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The Importance of Data Ethics in Insurance

4 minutes, 38 seconds read

In a world where digitization is rapidly making its way into our everyday life, challenges come as an add on package. Amongst many others, Data and Privacy are the most raised concerns. Be it any sector, consumers need assurance that their data is safe with the company. Insurance is one of the sectors that banks highly sensitive data of its customers. Data breaches, wrongful processing of customer data, using the personal information of customers without consent, etc. puts a dent in the company’s image. We have seen the scandal caused by the data breach at Facebook. 

In September 2018, Facebook announced that an attack on its computer network exposed the personal data of over 50 million users. According to Facebook, hackers were able to gain access to the system by exploiting a vulnerability in the code used for the ‘View as’ feature. The attackers stole the ‘access tokens’, which took over the user’s accounts and got access to other services. 

The need for data protection in Insurance

‘Trust’ is an essential part of the Insurance industry, failure of which can lead to loss of customer loyalty and subsequently loss of business. Insurance companies need to process customer data for calculating premiums, customized policies, claims, etc. 

In India, The Information Technology Act, 2000 (IT Act) and the Information Technology (Reasonable Security Practices and Procedures and Sensitive Personal Data or Information) Rules, 2011 (SPDI Rules) set out the general framework for data protection. However, given the nature of the Insurance business and intermediaries, the Insurance Regulatory and Development Authority of India (IRDAI) has prescribed an additional framework for the protection of policyholder information and data, which Insurers need to follow in addition to the general framework under the IT Act. 

As India moves towards digitization, the IRDAI and IT Act are not enough to ensure proper compliance of data. The nation needs a comprehensive Data Protection law along with a governing body to oversee the implementation of the law. A draft of the Data Protection Bill was introduced in July 2018 which later was tabled on 11th December 2019 by the Indian Parliament. However, the Bill is being analyzed by a Joint Parliamentary Committee (JPC) in consultation with various groups. Indeed a groundbreaking step for our country, but it might have dangerous implications. The bill gives power to the government to access customers’ private data or government agency data on grounds of sovereignty or public order. 

The question is that will the government adhere to data ethics while processing this private data? The answer is unknown, but this step puts Insurance companies and TPAs under pressure to take steps towards data protection.

How can Insurers ensure data ethics

To ensure the privacy of customers and use data effectively, Insurers and intermediaries can adhere to the following measures-

Implementing risk management and IT security policies

Insurance is the most targeted industry by hackers. Also, with a lot of mobile workforce handling portable devices, monitoring data can be challenging. Companies need to protect data on the endpoint. The software should be installed on the systems directly and encrypting the data on portable devices such as USBs and hard drives. Growing risks in cybersecurity increased demand for Cyber Insurance policies. Cyber Insurance products are another such medium which helps in mitigating risks in the event of a cyber attack or a breach. 

According to a report by Data Security Council of India on Cyber Insurance in India, the Cyber Global Insurance market is prone to grow from a CAGR of 27% from 4.2 Bn to 22.8 Bn from 2017 to 2024. Insurers can also take measures such as setting-up internal policies and regular audits to keep a check on the data compliance. 

Consent mechanism for using policy holder’s data

A company might need data for internal purposes such as upgrading services for its customers. In such cases, companies should mention the purpose and set-up a proper mechanism for taking consent. Insurers can also give a status update on the project for which they used the customer data to keep the trust factor intact.

Using data-centric technologies

Human errors are unavoidable. But a second step validation can be set-up using disruptive technologies such as quantum computing, blockchain, Artificial Intelligence. These technologies not only ensure data security but also help in utilizing the customer data most efficiently.

[Related: 5 Proven Strategies to Break Through the Data Silos]

Ensuring transparency with customers.

In the event of a data breach, the company must inform the customers and take steps to contain the damage. In 2014, Anthem Healthcare was attacked which led to a data breach. They immediately sent out alerts to their customers informing of the possibility of their data leak. Subsequently, they also informed the media after 8 days. Furthermore, they contacted the FBI regarding the attack and hired Mandiant, a cybersecurity firm to assess the level of damage. As an essential part of data ethics, it is equally important to own the mistake and take appropriate measures.

[Related: AI in Insurance: Takeaways from AI for Data-driven Insurers Webinar]

Merits of the case: data ethics in Insurance

Data breaches can occur due to superficial monitoring of data flow; lack of accurate privacy design; poor internal audits; failure in conducting resistance tests; use of outdated security systems. 

The present crisis of COVID-19 has made data all the more vulnerable. As many employees are working from home, data security compliance has been an issue. Data protection bills and authority can act as watchdogs in the Insurance sector to avoid breaches. The Insurance sector should not see the law as a burden for additional compliance but rather an opportunity for long term customer trust. 

If you want to know more about the importance of data, and how to prevent data loss in other organizations that provide financial services, do read Financial services businesses must protect PII. DLP can help.

