Celent Says

If You Build It, Will They Come?

Mike Fitzgerald
Insurance Experts' Forum, July 20, 2010

What is the link between improving service technology and improving sales incentives? This was the topic of a very insightful conversation that I recently had with an insurance CIO. It highlighted how interrelated the processes are in the insurance value chain. Investments can be made in one area, but if other, correlated areas do not receive attention, the benefits from the initial investment may be less than expected.

The two areas in question are policy administration and distribution management. This company has determined that the key to properly managing their profitability is the ability to change their mix of business in order to respond to market conditions. This strategic imperative led to a recent investment in best-in-class rating technology to increase the responsiveness of product updates, and the speed of new product introductions. The company also upgraded their BI and analytic capabilities, allowing their actuaries to develop new discounting and pricing methods.

The CIO shared that they were pleased with the resulting cycle time reductions and productivity increases. However, he reports that they only got the full benefits they sought after they updated their compensation system. They needed to be able to change incentives in line with product modifications in order to effectively modify their portfolio and manage profitability. In other words, they had to be able to give their distribution force a reason to sell the new products—not just deliver product changes.

This was a twist on the phrase, “If you build it, they will come,” and a reminder to be sure and consider the interplay between separate processes when evaluating investments. In constructing a product administration roadmap, an assessment of incentive management should be made. Incentive system upgrades may be necessary in order to fully benefit from administration enhancements.

This blog has been reprinted with permission from Celent.

Mike Fitzgerald is a senior analyst in Celent's insurance practice, and can be reached at mfitzgerald@celent.com.

Readers are encouraged to respond to Mike using the “Add Your Comments” box below.

The opinions posted in this blog do not necessarily reflect those of Insurance Networking News or SourceMedia.

Comments (0)

Be the first to comment on this post using the section below.

Add Your Comments...

Already Registered?

If you have already registered to Insurance Networking News, please use the form below to login. When completed you will immeditely be directed to post a comment.

Forgot your password?

Not Registered?

You must be registered to post a comment. Click here to register.

Blog Archive

Big Data Is Paying Off

Insurers are getting business benefit out of their big data projects, but these projects alone won't grow their business.

What Can Insurers Learn from Home Depot?

The latest cyber-attack highlights the importance of helping policy holders defend themselves.

Not Your Father’s Insurance Company

Carriers need to look at new and impactful ways to be there for their customers.

How to Attract Top Tech Talent

When it comes to rankings of the best places to work, insurers are few and far between. Here’s what those who make the lists do to appeal to IT professionals.

Watch Out. Apple with Mayo is Heading Your Way

From a health care, health insurance and Internet-of-things perspective, questions still remain.

New Generation of Data and Analytics in Cloud

Cloud-based data and analytics products are becoming more common among technology companies, small and midsize businesses and departments.