Para que las las aseguradoras sean capaces de prosperar en el mercado actual, deben comprender que los clientes no solo compran productos o servicios; también compran experiencias y relaciones. Por ello, es esencial la adopción de nuevas tecnologías que les proporcionen la oportunidad de, no solo mejorar sus procesos de negocio y canales más tradicionales, sino generar nuevos modelos.
“Para tener éxito en el mercado actual, las aseguradoras pueden superar los desafíos enfocando su estrategia de negocio en tres frentes: invertir en el desarrollo de una estrategia centrada en el cliente; mejorar la eficiencia en los procesos internos para además optimizar los costes operativos; y capacitar a los empleados para adaptarlos a los nuevos tiempos. Todo esto puede hacerse basándose en la tecnología como medio para adaptar los ritmos de digitalización a las necesidades de cada entidad aseguradora» afirma Carolina Moreno, vicepresidenta de Ventas de Liferay EMEA y directora general para el Sur de Europa.
Desafíos de digitalización
La irrupción de las InsurTech, la falta de agilidad digital o sistemas heredados que dificultan la incorporación de nuevas tecnologías, son algunos de los principales frenos para el sector. Entre los desafíos a los que las aseguradoras tienen que hacer frente encontramos;
Dificultad para desarrollar un ecosistema conectado: Los consumidores perciben con frecuencia a las compañías de seguros como organizaciones tradicionales, con un amplio conocimiento y patrimonio, pero lentas a la hora de adoptar el cambio digital. Por ello, es esencial diseñar soluciones digitales que conecten a los usuarios entre sí y sus múltiples puntos de contacto, desde email, sitio web, dispositivos móviles, IoT, ubicaciones físicas.
Falta de agilidad digital: A medida que el mercado de seguros cambia y aumenta su digitalización, es necesario que las compañías aumenten su eficiencia y agilidad para seguir el ritmo. Pues, esta eficiencia debería estar integrada en el ADN de la compañía, tanto en la operativa interna como en todas las operaciones externas orientadas al cliente.
Para que las las aseguradoras sean capaces de prosperar en el mercado actual, deben comprender que los clientes no solo compran productos o servicios; también compran experiencias y relaciones
La irrupción InsurTech: Las aseguradoras se enfrentan a la competencia de un nuevo ecosistema de empresas encabezado por las InsurTech, que les empuja a acelerar el ritmo de la innovación para no quedar rezagados. Esta amenaza obliga a las compañías de seguros tradicionales a tratar “de estar preparadas para el futuro”, en un esfuerzo máximo por mantenerse delante de la competencia.
Sistemas heredados: Uno de los mayores desafíos se encuentra en la falta de capacidad para adaptarse a los nuevos modelos, debido a sistemas heredados que presentan serias dificultades a la hora de integrar nuevas herramientas o tecnologías. De hecho, el 68% de las aseguradoras alude a estos sistemas como el mayor obstáculo para su transformación digital.
Experiencia de usuario: Para estar alineado con las necesidades y exigencias de los clientes actuales, una aseguradora debería ser capaz de ofrecer al cliente una experiencia omnicanal excelente a través de todos los puntos de contacto que tenga con la organización. Bien sea a través de una experiencia digital o híbrida con el uso de varios de canales, todos gestionados por diferentes personas con diferentes objetivos y métricas.
Fuente: https://revistabyte.es/
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