Improving customer service with data 19 may 2015 Maarten Jonker Leiden

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1 Improving customer service with data 19 may 2015 Maarten Jonker Leiden

2 Contents Introduction Our approach Our practice

3 Increasing our understanding of data and using knowledge Achmea s digital-first principles Customer journeys Achmea first digital principles We are increasing our understanding of data (including big data) and using the knowledge gained to improve customer service Opportunity In the digital world, customers have enormous freedom of choice Customers expect relevant, personalised communications wherever and whenever convenient, and on any device Technology makes this possible Achmea Digital-first principles form the guidelines for customer service and the use of technology We use our data (including NPS) to improve customer service This is why we are expanding our understanding of data in general and big data in particular

4 The way we work: Five Digital First Principles Our customers: see the real-time consequences of their actions receive services entirely online, although offline services remain available are provided with relevant, personal, specific information are linked to other customers through online communities are always alerted to possibilities for digital interaction

5 Digitalisation at the heart of business innovation Driving factors Digitalisation is based on four driving factors. Security is an important prerequisite. Networks Cloud Digital customer Mobile Omni 24/7, everywhere, all services and on all devices Data 90% of data worldwide was created in the last two years. Structured and unstructured data provide new possibilities for understanding our clients, creating new insights and creating innovations Networks Traditional value chains are changing to open eco systems. Achmea is applying partitioning, and clients count on Achmea when it comes to the security and reliability of data and processes Data Cloud New, constantly evolving, easily scalable technologies. This driving factor is behind the high level of standardisation and the use of globally accepted protocols

6 Exponential growth of data used to improve service for customers Growth of data due to Internet of Everything General findings All things are connected nowadays The constant growth in digital devices and people using them has led to the exponential growth of data (volume), more variety in data, such as text and images, and greater data velocity due to streaming data devices New developments include sensor data, social data and web behaviour Achmea The growth of data gives Achmea the opportunity to understand the needs of customers better and offer them better products and services The customer decides what kind of data he or she wishes to share

7 Contents Introduction Our approach Our practice

8 Our motives. Big Data analysis support by actionable insights Higher conversion rate / lower churn rates Improve services for customers Enhance propositions and create new added value Create community value by win-win Improve customer satisfaction and loyalty Cross-sell and have more relevant contact with customers Lower operational costs due to self-service Achieve cost savings to operate at competitive price levels

9 Our roadmap: marketing & distribution Marketing & Distribution Proposition Claims ICT and Back-office

10 Our roadmap: marketing & distribution Marketing & Distribution Proposition Claims ICT and Back-office Digital Acceleration Use of digital footprints of processes Omni-channel Use of social media Real-time marketing Digital Innovation 360 view of customer Low level segmentation, personalised and more relevant Text mining and speech analytics

11 Our roadmap: proposition Marketing & Distribution Proposition Claims ICT and Back-office Digital Acceleration Online real-time use of analytics Dynamic content increasing relevance of digital contact Digital Innovation Customer engagement, value and pricing Use of data and IoT Usage based insurance

12 Our roadmap: claims Marketing & Distribution Proposition Claims ICT and Back-office Digital Acceleration Fraud detection Call and claim routing Digital Innovation Connected world car, home data used for prevention and improved servicing Predictive modelling for advising and claim handling

13 Our roadmap: ICT and Back-office Marketing & Distribution Proposition Claims ICT and Back-office Digital Acceleration Reduction of data redundancy, improvement of data quality Agile analytics capabilities Lower IT costs due to standardisation and continuously declining cost of storage and CPU power Digital Innovation Digital 3rd party integration Digital/cyber security and privacy Dynamic plug & play sourcing

14 Big data programme starting to make an impact at Achmea Insights Impact Innovation Marketing Intel. Cockpit CEV in action People Proces Data Technology Academy, big data pilot projects Impact is preceded by insight and innovation Insights must by actionable and make an impact Innovation will make an impact in future, one year ahead and further on People, process, data and technology People: community data analysts and cooperation with universities Process: agile, reusable approach resulting in actionable analytics; strict data governance processes for accessing and using data Data: creation of uniform data platform for structured and unstructured data Technology: standardisation of IT tooling and challenging new technical innovations

15 Commercial Financial Health Non-life Life IT systems HR Operational Unlocking data from different disciplines is key in making an impact; Generic Object Layer Health Non-life Life & pensions limits exist, however Privacy and data governance All data is secure and access is controlled Coordination of definitions and usage of common or corporate data Compliance with legislation; reputational risks No commercial use of data outside Achmea For research purposes, data is always made anonymous Shared interest Recruitment and training programmes Governance, policies, IT infrastructure Exchange of knowledge, best practices

