It was in the framework of IT Solutions 2019 – Smart Insurance, organized by POOL Economic Events and Strategies.
The event, which has been bringing together IT providers and insurance companies for 8 years, was held on April 24 at the Novotel hotel in Buenos Aires.
As part of the panel “Customer Journey: the user at the center,” Diego Calderón (systems manager at Federación Patronal) and Joaquín Díaz Vélez (business developer at Flux IT) presented the team work experience to enhance the company’s digital channels: “Opening channels for our clients – the case of Federación Patronal Seguros.”
“The projection of our digital transformation is guided by two visions: on the one hand, the needs of the client, the insured party; and on the other, from our other client, the insurance producer, our sales channel”, highlighted Calderón in relation to the development of the Self-Management Portal, for quotes and issuance of online insurance sales.
“Something distinct was that during the development meetings for these new tools for the Federación Patronal, the word ‘producer’ was very present. Integrating the consultant producer was central,” reinforced Joaquín Díaz Vélez, from the perspective of Flux IT.
Another of the channels built together was the application of claims for uninsured third parties: “We consider that the third party must be treated like a client as well, and that is why it was important to include it in the entire digital transformation strategy,” Calderón explained. In this sense, he also highlighted Flux IT’s working methodology: “they sat down to talk with third parties who came to make a claim, and to ask them what they expected from a tool when making a claim. A whole field analysis was done to detect their needs and contrast them with what we were expecting.”
This research made it possible to identify, among other things, the need to assist and accompany the person so that they know what documentation they had to take, in what way, and so that they could upload it digitally. “With that, the waiting time went from being on the side of the process to being on the client’s side,” said Díaz Vélez.
Meanwhile, Calderón explained that, with the incorporation of the new digital channels, Federación Patronal was able to complement the personalized attention strategy, offering a simple solution for policyholders and potential clients, while still positioning the producers: “Federación Patronal understood that the responsibility of tool design could not be given to the producer. We made an event specifically aimed at producers to inform them that we were developing tools for them to exploit, and that we were not competing with them.”
He also detailed how this way of working allowed them to integrate an essential actor of their business into a digital transformation solution to have greater customer access: “It was a process that lasted about six months, in which we discovered that there was another way to carry out projects. That was the added value of the cohesion that existed between the Federación’s and Flux IT’s developers, engineers and program analysts.”
Regarding the future of the new digital channels, he assured that “they will continue to grow because we will continue to incorporate technologies. There are steps that occur little by little, but we know which path leads to constant growth.”
Díaz Vélez also emphasized the importance of putting users at the center of the process of creating business solutions and aligning their needs with the expectations of companies: “The key is not so much technology. You have to start with simpler things by asking questions. We say that business has to be simpler, because users want things to be simpler. “
On the Insurer’s next steps in the digitalization of its channels and processes, the Systems Manager said that “digital transformation is constant,” and stressed the importance of investing in new concepts that consumers themselves adopt. “Different generations use insurance. We help ensure that this process of technological change is accepted as well.”
“At organizational level, this project was an awakening: it slightly changed the way we see certain topics. Flux IT brought new ideas and we found that cohesion among the work teams,” he concluded.