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Celent Says

5 Concerns Altering the Distribution Channel Landscape

Nicolas Michellod
Insurance Experts' Forum, July 29, 2010

My recent discussions with CIOs of general insurers in Europe have demonstrated that distribution remains an important topic. European insurers need to understand the changes affecting the distribution channel landscape, and build in appropriate supports to leverage them. Among others, I would recommend insurers to consider the following:

1. The direct channel requires an appropriate front end: To take advantage of the growing adoption of the direct channel, insurers have to emphasize low cost, highly automated flexible processes on a scalable platform. This goal can be best achieved through the implementation of open and flexible front-end systems facilitating interactions with potential customers, integrating modern communication tools for call center officers and allowing a high level of reactivity in terms of product, pricing and discount changes.

2. Communication with aggregators is key: With the growing adoption of online insurance, aggregators gain more importance, and insurers need to make sure that communication with them is optimal (for more on the importance of aggregators, read the following Celent report “The Perils of Success: Rethinking the Maturing Online Insurance Market in Europe, February 2010”). There are two alternatives that can be chosen from. The first one consists in letting online shoppers fully perform the purchasing process on aggregator’s websites. With this alternative, customers and quote data are transferred to insurers via XML files on a periodic basis either daily or weekly following a batch process agreed between the aggregator and the insurance company. The second alternative consists in directing shoppers automatically onto the insurance online platform to perform the last step of the buying process (the effective purchase of the insurance product and its payment). This alternative requires an instantaneous transmission of customer and quote data by aggregators to insurers. I consider the latter alternative to be preferable for online insurers.

3. Insurers need to improve integration of affinity and bank channels: Banks and affinity channels tend to deal with more complicated insurance products. They offer specific advice to customers through in-person meetings. To leverage the value generated by these types of channels, insurers need to implement relevant portals allowing management and process of sophisticated insurance products.

4. Use brokers and agents in specific customer segments: Brokers and agents still have an important role to play. However, it is important insurers use these channels for specific segments of customers requiring particular attention, products and services. To promote a frictionless communication with brokers and agents, I recommend insurers to implement sophisticated portals with rich functionality to provide point of differentiation.

5. Responding to multi-channel management: The changes affecting the distribution landscape make it more difficult for insurers to apply an efficient multi-channel management strategy. I believe insurers should prioritize sophisticated portals providing a single view of the customer based on service-oriented architecture (SOA) with a high level of automation. In addition, as the multi-channel environment evolves, it is important insurers implement all on a scalable infrastructure.

As the insurance distribution landscape is changing fast and drastically, I expect this topic to be part of the European insurer’s top priorities in the coming years.

This blog has been reprinted with permission from Celent.

Nicolas Michellod is a senior analyst in Celent's insurance practice, and can be reached at nmichellod@celent.com.

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

The opinions of bloggers on www.insurancenetworking.com do not necessarily reflect those of Insurance Networking News.

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The Outlook for Insurance Software Spend in 2010? More of the Same

Platform and infrastructure, software development customization and application maintenance are expected to garner the biggest spending increases.

Okay, the iPad is Pretty ... How Steve Jobs Gets Everyone so Excited

Wouldn't you love to have even a piece of that magic when you're pitching ideas for a new underwriting system or agency portal? Learn how.

Applying the Lessons of Lean to Today's IT Operations

The focus of lean IT is to put forth “a set of principles that says you are going to slow down in order to speed up.”

Solvency II and Asterix the Gaul

Actions by French insurers could trigger new rounds of discussions and delay the effective implementation of the Solvency II directive.

Why Bill Gates is Wrong about Online Learning

The tech icon says it will cost fewer dollars, but it can also subvert key relationships that make for success.

Better Than Being There: Insurer Immerses Itself in "Telepresence"

MetLife's new teleconferencing setup may have cost about $1 million, but it expects a double-digit ROI in travel savings.

Grappling With Indemnity Spend

Using technology, insurers can anchor claims at the first notice of loss to improve the fairness, accuracy, speed and consistency of claims.

Elegant Design Speaks For Itself

Several high-profile insurers incorporated elegant designs into service processes, and the impact on their market presence has been phenomenal.

Facebook Revelations Highlight Dangers of Social Media for Commerce

Everyday users worry about their privacy, so how much more should business users be concerned?

In an Era of Free Teleconferencing, Is There Still a Place for Face-to-Face Meetings?

For an industry built on trust and relationships, technology is beneficial, but there are still times when face-to-face contact is still important.

Insurers Ignore the Political Reality of Dealings with China

The industry considers salivating over the huge China market, but it does so at the expense of our security.

Which Windows Version to Run? Answer is Tied to Hardware Replacement

A LinkedIn discussion chain yielded a surprising array of responses from IT folks on this question.

