Accelerating the Ability to Deliver Exceptional Customer Experiences

Cloud-Enabled Transformation in Insurance

Introduction 3

Immature Capabilities Lead to Declining Customer Experience Ratings 4

Building the Enterprise Architecture that Transforms the Insurance Experience 7

A Path to Cloud-Enabled Transformation 13

References 15

About the Authors 15

Table of Contents

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While insurers have focused on meeting the increasing demands of their customers, and invested in customer-facing operations, they are continually losing ground. The World Insurance Report 2015 by Capgemini and Efma1 reveals positive customer experience ratings declined at an alarming rate in the past year, providing a wake up call for the industry. Worldwide ratings dropped from an already low 32.6% in 2013 to 28.9% in 2014.

Insurers urgently need to accelerate their ability to deliver exceptional customer experiences or risk losing their customer base to competitors and new entrants. Many are finding that cloud-enabled transformation is a faster way to evolve capabilities. Further, using a proven framework and pre-built solution lets insurers spend more time designing customer journeys and high impact customer touch points and less time architecting and integrating technology.

Introduction

1 www.worldinsurancereport.com (download available)

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Immature Capabilities Lead to Declining Customer Experience Ratings

Of the 30 countries surveyed in the World Insurance Report 2015, 80% recorded a decline in the percentage of customers with positive experiences. Ten countries experienced a drop of more than five percentage points including the U.S., which dropped 8.3 points marking the largest decline of all countries surveyed.

The agent channel remains the preferred channel overall and delivered positive experience levels that were almost double those of digital channels, suggesting that digital channels are dragging down global customer experience levels. Customer expectations of digital channels such as mobile and social media are rising rapidly along with their usage and importance. However, while more than 40% of customers cited positive experiences through the agency channel, less than 30% of customers had positive experiences through digital channels such as mobile and social media.

Falling customer experience ratings coupled with a growing number of market disruptors (See exhibit 1) indicate that insurers need to take swift action to become truly customer centric – or risk losing their customer base to competitors and new entrants. They must improve their digital services and seamlessly connect the

Exhibit 1: Disruptors with the Most Impact on the Insurance Industry

Source: World Insurance Report 2015, Capgemini and Efma

20 27 31 78

25 16 5 46

Big Data Analytics

Increased RegulatoryOversight

Financial / EconomicConditions

Drastic WeatherEvents

14 7 21 42

Mobile 18 7 10 35

Demographics 8 7 8 23

New Entrants 7 10 5 22

Intemet of Things 2 7 12 21

74 4 15

1

Social Media 36 10

1Risk Perceptions 35 9

“Statistics, better risk pro�ling and the huge amount of information that can be retrieved from users’ experience or obtained from the web and social networks will enable a change in the logic of the de�nition of pricing, from static conventional variables to dynamic behavioral variables.”–Filippo Sirotti, CEO, Quixa

“Regulations aim to protect the consumer, which is laudable, but there are now multiple regulators with sometimes con�icting agendas. This creates much dif�culty for us.”–CIO of a Leading Insurance Firm in Europe

“Changing demographics change the expectations of what is required from insurance cover. Newer generations and the impact of austerity have a different attitude to risk and what customers may be happy to cover for themselves. They are more savvy and more willing to trade. New generations in particular have different values and priorities. Insurance is not as high a priority - but once they buy it then they expect to get more in return.”—Mathew Thomas, Strategy Director, Ageas UK

0 25 50 75 100

Rank 1 Rank 2 Rank 3

Of the 30 countries surveyed,

80%recorded a decline in customers with positive experiences

4 Cloud-Enabled Transformation in Insurance

customer experience across mobile, social, digital and agent interactions. While doing so, they must ensure the important agent channel has the tools and full customer visibility to effectively sell to and service the customer in the digital world.

Yet many insurers are challenged to improve customer experiences. The World Insurance Report identified seven core capabilities (See exhibit 2) that insurers need to develop in order to enhance customer experience and take advantage of opportunities created by disruptors. When we assessed insurers against the characteristics of leading-edge performance in each capability we found most insurers’ maturity levels to be lagging in all seven core capabilities.

