ram gopal us insurance multichannel & gamification
DESCRIPTION
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.TRANSCRIPT
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
Location
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
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
Points of Discussion
• Understanding Web Clients
• Gamification Initiatives
• Competing on Analytics
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
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%
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
Patterns or points of interest
Most calls and web hits come from a few states
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
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
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
Customer Engagement –
Missing Pieces
Motivation
Fun!
Gartner’s hype cycle
14
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
16
Who Plays Games?
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
CIGNA – Gamification Initiatives
Gamifying Health
Zamzee Activity Meter
Upload Activity
Track Progress
Earn Badges, Climb Levels
Earn Rewards
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
Growth of Gamification
25