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Private & Confidential | Copyright 2011 @ 121advisor
21 July 2011
Insurance Application
Architecture
Insurance 2.0 : Multi-Channel Sales & Servicing
By Kevin Steer, CEO ofAETINS Sdn. Bhd.
& 121advisor
Private & Confidential | Copyright 2011 @ 121advisor
Multi-Channel Sales & Service :Insurance Application Architecture
21 July 2011Page 2
Social Web Technology Challenges
Integrating Social Web Solutions with Existing Back Ends
Social CRM – managing relationships
24x7 Insurance Application Architecture for the Social Web
Example : Integrating AETINS ISF with the Social Web
Critical Success Factors
Private & Confidential | Copyright 2011 @ 121advisor
Multi-Channel Sales & Service :Insurance Application Architecture
21 July 2011Page 3
Social Web Technology Challenges
Integrating Social Web Solutions with Existing Back Ends
Social CRM – managing relationships
24x7 Insurance Application Architecture for the Social Web
Example : Integrating AETINS ISF with the Social Web
Critical Success Factors
Private & Confidential | Copyright 2011 @ 121advisor
Social Web Technology Challenges
21 July 2011Page 4
24x7 Online Access• Customer Support• Multi-Channel Support
Security & Identity• Know Your Customers• Secured Access
Online Sales• E-Payment• User Experience
Campaign & Contests• Privacy Act• Monitoring Success
Customer Self-Service• Interactive Service Chat• Multi-Platforms Availability
Time-to-Market• Fast Product Release
Back-End Integration• Straight Through Process
Private & Confidential | Copyright 2011 @ 121advisor
Multi-Channel Sales & Service :Insurance Application Architecture
21 July 2011Page 5
Social Web Technology Challenges
Integrating Social Web Solutions with Existing Back Ends
Social CRM – managing relationships
24x7 Insurance Application Architecture for the Social Web
Example : Integrating AETINS ISF with the Social Web
Critical Success Factors
Private & Confidential | Copyright 2011 @ 121advisor
Integrating Social Web Solutionswith Existing Back-ends
21 July 2011Page 6
• User Ids: Agent & Customer sync – issue user Id, suspension• Handling anonymous user interactionSecurity
• Email, SMS, Chat, TelephoneCommunication
• Java, .Net, Open Source (PHP)Web Language
Support
• Back Ends, 3rd parties – point to point or central control?• Data standards – ACORD ? Who follows who?• XML Web Services, MQ Messaging, Direct Database access• EAI gateways
Connectivity
• Oracle, DB2, MS SQL Server, My SQLDatabase Support
• PCs, Tablets, Smart phones, Hand Phones (SMS)Device Support
Private & Confidential | Copyright 2011 @ 121advisor
Multi-Channel Sales & Service :Insurance Application Architecture
21 July 2011Page 7
Social Web Technology Challenges
Integrating Social Web Solutions with Existing Back Ends
Social CRM – managing relationships
24x7 Insurance Application Architecture for the Social Web
Example : Integrating AETINS ISF with the Social Web
Critical Success Factors
Private & Confidential | Copyright 2011 @ 121advisor
Social CRMManaging Relationships in the Social Web
21 July 2011Page 8
Plenty of Tools on the Market Portal frameworks provide Social
APIs to enable you to track Social interactions and tie them back to your customers and prospects
CRM vendors are enhancing their solutions to include tracking of Social Web Interactions
Google provides Google Analytics
Building & Using Social Profiles Friend Referrals Social Profiling: Lifestyle, Key
Events, Needs, Buying Patterns Risk Profiling: Underwriting Check Suspicious Claims Verification
Private & Confidential | Copyright 2011 @ 121advisor
Multi-Channel Sales & Service :Insurance Application Architecture
21 July 2011Page 9
Social Web Technology Challenges
Integrating Social Web Solutions with Existing Back Ends
Social CRM – managing relationships
24x7 Insurance Application Architecture for the Social Web
Example : Integrating AETINS ISF with the Social Web
Critical Success Factors
Private & Confidential | Copyright 2011 @ 121advisor
Hype Cycle for Life Insurance: Gartner Report (July 2009)
Social Web Systems readiness
Assessing your Technology Readinessfor the Social Web
21 July 2011Page 10
Private & Confidential | Copyright 2011 @ 121advisor
Social Web Technology Functionalities
Straight Through Processing (STP) Technology ComponentsGartner Report (December 2007)
Social WebReadiness?