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The Human Touch in a Digital World: Why Personalization is Key to a Winning CX Strategy in the US

Welcome to a world of customer experience evolution where technology and humans sync fluidly, to create harmonized personalized interactions. In the throbbing epicenter of the US innovation realm, the quest for customized experiences is the pivotally driving force. Come along on the expedition through CX, as we unveil the mystery of how we can make the connection between the digital era and hearts and minds. The United States is recognized as one of the most dynamic markets in the world. Thus, this is an opportunity for businesses to decipher what consumers are looking for and how they can use personalization to gain a competitive advantage in a highly competitive space.

The Evolution of Customer Expectations

customer experience

As technology continues to advance at a rapid pace, customer expectations are evolving accordingly. According to a recent report by Epsilon, 80% of US consumers are more likely to make a purchase when brands offer personalized experiences. This indicates a clear shift in consumer behavior towards expecting tailored interactions that cater to their individual needs and preferences.

Strategizing Amid Digital Evolution

While digitalization revolutionizes business operations and customer interactions, it also poses a nuanced challenge. Companies leveraging automation and AI must balance efficiency gains with maintaining the human touch crucial for meaningful customer connections.

  • Loss of Human Touch: The reliance on automation and AI may lead to a depersonalized customer experience, where interactions feel scripted and devoid of genuine empathy.
  • Customer Disconnect: In the pursuit of efficiency, businesses may inadvertently overlook the individual needs and preferences of their customers, resulting in a disconnect between the brand and its audience.
  • Risk of Alienation: Failing to strike the right balance between technology and humanity can alienate customers, leading to decreased loyalty and trust in the brand.

Balancing technological innovation with a human-centric approach is essential to avoid alienating customers in this rapidly evolving digital landscape.

Understanding the US Market Dynamics

The US market is known for its diversity, both in terms of demographics and consumer preferences. What resonates with one segment of the population may not necessarily appeal to another. Therefore, a one-size-fits-all approach to CX is no longer viable. According to research by Forrester, 77% of US consumers have chosen, recommended, or paid more for a brand that provides a personalized service or experience. Businesses operating in the US must adopt a nuanced understanding of their target audience and tailor their CX strategies accordingly to foster genuine connections.

The Power of Personalization

Personalization empowers businesses to cut through the noise of mass marketing and deliver relevant, timely experiences that resonate with individual customers. By leveraging data analytics and AI technologies, companies can gain deeper insights into customer behavior and preferences, allowing them to anticipate needs and personalize interactions at every touchpoint. According to a survey conducted by Accenture, 91% of US consumers are more likely to shop with brands that recognize, remember, and provide relevant offers and recommendations.

Companies like Netflix and Amazon are way ahead when it comes to offering personalized cx to their consumers. They are constantly capturing the user behavior to understand their customer’s intent and interests and recommending the products based on the data. To meet today’s customer expectations, insurance, and healthcare firms are also leaving no stone unturned. 

  • We worked with an insurance arm of India’s largest public sector bank- SBI General Insurance to harness the power of personalization, tailoring every interaction to the unique needs and preferences of each individual customer. 
  • We partnered with Manipal Hospitals to create a personalized experience not just for the patients but also for clinic staff and doctors by developing a comprehensive suite of hospital management systems. 

Building Trust and Loyalty

In an era plagued by data privacy concerns and information overload, earning and maintaining customer trust is paramount. Personalized experiences demonstrate that businesses value their customers as individuals rather than mere transactions. This, in turn, fosters loyalty and encourages repeat business, driving long-term success and sustainable growth. According to Salesforce, 52% of US consumers are likely to switch brands if a company doesn’t personalize communications to them. (Click here to explore this blog and delve deeper into how CX innovation fosters trust and cultivates loyalty.)

Overcoming Challenges

Navigating the path to personalized customer experiences is fraught with challenges, but with proactive strategies and innovative approaches, businesses can overcome these hurdles. Here are some key tactics to surmount the obstacles:

  • Data Governance and Compliance: Implement robust data governance frameworks to ensure compliance with evolving privacy regulations such as GDPR and CCPA.
  • Integration of Technology: Invest in integrated platforms and tools that enable seamless collection, analysis, and utilization of customer data across various touchpoints.
  • Customer Consent and Transparency: Prioritize transparency and seek explicit consent from customers regarding data usage, fostering trust and accountability.
  • Dynamic Personalization Models: Develop agile personalization models that adapt to evolving customer preferences and behaviors in real-time.
  • Employee Training and Empowerment: Provide comprehensive training programs to equip employees with the skills and knowledge necessary to deliver personalized experiences effectively.

By addressing these challenges head-on and embracing a culture of innovation and adaptability, businesses can unlock the full potential of personalized CX and differentiate themselves in a competitive market landscape.

Conclusion

In conclusion, the human touch remains indispensable in a digital world, especially when it comes to CX in the US. By prioritizing personalization and striking the right balance between digital innovation and human connection, businesses can differentiate themselves in a competitive landscape, build lasting relationships with customers, and drive sustainable growth in the long run. Embracing the power of personalization isn’t just a strategy; it’s a commitment to putting customers at the heart of everything you do. 

Ready to enhance your CX strategy? Contact us now to explore innovative solutions tailored to your business needs.

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