ram gopal us insurance multichannel & gamification

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Managing Customer Relationships in the Insurance Industry Internet, Analytics, and Engagement Stories from an American Perspective Ram Gopal Department of Operations and Information Management School of Business, University of Connecticut

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Ram Gopal nous présente le marché US de l'assurance sous l'angle du multicanal, des avancées analytiques et nous présente le concept de la "gamification" en assurance.

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Page 1: Ram Gopal US Insurance multichannel & gamification

Managing Customer Relationships in the Insurance Industry –

Internet, Analytics, and Engagement – Stories from an American Perspective

Ram Gopal Department of Operations and Information Management

School of Business, University of Connecticut

Page 2: Ram Gopal US Insurance multichannel & gamification

Location

Page 3: Ram Gopal US Insurance multichannel & gamification

BUSINESS ANALYTICS

Predictive Modeling

Business Decision Modeling

Data Mining and Business Intelligence

Business Process Modeling and Data Management

Real-Time Enterprise Data Integration and Audit

PROJECT MANAGEMENT Project Management

Project Risk and Cost Management

Advanced Project Management

Project Leadership and Communications

Business, Law, and Ethics in Modern Society

Page 4: Ram Gopal US Insurance multichannel & gamification

Peter Bothwell, Vice President, Business Intelligence & Analytics, Travelers

Nancy Davis, Vice President and Chief Information Officer, UTC

Lynn Merritt, HR Information Manager Workforce Analytics, Aetna

Konstantinos Spetsaris, Senior Vice President of Analytics, Nielsen

Carlos Rossi, Assistant Controller, Business Transformation, IBM

Board of Advisors

Page 5: Ram Gopal US Insurance multichannel & gamification

Points of Discussion

• Understanding Web Clients

• Gamification Initiatives

• Competing on Analytics

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Business Imperative: Cost of Servicing Members Over 12 million members

Significant Cost Implications

Call Center cost 50 times Web Service cost

Web Portal

IVR Call Center

Agent

Page 7: Ram Gopal US Insurance multichannel & gamification

Business Imperative: Cost of Servicing Members Over 12 million members

Those who call – average count = 3.2

Those who use web – average count = 3.4

Web Portal

IVR Call Center

Agent

30%

70%

Page 8: Ram Gopal US Insurance multichannel & gamification

Challenges

Marketing Push Ineffective

Frequency of Usage Varies

Message Dissipates Quickly

Demographic Variations

Web Usage Drivers

Who and How?

Right Triggers at the Right Time

Page 9: Ram Gopal US Insurance multichannel & gamification

Patterns or points of interest

Most calls and web hits come from a few states

Page 10: Ram Gopal US Insurance multichannel & gamification

Demographics

Generation Average – Web Use Average – Call Use

Pre Boomer 0.36 3.09

Boomer 0.96 2.92

Gen X 1.28 2.27

Gen Y 1.14 2.15

Gender Average – Web Use Average – Call Use

Female 0.88 2.84

Male 1.19 2.43

Marriage Average – Web Use Average – Call Use

Married 1.08 2.61

Single 0.89 2.76

Page 11: Ram Gopal US Insurance multichannel & gamification

Prediction Modeling To identify who is a good candidate for

conversion to web usage.

Model Built on Classification Trees (factors that

influenced included age, marital status, income,

call usage, and location)

Excellent Predictive Ability

Actual 0 Actual 1

Predicted 0 126,522 23,948

Predicted 1 103 31,630

Page 12: Ram Gopal US Insurance multichannel & gamification

Model Implementation

Use IVR to play a message to select customers to encourage web use

Call center agents will be notified when a customer is predicted as a web user so they can promote & educate the web

Develop a click to chat feature for customers identified by the model

Change reward structure of call center agents to promote switch to web use

Web Portal

IVR Call Center

Agent

Page 13: Ram Gopal US Insurance multichannel & gamification

Customer Engagement –

Missing Pieces

Motivation

Fun!

Page 14: Ram Gopal US Insurance multichannel & gamification

Gartner’s hype cycle

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Games Gamification • Goal • Rules • Feedback System • Voluntary

Gamification is the use of game design techniques, game thinking and game mechanics to enhance non-game contexts

Games Vs. Gamification

Source: Yaniv Corem, IBM 15

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Page 17: Ram Gopal US Insurance multichannel & gamification

Who Plays Games?

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CIGNA - Gamification

Cigna is utilizing gaming in numerous

engagements across our business. Gaming

is a unique channel that provides Cigna the

opportunity to make self-management of

health a fun and engaging experience

Page 19: Ram Gopal US Insurance multichannel & gamification

CIGNA – Gamification Initiatives

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Gamifying Health

Page 21: Ram Gopal US Insurance multichannel & gamification

Zamzee Activity Meter

Upload Activity

Track Progress

Earn Badges, Climb Levels

Earn Rewards

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Vertical Markets

•Extended Fan

Experience

•Social Engagement

•Rewards Programs

Entertainment Media & Publishing

Healthcare/Wellness

• Accelerates Training

• Improves Productivity

• Increases Positive

Behaviors

• Develops team-building

Enterprise

Retail

Education

Source: M2 Research

Page 25: Ram Gopal US Insurance multichannel & gamification

Growth of Gamification

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