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Digital Transformation | EN

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Operationalization in Practice

Insurance Starting

Insurance Starting Situation Use Case Scenario The digitalization of the value chain has also reached the German insurance industry. The number of startups is growing and they frequently assume a position that places them between the customer and the insurance company, thereby cutting insurance companies off from direct communication with the customer. In addition, this change in customer behavior has also increased the pressure to deliver greater innovation: customers are relying less and less on established long-term relationships built on trust and are willing to change insurers if the right offer comes along. Thus, besides all their efforts to generate new business, it is also essential for companies to maintain existing customer relationships by ensuring critical business processes are optimally designed - especially at key touchpoints. They must be present in all relevant channels with a service portfolio that is tailored to the customer and that is seamlessly integrated into the digital environment the customer is accustomed to. Beyond merely assigning an internal company department to the task, it can also be helpful to involve highly-specialized service providers so that the company's own internal processes can be optimized. The reporting of a loss for the first time (“first notice of loss”) represents a critical point of contact between the insurance company and their customer. Trust can either be established or irreversibly lost. The modern customer expects to be able to report losses easily and at any time and using their preferred channel. However, it is also important for the process to be quick and transparent. Method Digital Vision A workshop was held in which trainees and students were interviewed as the “customers of tomorrow” to determine which criteria would achieve a high level of customer satisfaction when interacting with insurance companies. This revealed that above all mobile availability, processing status transparency and live support played the key roles. Based on these findings, loss notification was selected as a critical touchpoint in the customer journey. The goal was to map that touchpoint using a mobile-enabled and device-independent Web appli- 48 | Use Case Examples - The Digital Transformation Cycle in Use

It is not just about automating existing processes, but recreating them. Oliver Bäte, CEO of Allianz cation. This customer process is suitable for satisfying the identified criteria using a digital transformation process. enter the extensive product number. Furthermore, at the end of the process, she should be able to go directly from reporting the damage to ordering a replacement and arranging an installation date. User Experience For the “loss notification” touchpoint multiple critical points of interaction were identified that are important to a policyholder during the loss notification process: Logon, loss notification, processing, customization, support and feedback. First, a rough draft of the user interfaces for different target devices is created. The next step is to create the visual design, meaning the detailed construction of the user interface including layout, colors, typography, graphics and images. These form important fixed points when designing an ideal user experience and the following use case scenario provides a good description of them: A policyholder’s television has been damaged by a power surge. She would like to quickly report the damage online from her tablet and hopes the process will not be complicated. To avoid a lengthy registration process, she should be able to use an existing social media account. She should also be able to identify the defective device using a bar code instead of having to Anwendungsbeispiele – der Digital Transformation Cycle in der Praxis | 49

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