Benefits of Using Data Analytics in the Insurance Business

CIO Review APAC | Tuesday, September 07, 2021

Data analytics gives insurers a way to better understand their customers and build better products and services to meet their demands. 

FREMONT, CA: To assess a risk and estimate the chance of that risk recurring in the future, the insurance industry has typically relied on historical data. Data is collected at every touchpoint of the consumer buying journey due to digitalization and the use of digital technology across insurance business processes.

Insurers now have access to a massive amount of data, including real-time data, that they may use to supplement past data and better understand the risk or customer they wish to do business with. Insurers may use data analytics to extract deep insights from their data, which they can then use for their processes, products, and services to increase business value across the insurance value chain.

Forward-thinking insurers embrace data analytics, AI, and machine learning to make better business decisions faster, offer novel products and services, and improve business outcomes. Let's take a deeper look at some of the creative methods to use data analytics in the insurance industry:

Design Customized Products

In today's competitive insurance business environment, customer-centricity is critical. Today's customers want every product and service to be customized and fitted to their specific requirements. Data acquired about the customer can be publicly available or collected from points of engagement with the carrier. It can help determine the needs and preferences of those customers.

Natural Language Processing (also known as text analytics), for example, can create data engines that search many social media platforms and review websites, and create their digital content, to analyze and comprehend what an insurer's consumers are stating.

Improve Customer Service

The capacity to provide excellent customer service will have a multiplied impact on client loyalty and retention. Customers today expect customer service throughout the day and instant gratification. Insurance businesses may react to consumer inquiries instantly with appropriate automated responses through chatbots due to an effective analysis of customer purchase and behavioral data.

Chatbots can offer contextually relevant insights, educate customers on process flows, compare policies, and recommend appropriate insurance products in addition to answering customer queries. Data and analytics are used to power the conversational chatbots, which deliver personalized experiences, new product quotes, and are even programmed to handle a customer's insurance claims.

Implement Targeted Marketing Strategies

Various new marketing strategies, like emails, texts, social media, and apps, are being used to appeal to and engage potential customers due to the rise of digital media. This customized marketing method not only keeps insurers competitive but also provides financial motivation.

AI-powered data analytics can assist insurers is becoming more proactive, personalized, and targeted in their marketing activities. Insurers can use data analytics to improve the efficacy of their marketing initiatives by using a focused marketing approach. 

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