2020年全球保险报告(完整文档)

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  E x e c u t i ve s um ma r y

 A l m o s t

 e v e r y o n e

 i s

 d i g i t a l

 • D igi t a l

 ad opt ion

 i s

 no

 l on ge r

 a

 f u nc t ion

 of

 a ge b u t

 i s

 no w

 m a in s t r e a m

 ac r o ss

 gene r a t ion s .

 –

 P r o l o ng e d

 c o r o n a v i r u s

 l o c k do w n s

 in

 2020 a r e

 f o r c ing

 uni v e r s a l

 l e a r ning

 a n d

 e x t e n s i v e

 u s e

 o f

 d igi t a l

 c h a nn e l s f o r

 d a y - t o - d a y

 t r a n s ac t i o n s .

 E v e r y o n e

 i s

 d igi t a l

 m a y

 s oo n

 b e c o m e

 a

 g l ob a l

 s l o g a n

 • T w o

 o v e r a r c hing

 f ac t o r s

 d e fi n e

 c u s t o m e r

 b e h a v i o r

 w h e n

 i t

 c o m e s

 t o

 b u y ing

 in s u r a n c e

 –

 s o c i a l

 m e d i a

 b e h a v i o r

 a nd

 s hopp ing

 pr e f e r ence s .

 • T h e

 n e w

 t r u s t

 e q u a t i o n

 –

 T od a y ’ s

 c u s t ome r s

 t r u s t

 on li ne r e s e a r c h

 a nd

 s o c i a l

 me d i a

 t e s t imoni a l s

 f r om

 f r i e nd s

 o v e r

 br ok e r / a ge n t

 ad v i c e a nd

 f ee l

 pr e p a r ed t o

 m a k e

 i nde p e nde n t

 po li c y

 p u r c h a s e

 d e c i s ion s

 –

 C u s t o m e r s

 a r e

 in c r e a s ing l y

 w i ll ing

 t o

 b u y

 in s u r a n c e

 f r o m

 n o n - t r a d i t i o n a l

 fi r m s

 s u c h

 a s

 B ig T e c h s

 o r

 p r od u c t

 ma nu f ac t ur e r s

 ( e g .,

 T e s l a )

  H a v e

 i t

 y o u r

 w a y

 –

 hy pe r - pe r s o n a l i ze d, e x pe r i e n c e - l e d

 e n g a g e m e n t

 i s

 c r i ti c a l

 • T o

 e ff e c t i v e l y

 e ng a g e

 w i t h

 t od a y ’ s

 k n o w l e d g e - e m po w e r e d

 po l i c y h o l d e r s ,

 in s u r e r s

 mu s t

 p r i o r i t i z e :

 –

 t h a t

 s ui t

 e v o l v ing

 n ee d s

 a n d

 p r e f e r e n c e s

 ac r o ss

 t h e

 c u s t o m e r

 l i f e c y c l e

 –

 w h e n

 c u s t o m e r s

 a r e

 l i k e l y

 t o

 p e r c e i v e

 in s u r a n c e

 t o

 b e

 v a l u a b l e ;

 p r e d i c t

 c u s t o m e r s ’

 l i f e

 s i t u a t i o n s

 a n d

 o ff e r

 c o v e r a g e

 w h e n

 t h e y

 n ee d

 i t

 m o s t

 –

 t h a t

 c u s t o m e r s

 p r e f e r

 a n d

 acc e ss

 m o s t

 • D o

 in s u r e r s

 o ff e r

 e x p e r i e n c e - l e d

 e ng a g e m e n t

 b a s e d

 o n

 w h a t

 c u s t o m e r s

 w a n t ?