Insurers exhibited the lowest maturity levels across three essential areas: connecting elegantly, engaging regularly with customers, and having a complete view of customer data and relationships. Raising insurers maturity in these three areas, along with having a fully integrated agent workforce, can accelerate the ability to deliver an exceptional customer experience across all channels. Leading practices include:

• Connecting elegantly: All channels, including social media, are fully integrated real time for all interactions, so the customer always feels that the insurer knows them well and that the agent can have an informed personal dialogue with individual customers.

• Engaging regularly: New content is continually created and published to the relevant customer segment through the right channels at the right time. Advanced content management and gamification platforms are put in place to take customer engagement to the next level. Agents have the tools to easily and frequently engage with customers via mobile channels, text messages and other digital means.

Exhibit 2: Core Capabilities that Can Improve Customer Experience

Source: World Insurance Report 2015, Capgemini and Efma

Manage pricing across all channels to drive pro�table sales

Maintain an informed personal dialogue with individual customers, across communication and distribution channels, to better understand them

Use high-quality, rich and inspirational content, together with sophisticated engagement strategies, to drive high customer engagement

Deliver underwriting, claims, payments, fraud management and customer policy administration, perfectly, improving customer experience

Monitor and optimize the performance of your business across all channels to improve ef�ciency, enabling higher pro�tability and margins

Use a single view of data for all strategic, tactical and operational decision-making to improve accuracy, avoid duplication and increase insight

Know your customers: develop the vision, proposition, business model, roadmap and business case to re-build your insurance company around customer needs

Price Competitively

Connect Elegantly

Engage Regularly

Deliver Perfectly

Measure Relentlessly

See Completely

Transform Effectively

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• Seeing completely: The insurer has a comprehensive view of each customer, and also understands each customer’s relationships (e.g., family, businesses, etc.). Accurate, real-time data supports predictive analytics, planning and delivery.

Only by developing comprehensive plans for proficiency – including a comprehensive look at the technology that underpins each capability – can insurers hope to counteract the decline in customer experience ratings that threaten insurers growth and profitability.

Bringing Analytics and Channel Integration to Quoting & Billing Self Service

A large North American Property and Casualty company was challenged with falling revenue, customer retention, customer service and overall customer experience. Antiquated systems – both customer facing and back-end legacy infrastructure – needed to be modernized to achieve the desired business benefits.

A multi-year transformational journey currently in progress, started with the Auto Insurance business unit, and expanded to other areas of the organization. Capgemini helped the customer with architecting and deploying a comprehensive “Quote to Card” capability across multiple channels. Using this solution, which is optimized for a rich user experience and provides real time information via integration to internal and third party systems, the insurer is now able to complete the “end to end” quoting process (build/rate/bind a quote) for both the direct to customer channel as well as the agent channel, in a much more efficient and elegant manner.

A rich analytics component was incorporated as a part of the solution, enabling the insurer to perform robust online web analytics (e.g., capturing information such as time spent by a prospect on their site, analyzing when and why a prospect is abandoning the quote process, etc.) and present a differentiated user experience using results from the analytics platform coupled with advanced techniques such as caching and multivariate testing.

Subsequently, as part of a separate enterprise-wide initiative launched in parallel, the company worked with Capgemini to add self service capabilities for customers to conduct billing activities such as reviewing their account summary, paying bills and viewing payment history, and updating profile and other information. The billing application was also optimized for a rich user experience and integrated to several back-end systems including the legacy billing system, using a modern SOA based architecture. The Quoting and Billing Self Service solutions were delivered using Service Cloud, Communities and other platform features of Salesforce, the leading cloud based PaaS platform.

As a result of the business benefits from these two initiatives, the insurer is now able to create a 360° view of their customers across sales and service.

• Improve call center metrics such as average talk time and average handle time • Reduce time for agent training• Reduce fraud• Lower costs from greater use of digital and self-service channels• Improve overall customer satisfaction scores

Productivity and customer retention improvements are in line with those received by other Capgemini clients:2

• +40% increase in agent productivity• +41% faster first contact resolution• +34% increase in customer retention• +37% increase in customer satisfaction Additional capabilities across business lines such as Policy and Claims Self Service are being added as part of the ongoing multi-year transformation roadmap.