Gartner's Not-Out-of-the-Realm-of-Possibility Predictions for the Decade Ahead

Internet marketing will be regulated by 2015, controlling more than $250 billion in Internet marketing spending worldwide. Outlandish? Maybe not.

Innovation in Sports Marketing

Insurers that tie themselves to major sporting events build brand by capturing eyeballs in an innovative way, not by trying to be "cute" with their sponsorships.

2010: The Year That Business Outcomes Drive Insurance Tech Buying

Instead of focusing on product features, insurers are focused on growing customer wallet share and capturing emerging customer segments, such as Gen Y’s. Tech vendors need to pay attention.

Introducing SOA's Latest Role Models

Two insurers prove that SOA has finally reached a stage of maturity that allows it to address real business problems.

The Problem with Data Storage: Way Too Much Information

The amount of data we have is growing faster than our ability to store it, and that spells trouble for enterprises.

Success is Customer Perception

IT departments sometimes fall into the trap of gauging success solely on project-management parameters or technological criteria, which isn't always the best measure.

Enhanced Security Makes Seagate Portable Hard Drive a Winner

“Faster” and “easier” are very appealing buzzwords, but “safer” is even better in the current security climate

Insurers and the Dawn of the “Social Age”

While still seen by many as a double-edged sword, social media helps insurers bring bring about innovation.

Mobile Computing: There Doesn't Have to be an App for That?

Going forward, insurers will be employing their existing Web application platforms for all manner of devices.

Act to Strengthen Cybersecurity Actually Threatens Business and Freedoms

As usual, the federal government chooses a sledge hammer to swat a fly, which means we all get squashed.

Ten Years After: How the Y2K Issue Changed Us

The Y2K "crisis" spawned major shifts in the IT landscape that are still felt today... what might tomorrow bring?

What Will 2010 Bring? Not as Much as Some Hope

Many of us are trying hard to see positive trends for the coming year, but employment remains the only meaningful bellwether of change.

Things We’d Like to See: An Insurer’s Christmas Carol

What to their wondering eyes did appear? Probably not what they were hoping for.

Survey: Execs Say IT Helped Them Through Economic Crisis

A McKinsey & Co. study finds 55% of execs say current performance in providing basic IT services is very or extremely effective, but only 21% are happy with IT's ability to add value to the business.

It's What We Don't See

Many times, insurers don’t look closely enough at all available data and information to see clearly, and lose out on opportunities as a result.

Search Adds Another Log to the Channel Conflict Fire

Search is now generating thousands of new policies for agents and carriers, making it an indispensable part of their marketing strategy.

Despite Climategate, Nations and Media Remain Delusional on “Global Warming”

OK, so some prominent global warming acolytes have been rigging the numbers; let’s just pretend that didn’t happen.

When it Comes to Electronic Messaging, Generation Gap Emerges

Survey results show younger generation more open to being approached via non-traditional channels.

That Giant Sucking Sound: Technology too Complex to Be Useful?

Businesses need working solutions to their problems, and spending capital on all the latest bells and whistles is not the answer.

PC Market Rebound: Green Shoots of Recovery or Irrational Exuberance?

Sources say personal computer sales will increase in the commercial sector, but where will the money come from, and who will use them?

A Medical Mystery

Fresh thinking and innovation is needed in the health care sector, and only then will IT improvements begin to have their desired impact.

The Limited Life of Mobile Applications

The few insurers that have released mobile apps have found success but, eventually, every insurer that has invested in a Web-based channel will be taking full advantage of all mobile devices.

PAYD Still Can’t Get Off The Ground

Since research has found that 41% of online insurance consumers are interested in PAYD policies, why hasn't this seemingly innovative and intuitive program been adopted by more states, or backed by regulatory groups?

Bad News for U.S.—Number of H-1B Visa Requests Remains the Same

Joblessness has hit most sectors of the U.S. economy, including technology, but companies are still begging for low-cost labor from overseas.

Fine Tuning Customer Portals—Lessons from a Christmas Scrooge

Celent says customer portals should behave in the manner customers expect, which requires continued investments to reflect changing customer behavior, and the leveraging of new technologies.

New Frontier for Growth: Improved Information Sharing Within Distribution Channels

A new Celent report concludes that the greatest challenge facing insurers is their siloed environments. Improving info sharing would help eliminate this problem.

Virus Attacks: It’s Bad Out There and Getting Worse

With the proliferation of security devices and software, you would think that virus infections are decreasing, but exactly the opposite is true. The question is—why?

Imprimatur: The Imperative for Improvement

Fundamental to every insurer's improvement initiative is the need for managers to provide personal-written or verbal permission to make improvements.

Sarbanes-Oxley on the Ropes: Is That a Good Thing?

While the law may eventually get watered down, the transparency and accountability of information will live on as perhaps insurers' most important corporate value.