 –

 S u r p r i s ing l y ,

 h a l f

 o f

 t h e

 in s u r a n c e

 e x e c u t i v e s

 in t e r v i e w e d

 s a i d

 p r od u c t

 fi t

 w a s

 n o t

 n e c e ss a r i l y

 c r i t i ca l

 t o

 e x p e r i e n c e - l e d

 e ng a g e m e n t

 –

 M o s t

 fi r m s

 l ac k

 a d e q u a t e

 t oo l s

 a n d

 t e c hni q u e s

 t o

 h e l p

 t h e m

 un d e r s t a n d

 a n d

 p r e d i c t

 w h e n

 t o

 p u s h

 a ppr op r i a t e

 pr od uc t s

 –

 L e ss

 t h a n

 30 %

 o f

 in s u r e r s

 c o n s i d e r

 o n l in e

 c h a nn e l s

 –

 w e b s i t e

 a n d

 m ob i l e

 a pp s

 –

 t o

 b e

 e ff e c t i v e

 s a l e s

 d r i v e r s ,

 w hi l e

 m o r e

 t h a n

 60 %

 s a i d

 a g e n t / b r o k e r

 c h a nn e l s

 s e ll

 po l i c i e s

  S upe r -c h a r g e d,

 r e a l - ti m e

 d a t a

 c a n

 f u e l

 i ns u r e r

 l i f t

 o ff

 • R e a l - t im e

 c u s t o m e r

 d a t a

 i s

 p ac k e d

 w i t h

 v a l u a b l e

 d e t a i l s

 t o

 h e l p

 in s u r e r s

 g a in

 ac t i o n a b l e

 in s igh t

 in t o po li c y ho l de r

 pr e f e r ence s

 t h a t

 ca n

 pr op e l

 e ng a geme n t

 t o

 t he ne x t

 l e v e l .

 • B a s e d

 o n

 c u s t o m e r

 d a t a ,

 in s u r e r s

 ca n

 r e v i s i t

 t h e i r

 po r t f o l i o s

 w i t h

 a

 k ee n

 e y e

 o n

 p r od u c t s

 t h a t

 acc o mm od a t e

 c u s t ome r s ’

 c u rr e n t

 ne e d s

 a nd

 high

 de m a nd

 f or

 u s a ge - b a s ed in s u r a nce .

 • M e a ning f u l

 d a t a

 min e d

 f r o m

 a ll

 po l i c y h o l d e r

 t o u c h po in t s

 ca n

 h e l p

 fi r m s

 m a p

 t h e

 c u s t o m e r

 j o u r n e y

 t o

 e nh a n c e o ff e r ing s

 a n d

 p r o m o t i o n a l

 t iming .

 • A

 h y b r i d

 b l e n d

 o f

 d igi t a l

 a n d

 e m o t i o n a l

 c o nn e c t i o n

 o ff e r s

 a

 b a l a n c e d

 a pp r o ac h

 t o

 p e r s o n a l i z e d

 e ng a g e m e n t .

 • A l t h o ugh

 t od a y ’ s

 c h a ll e ng e s

 m a y

 a pp e a r

 d a un t ing ,

 in c um b e n t s

 a r e

 n o t

 a l o n e .

 N o w

 i s

 t h e

 t im e

 f o r

 in s u r e r s

 t o e m b r ac e

 t h e

 op e n

 e c o s y s t e m

 a n d

 t o

 c o ll a bo r a t e

 a t

 s ca l e

 w i t h

 m a t u r e

 I n s u r T e c h s

 a n d

 t hi r d - p a r t y

 s p e c i a l i s t s

 t o d e v e l op

 inn o v a t i v e

 s o l u t i o n s

 a n d

 e n a b l e

 q ui c k

 m a r k e t

 l a un c h e s .

  4

 W o r l d

 I n s u r a nc e Re po r t

 2020

 e v er y o n e

 i s

 d i g i t a l

 W h e n

 y o u

 h e a r

 t h e

 t e r m

 ,

 w h a t

 do

 y o u e nv i s i o n ?

 Y o ung

 p e op l e

 u s ing

 s m a r t p h o n e s

 t o

 po s t s e l fi e s

 a n d

 s h a r e

 c o mm e n t s ?

 O r

 80 - s o m e t hing s do min a t ing

 I n s t a g r a m

 a s

 s e ni o r

 in fl u e n c e r s ?