21 July 2011Page 11
Private & Confidential | Copyright 2011 @ 121advisor
Time to Market – product configuration, testing and launch
24 x 7 Social Web Services
Security & Identity
Sales Automation
Enterprise Service Bus - SOA integration
Risk Management – identification & auto underwriting
Self-Service
Interactive Help
Customer Notification
Regulatory Compliance – privacy, security, risk
24x7 Insurance Application Architecturefor the Social Web
21 July 2011Page 12
Private & Confidential | Copyright 2011 @ 121advisor
Distribution & 3rd Party Partner Portals
Agent BrokerALC
Bancassurance
DirectTM
3rd PartyPortals
Internal Intranet Portals
BranchPortal
DepartmentalPortals
Head OfficePortal
Analytical Mgmt Dashboards
Front-End Services (24x7) via secure role based Web 2.0 Portal & Content Management Services
Business Services (24x7) exposed via Secure Enterprise Service Bus
Back-End Transaction & Audit Services + Data Warehouse Analytics
Lead Generation Customer ServicingSales Automation Contract Servicing Reporting Portal Admin
Business Rules Engines
Contract Admin Life Health General Takaful Family Health General Accounting System
Banking Integration
Business Intelligence
3rd Party Systems
BPM Workflow & Notification Social CRM 360° Client View Multi-Channel Management
Customer
Social WebSelf-Service
Product Configurator Contests Document MgmteAcademy & eLearning
Consumer Microsites
Social Media Marketing Sites
Direct Campaign
Marketing Sites
21 July 2011Page 13
24x7 Insurance Application Architecturefor the Social Web
Private & Confidential | Copyright 2011 @ 121advisor
Distribution & 3rd Party Partner Portals
Agent BrokerALC
Bancassurance
DirectTM
3rd PartyPortals
Internal Intranet Portals
BranchPortal
DepartmentalPortals
Head OfficePortal
Analytical Mgmt Dashboards
Front-End Services (24x7) via secure role based Web 2.0 Portal & Content Management Services (Mobile/Tablet/PC)
Business Services (24x7) exposed via Secure Enterprise Service Bus (XML Web Services /Messaging /SMS /email)
Back-End Transaction & Audit Services + Data Warehouse Analytics (real time & day-end/month-end batch processing)
Lead GenerationCampaigns &
Social Contests
Customer ServicingPayment / Receipt
Member Admin
Sales AutomationNeeds, Quote, SIS
eProposal, ePayment
Contract ServicingPolicy Servicing,
Funds, Claims
Reporting Dashboards& Analytics
Portal Admin Account RolesContent Mgmt
Business Rules Engines Ratings, Illustrations,
Auto-underwriting, Funds, Policy Services, Claims, RI
Contract Admin Life Health General Takaful Family Health General
Individual / Group Retail / Commercial Contract admin, Funds Management, Claims
Financials, Valuation, Reinsurance
Accounting System
Banking Integration
Business Intelligence Data WarehouseMIS Reporting &
Business Analytics
3rd Party Systems
BPM Workflow & Notification
Forms, Messaging
(Email, SMS, chat)
Social CRM 360° Client ViewCustomer & Partner role based accessConsumer Experience Mgmt Services
Campaign Data Mining - Social Profiling
Multi-Channel ManagementRecruiting, Agent Movement
Goal Setting, KPIsPerformance, Compensation
Customer
Social WebSelf-Service
Product Configurator Contests for consumers & channels Document MgmteAcademy & eLearning
Consumer Microsites
Social Media Marketing Sites
Direct Campaign
Marketing Sites
21 July 2011Page 14
24x7 Insurance Application Architecturefor the Social Web (in more detail)
Private & Confidential | Copyright 2011 @ 121advisor
Multi-Channel Sales & Service :Insurance Application Architecture
21 July 2011Page 15