2 Represents typical results from companies implementing Salesforce Service Cloud https://www.salesforce.com/form/demo/servicecloud-demo.jsp?d=70130000000soGZ&DCMP=KNC-Google&mkwid=51yHNlQa&pcrid=61337799299&type=Phrase&pdv=c&nc=70130000000laFG&gclid=CPL945X4ssUCFYNDaQodXQEADQ

6 Cloud-Enabled Transformation in Insurance

Building the Enterprise Architecture that Transforms the Insurance Experience

In almost all cases, to accelerate their maturity in these key capability areas insurers must wrestle with modernizing the company’s legacy technology infrastructure. Several insurers are implementing innovative customer technology solutions. While this is a crucial component of the puzzle, an elegant layer of customer technology is insufficient to address customer experience alone. Enabling the customer and agent experience requires taking a broader look at the enterprise architecture to assure that new customer technology integrates effectively with back-end systems such as claims, policy administration, billing and ERP so that all parts of the enterprise are driving toward providing the desired customer experience.

Due to the innovation, agility and business value that a cloud platform provides, many leading insurers are choosing a cloud-enabled transformation to accelerate their ability to raise the maturity of core customer-facing capabilities. Often a cloud solution can deliver the capabilities insurers need faster and with less business disruption than a traditional on-premise alternative for both solution implementation and on-going maintenance (see case studies). This results in lower total cost of ownership and significantly reduced project risk. Importantly such an approach lets insurers remain firmly focused on the customer – focusing on designing the customer journey and experience rather than designing and building the technology.

Capgemini’s All Channel Experience (ACE) for Insurance Framework provides a view of how the various parts of the enterprise architecture work together to provide omni-channel unified customer, agent and employee interaction. The framework was designed after studying new customer initiation activities, industry trends, leading research and application of real-life implementation experiences across Capgemini’s insurance customers. It includes the integration of information from social, internal systems, and business processes to provide the multi-channel customer experience.

The framework has two components that are inextricably linked:

• The first component, the All Channel Experience (ACE) Insurance Approach, addresses the customer experience across all channels.

• The second component, Agency Solution, focuses specifically on the agent channel because, while digital channels continue to grow as preferred channels among insurance customers, the agent channel remains the top purchasing channel for all age groups.

A cloud solution can often deliver the capabilities insurers need faster and with less business disruption than a traditional on-premise alternative

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The All Channel Experience Insurance Framework

The ACE Insurance Framework brings together a modern, cloud-based rich interactive interface, multi device support, unified business logic and access to data, and drives a consistent customer experience across all channels (Self Service, Agents, and Call Centers).

Salesforce, the market leading PaaS platform, is the core underlying solution chosen by many insurers with whom Capgemini has worked to transform their sales and service capabilities. In each of these cases the insurer leveraged various components of the Salesforce platform (e.g., Sales Cloud, Service Cloud, Community Cloud, and User Interface/Business logic extension using Force.com) and integrated the solution to multiple back-end and third-party systems using the rich real time and batch integration capabilities of the Salesforce platform.

Exhibit 3 provides a sample of the components within the typical ACE Insurance Framework when it sits on the Salesforce platform. Components include:

• Salesforce Customer Interaction Hub, which provides ease of use and information accessibility to offer superior customer experiences

• Salesforce 1 Platform, which provides multi-device capabilities

• Salesforce Service Cloud, which helps agents track the history of customers and policies and engage regularly with customers

• Odigo, a cloud-based contact center telephony platform (see sidebar), which helps the insurer connect elegantly by providing and directing the initial customer interaction in digital and telephone channels.

• Document signature software, to allow customers to sign quotes and policies online

• Integration with popular insurance software packages for policy quotes, binding, claims

• Integration with social media (Facebook) for quick quotes

Enabling Customer Self Service Across Origination, Billing, Servicing & Claims

One of Capgemini’s North American Private Mortgage Insurance clients was facing critical business and IT issues including lack of a comprehensive understanding of customers and interactions, fragmented user experience across the functions, a non-integrated application environment, decades of “one-off” enhancements that left systems unstable and difficult to upgrade/enhance, and a long cycle time for new functionality.

Capgemini helped the company build a solution (using the Sales Cloud, Service Cloud and Community Cloud components of the Salesforce platform) to manage their customer self service process across Origination, Billing, Servicing, & Claims. The solution, which is built with rich user interface guidelines in mind, is integrated to the customer’s policy administration and other back-end systems for a seamless user experience.