 A r o un d

 70 %

 o f

 b a b y

 boo m e r s

 in

 t h e

 U ni t e d

 S t a t e s u s e d

 s m a r t p h o n e s

 in

 2019 ,

 a n d

 a bo u t

 60 %

 u s e d

 s o c i a l m e d i a .

 F o r

 G e n

 X

 a n d

 mi ll e nni a l s ,

 t h e

 num b e r s

 w e r e 90 %

 a n d

 93 %

 f o r

 s m a r t p h o n e

 u s e

 a n d

 76 %

 a n d

 86 % f o r

 s o c i a l

 m ed i a,

 r es pect i v e l y . 1

 S o ,

 w h a t

 do e s

 t hi s

 m e a n ?

 I t

 m e a n s

 t h a t

 d igi t a l adopt ion

 i s

 no

 l on ge r

 a

 f u nc t ion

 of

 a ge b u t

 h a s b e c ome

 m a in s t r e a m

 ac r o ss

 gene r a t ion s .

 R e s po n s e s

 t o

  C a p g e mini

 c u s t o m e r

 s u r v e y s

 ( a s

 p a r t o f

 r e c e n t

 W o rl d

 I n s u r a n c e

 R e po r t s )

 i ll u s t r a t e

 t hi s phe nomenon .

 W hi l e

 i t ’ s

 no t

 s u r pr i s ing

 t h a t

 mor e

 a nd m o r e

 mi ll e nni a l s

 u s e

 d igi t a l

 c h a nn e l s

 a s

 p a r t

 o f

 d a i l y l i f e ,

 i t

 i s

 n o t e w o r t h y

 t h a t

 p r e c e d ing

 g e n e r a t i o n s

 h a v e n o w

 ca ugh t

 u p

 ( F igu r e

 1 ) .

  G e n

 X

 a n d

 p r e v i o u s

 g e n e r a t i o n s

 h a v e

 r e a l i z e d

 t h a t d igi t a l

 c h a nn e l s

 a r e

 c o nv e ni e n t

 a n d

 e a s y

 t o

 op e r a t e

 – a n d

 h a v e

 b r o a d l y

 e m b r ac e d

 t h e i r

 u s e .

 T h e

 i rr e s i s t i b l e a pp e a l

 o f

 c o nv e ni e n t l y

 acc e ss ing

 s e r v i c e s

 24 / 7 e r od e d t he gene r a t ion a l

 d igi t a l

 d i v i de a nd

 d r o v e

 mob i l e

 a pps

 a nd

 on li ne c h a n ne l s

 m a in s t r e a m

 f or

 d a y - t o - d a y

 e ng a g e m e n t

 b y

 ju s t

 a bo u t

 e v e r y o n e .

 T h e

 c r um b l ing

 o f

 t h e

 d igi t a l

 d i v i d e

 a n d

 c r i t i ca l

 e v e n t s in

 t h e

 p a s t

 f e w

 d e ca d e s

 t h a t

 h a v e

 s h a p e d

 t h e

 s o c i o - e c o n o mi c

 s c e n a r i o

 o f

 t od a y

 a r e

 t h e

 k e y

 r e a s o n s

 w h y

 a ll

 a g e

 g r o u p s

 h a v e

 b e gun

 t o

 a dop t

 a

 mi ll e nni a l min ds e t

 ( p e r s o n a l it y

 dim e n s i o n s

 in c l uding

 us e

 o f d igi t a l

 c h a n ne l s ,

 on li ne s hopp ing ,

 a

 p enc h a n t

 f or

 t he s h a r ing

 e c onom y ) .

 In

 s hor t ,

 t he mi ll e nni a l

 mind s e t

 h a s t r ans c e n d e d

 age .

 M o r e o v e r ,

 a s

 p r o l o ng e d

 C O V I D - 19 v i r u s

 l o c k do w n s f o r c e

 p e op l e

 t o

 l e a r n

 a bo u t

 a n d

 e x t e n s i v e l y

 u s e

 d igi t a l c h a nn e l s

 f o r

 d a y - t o - d a y

 t r a n s ac t i o n s

 –

 i rr e s p e c t i v e

 o f

  Figure

 1.