16 Our pathway to big insights and big impact BIG insights en BIG Impact Basic analytics Data governance in place General IT environment defined and migrations started Technical pilot projects Digital capability, education, collaboration BIG Data Standardisation and rationalisation of corporate data items Life-cycle management infrastructure and software Migration of all BI environments to strategic platforms Technical and business pilot projects Digital capability: recruitment of data analysts, collaboration with universities Effective response to triggers in customer journeys. Lower churn, higher conversion rates Campaign and pricing based on customer engagement value Lowering of claims ratio due to insight into variation handling, fraud analysis and prevention Fact-based and direct / daily operational performance management (lean) Agility and higher productivity, resulting in new insights and analytical models New service propositions based on data

17 Contents Introduction Our approach Our practice

18 Achmea uses big data to enhance both commercial and underwriting performance Pricing desk Pricing based on data analysis using analytical tools is now used in the consumer non-life business (CBA and FTBO) Customer value model Optimisation of commercial success based on customer behaviour and loyalty Geodata Application of insights based on analysis of geographical data in claims processing and in the sales process Text mining and speech analysis A proof-of-concept project conducted by a multidisciplinary team should soon produce useful results in the area of text mining and speech analysis

19 Geoanalysis enables creation of new propositions Distance from repair shop as input for analysis Clients Repair shops Aerial and side elevation photos Detailed analyses. Every year tens of thousands of inspections are performed from workstations and fraud is detected by means of built-in timeline analyses Geographic analyses Visualisation based on postcode, socio-demographic level, etc. GIS applications Geo view of the customer Geospatial analytics Calculations based on the geographical position or distance from high-risk objects (gas pipeline, high voltage network, etc.)

20 Text data are an additional source of information Various uses To be used for incoming mails (call centres) for subject recognition and for tagging messages To help spot trends and frequently asked questions Used for social media sentiment analysis

21 Visualisation and analysis of processes Based on timeline Transactions are visualised in a timeline of activities Lean principles, such as getting it right first time, avoiding irrelevant steps and reducing waste, are more easily identified Data is collected directly from systems (e.g. by means of log files) Usage All processes with multiple touch points, with the aim of improving the quality of service and lowering handling time and costs

22 Data analysis (data mining) provides new insights Supported by the growth of available data, computing power and advanced techniques for modelling and visualisation Usage Predictive models of workforce planning Pricing and customer segmentation models Probability model for possible cases of fraud Speeding up root cause analyses

23 Big data is a prerequisit for many financial and qualitative objectives Name Qualitative Estimated financial impact Rationalisation of BI application landscape Concluding insurance becoming a customer: models focused on earlier detection of triggers in customer journey and effectiveness of using affiliates Being a customer: good view of the customer and analyses provide input for personalised service and customer dialogue also focused on credit management process Usage: for fraud prevention, non-life procurement and management of repair services based on advanced data analyses There are millions of customer contact moments in the customer journey. In the migration to digital customer services, a great deal of analysis has focused on the customer journey and the volume and quality of customer contact moments online, through calls, by and by post Lean-based performance improvements, supported and accelerated by digital footprint in systems and big data visualisations Improved data quality, compliance with rules and regulations, data governance and accelerating time to market Focus on churn, NPS and conversion rate and costs of online marketing budget (affiliates) NPS, reducing claim settlement costs and reducing receivables Reducing fraud also enhances reputation and compliance Optimisation of NPS, guiding change to digital, removal of unnecessary customer contact moments through calls and other channels Improved insight into process of drilling down to root causes; more things right first time, handling time, lapses IT cost saving of more than 15% for BI Significant increase in customer engagement value, and pricing as percentage of premium Fall in operating cost and in level of outstanding receivables Decrease in number of claims or amount per claim > 10% waste calls identified and to be avoided Ongoing improvement and lower operating cost

24 Conclusions. The constant growth in digital devices and their use has led to the exponential growth in data The growth in data gives Achmea the opportunity to understand the needs of customers better and offer them better products and services Achmea has defined the roadmap to be implemented. Governance, IT infrastructure and data provisioning are centralised for compliance reasons, supporting re-use across divisions and cost-effective investments Impact follows insights and innovations. Many examples of this are already in place at Achmea. Impact is the starting point for pricing and customer value, fraud analysis and lean-driven efficiency improvements. We use our data (including NPS) to improve customer service This is why we are expanding our understanding of data in general and big data in particular Thank you for your attention

25 Improving customer service with data 19 may 2015 Maarten Jonker Leiden

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