Through this effort, the insurer solved several customer interaction challenges and achieved tangible business benefits such as a consolidated 360° view of the customer, deep knowledge of all interactions with the customer through the entire lifecycle, a consistent customer experience across all touch points, quick time to market for future enhancements, and a common understanding of customer and transaction data across the enterprise.

8 Cloud-Enabled Transformation in Insurance

The Ace Insurance Framework is a Salesforce Certified Fullforce Industry Vertical Solution3, with recognition by Salesforce that it is a differentiated solution with a track record of success for customers and delivered by a partner with proven expertise in delivering industry and cloud-specific services and solutions to customers.

The race to become a leading insurer that is able to attract, satisfy and retain customers is in full motion. Those insurers that can blend traditional channels and digital channels in a seamless way will lead the race, creating clear competitive advantage with the capabilities in place to capitalize on market disruption over the coming years.

Giving Your Customers Something to Love: Experiences Beyond Expectations with Odigo

As a core component of the solution represented in the ACE framework, Capgemini’s Odigo solution is integral to providing the customer with an exceptional experience across all of the channels they interact with the insurer. Odigo provides features such as intelligent call routing, natural language recognition, mobile channel integration, biometrics or voice-based authentication, skills-based, multi-site routing, and management dashboards. Odigo integrates seamlessly with Salesforce Service Cloud (See exhibit 4) and allows customers to originate a transaction in one channel and take it forward in another, which, in some cases, might be self-service functionality.

Exhibit 3: Sample Components of the ACE Insurance Framework

Source: Capgemini, 2015

Document Signature Software

Service and Sales Clouds with Odigo

Quick Quote App

Popular Insurance Software Packages

Salesforce Sites with Full Quote Functionality

Salesforce1 MobileMulti - Device Capability

Service cloud

Sales cloud

3 A Salesforce Fullforce Certified Solution is recognition of a Salesforce Cloud Alliance Partner holding Silver status or above that has built a differentiated industry solution and has the knowledge and expertise to deliver on the partner’s and Salesforce’s shared vision. By recognizing these partners’ strongest capabilities, customers can be confident that Salesforce and its partner jointly offer the best foundation for leveraging the cloud to accelerate their unparalleled success.

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ServiceCloud

Marketing Cloud

Sales Cloud

ChatterEmailChat

Salesforce1Platform

Agent ConsoleSupervisor Dashboard

Field Workers Mobile AppSupervisor App

Web user Service Desk page

ACDInteraction

Routing Engine

Smart Call

IVR

Capgemini Cloud Infrastructure Services

NaturalLanguage

Telecom

Open CTI/ webservices

appexchange

force.com

With integrated Voice to Digital Capabilities, typical benefits institutions achieve include:

• Routing to the right destination using self service and IVRs with 98% accuracy rates

• Reduced average handling time of customer calls between 25-30%

• Reduce abandoned calls by up to 50%

• Reduced incoming contacts by 20 to 50% on low value-added requests

• Reduced re-sent emails by 25%

• Increased operational efficiency between 15-25%

Exhibit 4: Giving Your Customers Something to Love: Experiences Beyond Expectations with Odigo

Capgemini’s Odigo-Salesforce Integration Framework

10 Cloud-Enabled Transformation in Insurance

Agency Solution

The Agency Solution spans the entire life cycle of agent engagement (See exhibit 5). For example, agency recruitment includes capabilities to manage the agency recruitment process from gathering raw leads through prospecting to a new agency. Agency management offers capabilities to manage agency interactions, model sales plans, and manage assessment templates.

To help the insurer see completely, the Agency Solution offers the full capability needed to provide a 360° view of customers, quotes, and policies, track day to day activities, and access a knowledge repository for sales collateral.

This solution can also be built on the Salesforce platform, along with integration to other applications to facilitate a full “end to end” management of agency interactions. The multi-channel architecture ties together all the layers, and enables a component-based, consumer facing web architecture that provides reusable data for customer interactions and lets business users control content.

Agency recruitment and on-boarding functionality is built using native Sales Cloud features such as lead, opportunity, activity and document management. Core platform features like workflows and approvals are used for automation of the process. Agency Portal functionality is built using Communities integrated with Salesforce Knowledge and the Sales Planning and Modeling functionality is built using Apex/Visualforce (See exhibit 6).

