Health insurance: end-to-end digitalization and omnichannel capability of the offer and application process lead to more satisfied customers
Author: Micha Boller
Health insurance premiums are communicated in the fall of each year. The customer journey of potential new customers begins with research into the products and prices on the websites of the health insurers.
For the health insurance company, digitally submitted applications open up immense potential for automation, which can reduce operating costs.
The customer advisor compiles a quote for the customer in a consultation, which the customer advisor sends to the customer via e-mail as a PDF or physically by mail. The customer usually prints out the offer, makes any necessary changes to products and product criteria such as the deductible rate, and submits the signed offer to the health insurance company by mail.
The signed offer arrives at the health insurance company and is scanned as the first step. Now the quote must be processed by a clerk. The originally configured quote must be adjusted in the system according to the quote submitted by the customer. Furthermore, the personal information provided by the customer and the health questions answered must be manually transferred from the document into the system.
This is how the offer and application process has worked so far. The process leads to long waiting and idle times as well as to media disruptions for the customer and for the health insurance company.
Instead of sending a quote document to the potential new customer, a link to the online quote calculator is sent to the customer via any channel. The initial quote created during the consultation can then be viewed by the customer immediately after the consultation and adjusted again according to their own wishes. The customer can adjust the products and product criteria in the online quote calculator and check how this affects the price. Finally, the customer can switch to the application process and submit the application digitally. The application process is seamlessly integrated into the online calculator and thus runs completely digitally. Costly media disruptions are eliminated and the customer experience improves. The customer can access the quote at any time via different devices and channels. This supports an omni-channel presence for the insurer.
There are also improvements on the health insurance side. Subsequent processing of physically submitted documents by a clerk is no longer necessary, which saves a great deal of time. The application is submitted digitally and can ideally be policed automatically.
With the implementation of the new offer and application process, business value is created at various levels.
The solution massively improves the customer experience. The customer can complete the offer and application process via various channels without media disruptions and waiting times.
Existing systems are replaced by the solution, thus ensuring future viability and flexibility.
Efficiency is increased because the time-consuming, manual processing of physical applications is reduced.
The architecture reduces the time-to-market of new insurance products, because with the chosen architecture changes can be put into production more easily and faster.iness side.