 Customers

 frequently

 doing

 transactions

 online

 or

 via

 mobile

 app

 (%),

 2018–2020

 Millennials

 Gen

 X

 or

 older

 (

  Note:

 We

 analyzed

 customers’ use

 of

 websites/mobile

 apps

 to

 purchase

 electronics, clothes, food/groceries,

 or travel-related

 or

 entertainment

 services,

 or

 to

 pay

 bills,

 transfer

 money, or

 make

 investments. Source:

 Capgemini

 Financial

 Services

 Analysis,

 2020;

 Capgemini

 Voice

 of

 the

 Customer Survey,

 2018,

 2019,

 2020.

 1

  P e w

 R e s e a r c h

 C e n t e r ,

 “ Mi ll e nni a l s

 s t a n d

 o u t

 f o r

 t h e i r

 t e c hn o l o g y

 u s e ,

 b u t

 o l d e r

 g e n e r a t i o n s

 a l s o

 e m b r a c e

 d igi t a l

 l i f e , ”

 E mi l y

 A .

 V o g e l s ,

 S e p t e m b e r

 9 ,

 2019 ,

 ht t p s : // www . p e w r e s e a r c h . o r g / fa c t - t a n k / 2019 /0 9 /0 9 / u s - g e n e r a t io n s - te c hn o l o g y - u s e / .

 5

  C h i e f

 I n f o r m a t i o n

 a n d

 S t r a t e g y

 O ffi c e r ,

 a g e

 o r

 t e c h - s a vv in e ss

 –

 t h e

 d igi t a l

 d i v i d e

 w i ll

 n a rr o w eve n

 f u r t h e r .

 m a y

 s oo n

 b e c o m e

 a g lo b a l

 s lo g a n .

 I f

 a ge a nd

 t e c h - s a vv i ne ss

 a r e

 no

 l on ge r

 c o n s u me r d i ff e r e n t i a t o r s ,

 w i ll

 t h e

 c u s t o m e r

 p r e f e r e n c e

 c u r v e b e

 fl a tt e n e d ?

 N o t

 l i k e l y .

 W hi l e

 o n l in e

 r e v i e w s

 a n d r a t ing s

 in fl u e n c e

 a r o un d

 60 %

 o f

 p u r c h a s e

 d e c i s i o n s , a bo u t

 40 %

 o f

 s h opp e r s

 s t i ll

 s ee k

 in p u t

 f r o m t r a d i t i o n a l

 s o u r c e s

 s u c h

 a s

 s a l e s

 s t a ff ,

 a g e n t s ,

 a n d b r o k e r s .

 A r o un d

 40 %

 o f

 c u s t o m e r s

 a r e

 w i ll ing

 t o

 p a y m o r e

 f o r

 a

 fi r m’ s

 b r a n d

 n a m e ,

 b u t

 a pp r o x im a t e l y 60 %

 pr e f e r

 v a l ue - f or - mone y

 a nd

 w i ll

 b u y

 f r om

 a l e ss e r -k no w n

 br a nd .

 A n d

 t h a t ’ s

 w h y

 i t

 i s

 e ss e n t i a l

 f o r

 in s u r e r s

 t o

 d e t e r min e po l i c y h o l d e r s ’

 dist ingui s hing

 c h a r ac t e r i st i c s ,

 b eyo n d t e c h - s a vv in e ss ,

 t o

 s e gm e n t

 acc o r d ing l y ,

 a n d

 t o

 m o r e f u ll y

 u nde r s t a nd

 t he d y n a mi c s

 o f

 t he c u s t o me r

 b a s e .

  Wh a t ’ s

 a g e

 g o t

 t o

 d o

 w i t h

 i t ?

 O n l i n e

 a c ti v i t y ,

 sho pp i n g

 p r e f e r e n c es in d i c a t e

 in s ured

 b eh a v i o r

 We

 a n a l y z e d

 c u s t o...

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