Cutting IT Spending? Skimping on Tech Support Could Have Disastrous Consequences

No one wants to spend more money these days, but cuts can bleed in ways we never would have imagined.

Is Social Media a Beast That Needs to be Tamed?

Social media is invaluable in helping people find each other, share information, communicate and learn, but it's not without its pitfalls.

The Ultimate Holiday Gift for the Insurance Geek

Move over James Bond, new “gadget-friendly clothing” redefines “cool” for the technophile.

Life Insurance Marketing Strategy Grows in Importance as Consumers Cross Channels

U.S. life carriers need to understand consumer behavior in order to help agents close new business.

Feds Challenge McCarran Ferguson ... Again

Repealing McCarran Ferguson could have serious implications for insurance companies and, ultimately, would burden consumers.

Can Your Web Applications Handle Any Potential Onslaught?

While Web apps are a critical part of many insurers’ business strategies, there needs to be better, more systematic approaches to addressing potential performance issues.

Cyber-fraud More Than Just a Cost of Doing Business—It May Be Deadly Business

Internet-related crime is a fact of life, but can we afford to simply write it off and forget about it?

Cloud Computing in Insurance: Where Does the Data Go, Exactly?

Experts say the answer might be a hybrid cloud and on-site computing model.

Got a Swamp? Drain It!

Eliminating workarounds, or "swamps," can pay great dividends for insurers.

Independent Agents: Keep Them or Dump Them?

In this age of tight markets and a floundering economy, some are suggesting that carriers take all their sales in-house, but will that happen?

Deep Thoughts From London and Stockholm—Insurers Face the Same Problems Everywhere

A lack of funding for IT and eBusiness initiatives, channel conflicts and confusion about the role of social networking also plague overseas insurers.

The Role of the Modern Insurance CIO

From gathering intelligence to problem solving to making IT decisions, a CIOs job is always varied and busy.

Thought Leadership: Inspired Strategy or Tired Buzzword?

What does it mean for an individual or a company to be a thought leader? For some the answer is powerful, but some refuse to drink the Kool-Aid.

8 Steps for Well-Grounded Cloud Computing

Experts believe insurers eventually will buy into the cloud hype, but in the form of "private clouds" contained within enterprises and close partners and agents.

SOA Manifesto—Guidelines on What it Takes to be “Service-Oriented”

There's been intense debate among insurance IT pros lately over what SOA is—or is not—supposed to accomplish. Fortunately, experts at last month's International SOA Symposium have helped to shed some light on the subject.

DVD That Lasts 1,000 Years Makes Perfect Sense for Insurance

Will anyone need today’s data a millennium from today? Quite possibly, the answer is yes.

Hello, I'm a Cloud ... and I'm Enterprise Software

What would it look like if Apple's “I'm-a-Mac” commercials were elevated to the enterprise level?

Form Following Function: The Hurricane Watcher Model of Insurance Core Applications

While legacy architectures may make things easier on IT departments, they don't necessarily ease headaches for users.

A New Worry for Insurers: Weather-Generated Earthquakes

Holy temblors, Batman, what will the global warming acolytes do with this one?

Strategy is not a Project

Management teams have found a need to reset their strategic direction in 2010, so it's imperative insurers improve project execution.

10 Years On, and Compliance is Still a Bear

While the government continues to fumble with determining its oversight plan, insurers struggle with their own compliance efforts

Who Can We Trust with Our Enterprises?

Access and authority can be tricky and risky, but someone—or some thing—has to be in charge. Is automation an option?

“The New Normal” is Insanity

Insurers may call the rapidly increasing pace of change “normal,” but it still amounts to a loss of control.

7 Steps to Developing a Solid Multi-channel Distribution Strategy

Research from Forrester finds that while U.S. auto insurance customers often utilize the Web to shop, they still prefer to purchase through agents or the call center.

How Have IT Investments Been Impacted from Q2 to Q3?

New Celent research examines what's hot and what's not for insurers and their IT investments.

Survey: Give Us More IT, But Show Us How to Measure It

The challenge to insurance IT proponents is while they have the support of their companies, they need to do a better job of linking IT projects to actual business gains.

Is H1B Policy to Blame for Shortage of U.S.-born Technology Graduates?

Young graduates seem uninterested in computer science, but some say the real problem is that U.S. companies are opting for cheaper foreign labor in their enterprises. The result is a lack of demand for more highly paid American IT workers.

What Keeps Insurance Security Teams Up At Night? Plenty.

Forrester talked to 70 North American insurers about their hardware and infrastructure investment plans and found that they're very concerned about risks associated with cloud computing and virtualization.

Don’t Ignore the Small Projects

The cumulative costs for insurers of not fixing all the niggling IT issues and workarounds can be significant.

What's the Best Way for Insurers to Leverage Social Media?

One plan is to provide services to agents who already have affinity marketing schemes in place.