Core features include:

• Global Search capabilities across all data stored in Salesforce.

• Agency Recruitment – Prospective agent information – Activity management to

track interactions – Configurable lead prioritization – One click agency conversion

• Agency Profile Data – Agency location (UPN)

level information – Agency contact management – Agency producer codes

• Agency/Account Management – View agency records (My, Team, All) – Agency hierarchy & visibility – Agency licensing, compliance

follow-up and segmentation

• Call Plan/Prep – Call prep view – Review pending agent notes,

activities – Agent financial summary report

• Opportunity Management – Opportunity creation and tracking – Association at agency

hierarchy levels – Opportunity stage capture

• Activity Management – Capture agency interaction

as activities – Activity templates – Activity follow-up alerts – Activity views, including tree &

calendar views

• Sales Planning and Modeling – Sales plan creation templates – Monitor sales plan, alerts – Target vs actual dashboards

• Agency Assessment – Create and manage

assessment templates – View assessment history – Alerts display during

assessment creation – Mandatory fields message

before submission

• Agency Portal – Agent pipeline visibility – Update profile, licensing,

staff information – Partner self-service – Metrics tracking – Customer service request routing

Exhibit 5: High Level Agency Functionality

Our agency solution provides a

360o

view of customers, quotes and policies

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Increasing Agent Effectiveness and Creating More Personal Interactions

A North American Commercial Insurer that conducts the majority of its business via the agent channel was facing problems with inconsistency in operations across lines of business and geography and lack of visibility into the agent channel (agent recruitment, agent pipeline, agency management, agency self service, etc.).

Capgemini helped the customer launch and deliver a transformational initiative to help underwriters become more effective at sales and to deliver a solution (using the Sales Cloud solution from Salesforce) to manage all leads, submissions, broker interactions and renewals. The solution was integrated with the company’s policy administration platform and provided end-to-end capabilities around “quote to cash.”

The customer achieved tangible business benefits from this solution such as closer ongoing engagement and renewals management with agents and end customers, improved persistency rates, better collaboration between internal employees and a modernized and standardized business and IT architecture for future expansion.

Exhibit 6: Sample High-Level Architecture from the Agency Point of View

Source: Capgemini, 2015

Multi-Device Capabilityleveraging the Salesforce1platform

Self Service capabilities forAgents using SalesforceCommunities and Knowledge

Integration with Full QuotingFunctionality built usingForce.com Communities

Telephony integration using theCapgemini Odigo Solution

Core platform capabilities: GlobalSearch, Integrated Chatter andChat capabilities, Automaticnoti�cations, work�ows andapprovals

Real time visibility usingnative reports/dashboardsand Salesforce Analytics(Future)

360 degree view of allinteractions with Agent usingSales & Service Cloud

Integration capability builton a robust frameworksupporting integrationacross the UI, businesslogic and data layers

• Integrated Chat capabilities allowing agents and managers to communicate via chat. Users can choose to follow other users similar to social media apps like Facebook. Chatter Groups can be defined to separate internal and external communications.

• Knowledge Management integrated into core agency recruitment and agency management functionality. Context based search of relevant knowledge articles is based on categories and tags. Robust knowledge management capabilities allow administrators to author, review and publish knowledge articles with built in review and approval processes.

• Native Responsive Design enables the agency management capabilities on mobile devices using the Salesforce1 application.

• Interactive User Specific Dashboards are enabled on both the agency management application and the agency portal for the agents and their sales teams.

12 Cloud-Enabled Transformation in Insurance

A Path to Cloud-Enabled Transformation

An agent will have information on customer online searches, digital chats, portfolio and product interests

at his fingertips

Exhibit 7: Driving Customer and Business Value through the ACE for Insurance Framework

Source: Capgemini, 2015

Revenue

Costs

Risk

PriceCompetitively

ConnectElegantly

EngageRegularly

DeliverPerfectly

MeasureRelentlessly

SeeCompletely

Conversation

Cross-SellUp-Sell

Retention

CustomerExperience

Claims Ratio

InvestmentPerformance

Capability Benefit Value Delivered

Insurers of the future will need to fully blend agent-guided, high-value engagements with digital transactions via the web, mobile and social. Our experience shows that a Cloud-enabled transformation is a faster way for insurers to rapidly evolve capabilities to achieve their desired customer experience. The ACE Framework provides a set of pre-built/proven solutions along with a robust reference architecture that lets insurers spend more time designing customer journeys and defining high impact customer touch points.

