Jacques Soumeillan, CEO of Cameleon Software, that publishes an offer definition, tariff and quote generation solution, gives us his views on online quotation in the health insurance sector.
What according to you does the online quotation approach mean for Health Insurance?
Today, the health domain is the archetype of this type of problems. Health insurers have precise and concrete challenges. The first includes having the correct offer with respect to the specific requirements of clients. These requirements are more diverse but the players today are more able to provide differentiated solutions than in the past. The second challenge is to have more cross-selling and up-selling.
The sales approach must be perfectly multichannel.
The tariff logic associated with these points prompt asking oneself the right questions: How can I prepare these offers quickly? How do I launch them in the market? How do I change and diversify them?
At what point does the “online” dimension act as a catalyst for these challenges?
There is a “new reality” of the Internet. The field is very competitive, it is difficult to have visibility and yet it is necessary to be very responsive. I also think that the customers are becoming smarter. They need access to simulations on the Internet in order to test the products without any marketing pressure.
At the level of defining the offer, there obviously are differences between the issues related to capturing the market, where it is necessary to win over Internet users, and service to the existing clients. The second point must not be ignored: most people already have a mutual insurance company and will start by thinking about what it has to offer while changing the cover.
The conquest requires a simple, direct and effective approach.
The response to subscribers is rather focused on the exhaustiveness and simulation required to enable clients to make up their minds.
To achieve a good result, a mutual insurance company requires tools that can change the offers in keeping with a market that has become very dynamic. The reactions must certainly no longer be in years as before, but in months or weeks.
Are reliability and data consistency added to this requirement of responsiveness?
The multichannel must be perfectly homogenous to ensure customer satisfaction. With a tool like Cameleon for example, we build an offer model that will be available as per the channel. Making a simple website to manage the Internet strategy can cause problems related to consistency while updating offers.
How can one compensate for the relational distancing caused by the “online” approach?
Today, technology is perceived to be interactive. Every different client reaction must trigger mechanisms that will help to take into account the specificities, in order to provide personalisation and proper advice.
Software like Cameleon must aim towards reproducing the marketing and sales know-how of the insurer on his/her website. It does not involve only displaying offers with a price list, like in a catalogue, but having an intelligent dialogue with the client.
In the other sectors of activity, the statistics already speak for themselves.
In car selling, 80% people make their choice online and then buy at the dealer. It is the same idea for health insurance companies. I don’t think that the role of the physical adviser would be reduced in any job.
Is it necessary to visibly reproduce the closeness that one would have by going to an adviser, even if it is difficult to eventually turn to “everything online”?
Absolutely! I think that by drawing a parallel with the other jobs, we are still in the idea of a complementarity. Today, there are even the major online business names that associate themselves with storehouses, warehouses and stores. There is a conjunction.
The web becomes completely indispensable because if you are not on it, you certainly are not going to have people come to your agencies. But, by processing a major part of business, it makes the advisers more available to treat the more complex problems, particularly the subscriptions: when there is a signature involved, everybody wants to be reassured by human contact and it is absolutely normal.