Social Web Technology Challenges
Integrating Social Web Solutions with Existing Back Ends
Social CRM – managing relationships
24x7 Insurance Application Architecture for the Social Web
Example : Integrating AETINS ISF with the Social Web
Critical Success Factors
Private & Confidential | Copyright 2011 @ 121advisor
21 July 2011Page 16
Example: Integrating AETINS ISFwith the Social Web
Private & Confidential | Copyright 2011 @ 121advisor
21 July 2011Page 17
Example: Applying AETINS ISFto the Social Web
Separation of Back-Office & Front-Office• SOA Integration via XML Web Services• Reuse XML Web Services for Social Media Integration
Single Product Configuration for Front & Back Office Applications• Single test for back-end and online• Deploy to production and sync to Web Server• Simultaneous launch in back end and online
24x7 Online Sales Capability• Sync product rules run independently of Back-End
XML Web Services exposes product rules to web server• Social Web campaigns can use same web services as Banca and Agency channel
Web Applications (ISFBanca, ISFAgent)
XML Web Services used for • Sales Automation - Quotation, Illustration, eProposal• Policy & Customer Enquiry
Private & Confidential | Copyright 2011 @ 121advisor
Multi-Channel Sales & Service :Insurance Application Architecture
21 July 2011Page 18
Social Web Technology Challenges
Integrating Social Web Solutions with Existing Back Ends
Social CRM – managing relationships
24x7 Insurance Application Architecture for the Social Web
Example : Integrating AETINS ISF with the Social Web
Critical Success Factors
Private & Confidential | Copyright 2011 @ 121advisor
Be ready to react fast, if things do no
go according to plan• Consumers• Partners• Competitors
Speed
Critical Success Factors
21 July 2011Page 19
Know what you want to achieve before
engaging
Objectives
Time to Market “whatever you are thinking,
most likely has already been thought of or already applied
on the Social Web somewhere in the world”
You can be sure one of your competitors is thinking the
same
Time
Continuously monitor you Online Brand Reputation
Reputation
Ensure you have adequate resources to
manage your Social Consumers
They are Demanding and VocalWhen all else fails – use social media
Resources
Private & Confidential | Copyright 2011 @ 121advisor
An Experiment on the Social Web :Customer Service Works – Albeit It Slowly in Malaysia
21 July 2011Page 20
5th May 2011 posted on TM Facebook Wall – no response for months
5th May 2011 Tweeted Complaint @TMCorp – responded within hour
But Still… Service Delivered 5th July 2011 (2 months later)
Private & Confidential | Copyright 2011 @ 121advisor
CLOSINGREMARKS
21 July 2011
Private & Confidential | Copyright 2011 @ 121advisor
Example: Respond fast to Competitorsusing Social Media effectively
21 July 2011Page 22
An example of speed of response how using social media marketing impacts branding
vs
Watch First Video at http://www.youtube.com/watch?v=bVO8o_PKvVg
Watch Second Video at http://www.youtube.com/watch?v=J-Q6NBp8bCA
Private & Confidential | Copyright 2011 @ 121advisor
Know Your Competitor Before Responding – Making Your Own ‘Truth’ on the Social Web
21 July 2011Page 23
Private & Confidential | Copyright 2011 @ 121advisor
THANK YOUWeb : www.121advisor.com | Email : mail@121advisor.com Tel: +60-3-7498-5212 | Fax: +60-3-7955-6363Follow Us : Facebook | Twitter | LinkedIn | YouTube | Webassurance.org BlogAddress : Suite 1208, Level 12 Amcorp Tower, Amcorp Trade Centre, No. 18, Persiaran Barat, 46050 Petaling Jaya, Selangor
21 July 2011