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.

1. 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

2. Location

3. 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

4. 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

5. Points of Discussion
• Understanding Web Clients
• Gamification Initiatives
• Competing on Analytics

6. 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

7. 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%

8. 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

9. Patterns or points of interest
Most calls and web hits come from a few states

10. 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

11. 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

12. 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

13. Customer Engagement –
Missing Pieces
Motivation
Fun!

14. Gartner’s hype cycle
14

15. 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, IBM15

16. 16

17. Who Plays Games?

18. 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

19. CIGNA – Gamification Initiatives

20. Gamifying Health

21. Zamzee Activity Meter
Upload Activity
Track Progress
Earn Badges, Climb Levels
Earn Rewards

24. 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

25. Growth of Gamification
25