Leveraging Mobile Ecosystem to Transform Insurance – Cognizant
Article Synopsis :
A growing number of customers are using smart phones to find more information about products and premiums they have to pay in order to buy insurance. Using a mobile device to make informed decisions has never been easier and these devices now act as information power tools. Customers can source information from on-line reviews, do on the spot price comparisons, and use them as quick payment systems.
Cognizant in its Insights White Paper “Leveraging the Mobile Ecosystem to Transform Insurance” discusses the potential benefits of a mobile ecosystem orchestrated by connecting social media and analytics with cloud-based services, forming an integrated architecture which they refer to as the SMAC Stack. The White Paper identifies seven transformational themes that insurers should consider as they prioritize their future investments in a mobile ecosystem:
1. Create a brand connection
2. Innovate products from consumer data
3. Increase meaningful dialogue between agents and customers
4. Improve the relevance of offerings for the consumer
5. Tailor multichannel promotions
6. Manage and change consumer behaviour
7. Simplify interactions and processes
The report also highlights different case studies that reveal how the mobile ecosystem is enabling companies to shape consumer expectations and deliver dramatic business model changes in various sectors such as retail, consumer goods and healthcare.
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Digital Insurer's CommentsDynamic customer behaviour makes it important for insurers to concentrate on devising a robust mobile strategy. Tech focused insurers are sensing the opportunities and responding through location-based mobile advertising and mobile apps that help customers choose the best products and services.
A mobile ecosystem provides a great opportunity for agile insurers in Asia. The biggest beneficiary of this will be the insurer who designs a real customer-centric platform based on social media, mobile, analytics and cloud technologies.
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