So Far, the BPM Revolution Has Bypassed Agent Networks

Zach McCoy, SVP at Kaplan Compliance, offers four recommendations for insurers currently seeking to adopt business process management.

Finally, Increased Government Spending We Can Feel Good About

While the federal government’s irrational urge to throw money at every problem is sickening, more funding for cyber-security makes a lot of sense, especially for health insurers.

Comparison Shopping Grows Even as the Economy Improves

As more and more consumers use comparison-shopping sites, a major question arises for carriers and agents: Are online comparison shoppers really good customers for your book of business?

Why Young Workers Don’t Care About Computer Science

The problem stems partly from the Disney mindset of many parents.

“Outsourcing” IT to End Users: Is There an App for That?

We already know the self-service ethic is a winning approach for many insurers, so why not self-service IT?

Political Hardball

AHIP's last-second change of heart exposes the organization to retribution.

The Latest Wireless Security Device May Be a Simple Paint Job

A new paint formula is said to block Wi-Fi signals, but will it bring more headaches than benefits?

The Pace of Technology Change: How Fast is Too Fast?

What do we do when the technology environment changes too quickly for us to respond to it? Quantum physics may provide an answer or two.

Is There Such a Thing as a Mainframe Monopoly?

The real issue buried behind the Justice Department's investigation of IBM is not the hardware monopoly, but the fact that many companies have mission-critical systems running on these mainframes; systems in which they have invested too much money to move.

The World (of U.S. P&C Pricing) Is Flat

Reports indicate that revenue support is not going to come from a hardening market.

When In Doubt...Make A List

The power of the list is its ability to bring focus, which is especially helpful for insurance and IT professionals who invariably have their plates full.

The Insurance Industry’s Inspired Frugality: Use It Up, Wear It Out, And Make Do

Forrester polled 65 insurance IT decision-makers about their infrastructure priorities for 2010, and 48% said extending the life of their hardware was of critical importance.

IT Unemployment Keeps Growing; Automation is One Likely Culprit

Despite the gloomy economic picture, many insurers are still upgrading or replacing policy admin systems but, once done, place more responsibility in the hands of business users than IT.

Data Insecurity Comes From Within

Insurers must encrypt or mask sensitive data that leaves production environments regardless of its destination.

Windows Vista: The Witch Hunt Continues

In this information age, perhaps the biggest challenge for insurers and consumers alike is learning to filter through the media deluge for what's truly meaningful.

IT Spending Tight? Welcome to the “New Normal”

IT departments are now expected to play a feature role in driving the future growth of the business.

Large UK Insurer Tackles Legacy System Challenge

Royal Bank of Scotland Insurance is reportedly moving its claims management system to India.

Mobile Channel Strategy Influences Insurance Buyers

Given the rise of smartphone adoption among U.S. insurance customers, there is now a massive demand to engage insurers via the mobile Web.

Maintenance Cutbacks a Dangerous Game for Insurance Enterprises

Insurers cutting maintenance levels is a bit like a pro athlete cutting back his workouts—the lack of “maintenance” will eventually show in his performance, or lack thereof.

The Hunt for Easter Eggs

Insurers should examine their current systems for untapped features and functionality.

Why Millennials Don’t Trust the Rest of Us

Millennials dislike the world their forebears created, and have the current financial crisis, complete with negative opinions of banks and insurers, fueling their disdain.

Policy Admin Vendor Competition Good for Insurers

Celent says two recent policy admin deals in the UK is a sign insurers are looking to get back on track with IT investments.

BPM: More Than Faster Way of Pushing Papers

The arrival of BPM as a transformational initiative is creating new opportunities for carriers to think about new ways of doing business.

Senate Kills Accountability for Cyber-Security ‘Czar’

The quashing of accountability of a yet-to-be-appointed cyber-security czar is, perhaps, standard operating procedure in the world of politics, but it smells rotten to those of us who live in objective reality.

Don’t Gamble More than You Can Afford to Lose on 2010 IT Budget

It’s a tricky time for those who must make plans for next year, but where should insurers draw the line between caution and boldness?

Insurance IT Braves New Frontier in 2009: Defining Innovation

Without an innovation plan, insurance CIOs and IT teams could get a black eye, spending scarce budgets on initiatives that do worse than go nowhere, but end up disappointing the broad customer base.

A Lesson from the Financial Crisis: We Need Better Data Governance

Insurers should think less about functions and the data itself, and focus instead on processes.

Does Dell Deal Signify the Death of Pure Hardware Vendors?

Mainframes a Rock in a Cyber World Starved for Stability

With 40 years of reliability, there may still be a place for mainframes in insurance IT shops.

Investing In Social or Mobile Technology? Go P.O.S.T.-al

By utilizing Forrester's simple methodology, insurers can evaluate any social, Web, mobile or IT investment.