An architecture such as that presented in the ACE Framework will provide insurers with more mature customer capabilities and a consistent brand across channels that result in better customer experiences. Insurers will be able to follow the customer throughout their journey, improving every touch point. Digital and agent channels and the company’s CRM are all connected providing a hybrid experience for the customer. The agent will have at his fingertips information about the customer’s online searches, digital chats, current portfolio and potential product interests. He can readily pull pricing models and take the customer through a journey inclusive of electronic document signing and ongoing customer interactions.

In turn, insurers will get the benefit of better conversations, higher cross-sell and up-sell rates, reduced flight risk, improved claims ratios and better investment performance – all of which is reflected in both top and bottom line financial performance (See exhibit 7).

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Exhibit 8: Key questions to ask when considering sales and service transformation

Business Technology

• Are we seeing signs of falling customer satisfaction (e.g., low NPS, low CSAT scores)?

• Have we identified critical customer interaction touch points in our customer journey for enablement?

• Are we connected to our customers via their preferred channels?

• Will our enterprise architecture and IT systems support the desired customer experience via channels of choice?

• Do we have complete visibility into our agent channel to drive productivity?

• Have we provided agents the appropriate tools to effectively serve our customers?

To get started on the path to sales and service transformation, insurers should ask themselves these simple questions across business and technology domains (See exhibit 8). If the answer to one or more of these questions is unsatisfactory, then it’s time to act before falling customer experience rates, immature capabilities and ongoing digital disruptors result in irrelevance in the marketplace.

The race to become a leading insurer that is able to attract, satisfy and retain customers is in full motion. Those insurers that can blend traditional channels and digital channels in a seamless way will lead the race, creating clear competitive advantage with the capabilities in place to capitalize on market disruption over the coming years.

14 Cloud-Enabled Transformation in Insurance

References

About the Authors

1. World Insurance Report 2015 from Capgemini and Efma www.worldinsurancereport.com

2. Insurance All Channel Experience from Capgemini https://www.capgemini.com/resources/capgemini-insurance-all-channel-experience-ace-powered-by-salesforcecom

Bhuvan Thakur is a Vice President within the Enterprise Cloud Services business for Capgemini in North America, U.K. and Asia-Pacific. He has over 18 years of consulting experience, primarily in the CRM and Customer Experience domain. Bhuvan holds a BA Honors degree in Mathematics from St. Stephen’s College, Delhi, Masters in Management Studies (MMS) degree from University of Mumbai and MBA (Finance) degree from University of Wisconsin, Madison.

Bhuvan is a cloud specialist and can be reached via Capgemini’s Expert Connect

Madhu Nandagiri is a Principal within the Financial Services Digital Transformation Practice for Capgemini. He has almost 20 years of consulting experience, primarily in Transformation, Strategy, Architecture in the CRM and Customer Experience space. He has a long and proven track record in architecting and delivering complex enterprise programs for large financial services organizations. Madhu holds a Bachelors of Engineering and an MBA in Sales and Marketing from the University of Pune, India.

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For further information visit:

www.capgemini.com/insuranceace

www.worldinsurancereport.com

Contact us at insurance@capgemini.com

About CapgeminiWith almost 145,000 people in over 40 countries, Capgemini is one of the world’s foremost providers of consulting, technology and outsourcing services. The Group reported 2014 global revenues of EUR 10.573 billion.

Together with its clients, Capgemini creates and delivers business and technology solutions that fit their needs and drive the results they want.

A deeply multicultural organization, Capgemini has developed its own way of working, the Collaborative Business Experience™, and draws on Rightshore®, its worldwide delivery model.

Learn more about us at

www.capgemini.com/financialservices

About SalesforceSalesforce, the Customer Success Platform and world’s #1 CRM, empowers companies to connect with their customers in a whole new way.

For more information about Salesforce (NYSE: CRM), visit

http://www.salesforce.com/industries/financial-services/

The information contained in this document is proprietary. ©2015 Capgemini. All rights reserved. Rightshore® is a trademark belonging to Capgemini.