By Elizabeth Gooding on February 11th, 2013
Property and Casualty (P&C) Insurance carriers are in the business of assessing risk; risk of theft, damage, injury, professional malpractice and catastrophe as well as investment risk. They make their money by laying odds on the likelihood that things will go sideways for their customers and that they will earn enough money by investing the pool of premium dollars to pay out on the bet if things do. Lately it seems that climate change is blowing up all the models for setting the odds of a natural disaster and insurers are dealing with defining and delineating coverage for new threats like cyber-terrorism that have completely changed the game.
The core systems most insurers have in place are woefully inadequate to handle the scope and pace of this new insurance game. In order to keep up, companies have built add-on modules and work-arounds to their core systems, often relying on Microsoft Excel or Microsoft Access “Band-Aids” to keep business moving. Many carriers that have upgraded their core systems did it on a “go-forward” basis leaving existing business on the old policy administration or claims system and writing new business on the new platform. At some companies this has happened more than once and there are now several “core” systems in production for different lines of business. All of the Band-Aids, work-arounds and go-forward solutions have left data scattered in multiple repositories just when carriers need data in one place more than ever.
In order to adequately assess risk, insurance carriers need large amounts of policy, claims, fraud and customer demographic data all in one place so that they can use risk modeling and data analytics to determine which types of risk are profitable to insure. According to Accenture’s 2012 North American Claims Investment Survey, 54% of P&C insurers have core systems that are more than five years old, 66% say their claims systems are not optimized to collect and analyze data and 78% regard their capabilities inadequate to manage new forms and levels of risk, such as those presented by cybercrime, terrorism and increasingly frequent and severe natural catastrophes. So, after years of avoiding the disruption, expense and well – risk of a major core systems upgrade many companies have realized that they just can’t avoid taking the leap. A small study of 37 insurance carriers by Novarica indicated that 25 percent of large P&C insurers and more than 40 percent of midsize carriers were in the middle of converting their policy administration systems or planning to start a conversion at the end of 2011.
Keep in mind that the typical core systems upgrade will take from an incredibly fast eighteen months to a more typical three years plus to complete, depending on the number of undocumented work-arounds that need to be incorporated into the system and the level of data conversion to be completed. This means that a large percentage of the industry is either planning a core system upgrade or in the midst of completing one. And what comes out of these systems you ask? Documents, lots and lots of documents: quotes, policies, premium invoices, notices, claims reports, payments and more.
Opportunities abound for reducing the costs of producing documents in parallel with core systems conversion. Bringing systems together increases the opportunity for postal optimization, targeting analytics and improvements to the design of the documents themselves. The core systems upgrades have a larger implication as well; they enable insurers to develop more segmented and personalized products to appeal to different age, risk, ethnic and geographic groups of consumers. Direct marketing and agency marketing support is becoming more tailored and personalized as well with multi-touch, multi-channel and multi-language campaigns hitting the paper, airwaves and cyberspace simultaneously.
P&C Insurers are expected to spend an average of 17.5 million on Claims System upgrades alone. This seems like a pretty substantial number until you consider that the top 16 P&C insurers spend an average of $315 million on advertising each. GEICO alone spent over $993 million on advertising in 2011. This is not counting direct marketing spend – P&C Affinity Mail alone exceeded 500 million mailings in 2011 according to Mintel Comperemedia.
Savvy service providers are positioning themselves to help insures take advantage of newly upgraded systems and a wealth of new data to improve their customer experience throughout the insurance lifecycle. With their plates full to overflowing with core systems conversion initiatives, insurers need help to ensure that the tangible representation of their value to consumers – namely insurance documents – are not put at risk by the very projects intended to reduce risk. Now is the time to show insurers how to redirect some of those advertising dollars toward investments in customer experience and cross-sell using low-risk, high-reward solutions like direct mail, statement marketing and personalized collateral in tandem with QR codes and other calls to action that drive social media engagement and leverage consumers interest in mobile insurance applications. If your company isn’t positioned to help them, maybe you should be looking at some core systems upgrades too.
Elizabeth Gooding is the President of Gooding Communications Group and the Editor of InsightForums.com. She covers business communications trends in highly regulated industries such as insurance, financial services, healthcare and telecommunications.