Tia Business Rules Designer offers:
● An easy, intuitive tool for business users
● Automated workflows for all business areas
● Short time to market
● A pre-configured set of business events, variables and outcomes
● A clear methodology for how rules are triggered and executed
● A two-person review workflow for implementing a rule
● Rule simulation (to test a rule’s impact before release)
Part 1 – The importance of self-service and time-to-market
Part 2 – How boosting efficiency can improve the customer journey and cut costs