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How Top Insurance Companies Are Pushing Digital Innovation

Digital InnovationNew leaders in the insurance industry continue to invest in and drive digital innovation, which is particularly apparent in Europe. When research firm Pierre Audoin Consultants (PAC) surveyed 200 mid- to large-sized insurance companies in Europe, the company discovered that they are adopting a number of different strategies across the enterprise.
Paving the Way for Digital Innovation

Because of the appointing of new CEOs across 70% of Europe’s biggest insurance companies within the last 18 months, businesses are integrating more innovative IT strategies. As a result of the recent threat to traditional insurers from innovations in startup, manufacturing, telecommunications, and utilities companies, many insurers have taken steps to avoid becoming irrelevant.

Out of the 200 senior business and IT executives that PAC spoke with, 84% have developed formal innovation strategies with dedicated budgets and teams behind them.
The Need for Improved Customer Engagement

One of the biggest motivators behind digital innovation is the demand for better customer engagement, which is true for many industries. Mobile apps are one of the innovations made over the years that have helped improve customer relations and boost loyalty, subsequently increasing customer spending. PAC found that 60% of the insurers surveyed reinforced the need for improved engagement with customers, making it their core focus regarding digital innovation.

Learning from Retail Banking Companies

One industry that can teach insurers how to be more technologically innovative is the retail banking sector, which has gone from lagging in customer engagement to becoming one of the most tech-friendly industries. Many retail banking firms have developed and deployed mobile apps that make operations much more convenient for customers.

Insurance companies have also since transformed from firms with poorer customer experiences to those making waves through innovation. For instance, one free app that has made a difference is known as Trov, developed by Axa Insurance. This app allows customers to easily insure individual possessions using a smartphone, which was an impossible task not long ago.
Potential Obstacles that Insurers Still Face

Innovations may be taking place within the insurance industry, but there are still certain issues that these companies face. Some companies that PAC surveyed cited stringent regulation as the largest obstacle preventing innovation, while one-third stated that outdated infrastructures and technology have been the biggest problems. Others also mentioned that a majority of their business applications are capable of supporting future digital innovation strategies.

Despite the existing shortcomings, insurance companies will likely continue to evolve as they adapt to the digital age, implementing mobile apps and cloud-based communications.

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