Insurance empowered by digital interactions
The key is to foster a genuine day-to-day communication
The insurance industry today stands upon the precipice of change. Insurers have to do more than performing risk mitigation to keep pace with the rapidly shifting customer behavior. Zurich partnered with us to forge a three-year digital growth plan with the aim to foster the new era communication from the "from cure to care" perspective.
SERVICES
INDUSTRY
LEAD TIME
1 Year 6 months
YEAR
2019-2022
Market shake-up
Accelerate insurtech innovation in Zurich
Reshape perception
Prompt customers to make daily interactions
Reshape perception
Leading the tomorrow insurance trend
A big thank you to you and your team for the excellent support through the year, and look forward to continued engagement through 2021.
CEO - General Insurance, Zurich Insurance (Hong Kong)
The changing landscape of insurance
For the longest time, insurers have a passive relationship with customers. Once the contract is signed, the deal is sealed. Interactions with customers are limited – because insurance is mundane, complicated, and money-draining to customers. Even if regular and continued services are provided from the insurers, customers rarely bother to manage their policy. But with the emergence of insurtech, the insurance landscape is changing rapidly. Virtual competitors are offering quicker cheaper better products that, for once, capture customers' attention. For traditional insurers, this is hard to beat.
As the market challenger
Responding to the changing market, Zurich co-worked with us to design key strategic moves to reinstate the brand’s positioning as a leading insurer.
More than insurance
Traditional insurance closes the book on one-off transactions. Zurich's new way of insurance aims at disrupting old practices by creating intricate moments with customers.
Digital to the core
To facilitate ongoing relationship, we embrace digital technologies and build value-added features in products and services to elevate experiences across touchpoints.
Engagement-focused
Drive repeated interactions by first understanding the customers. Valuable and unique experiences derived from digital interactions build customer trust and loyalty in the Digital Age.
Realizing business-driven objectives, from a customer-oriented perspective.
A digital product should serve not only business purposes but also customers' wants. We adopted these approaches in our collaboration with Zurich to get the best of both worlds in business and customer perspectives.
Our methodology
Skin-in-the-game. Work as a team, shoulder to shoulder.
We proactively took the lead to shape Zurich digital growth plan as part of the brand's team. We infused customer-oriented thinking when reimaging new strategic moves and digital possibilities together.
Consultation based on business context.
Consultation without context is falsely empowering and alarmingly dangerous. As we deep-dived into industry pain points, we weighed in historical knowledge and data of Zurich for refined findings and solutions. Alignment work based on the internal team's insight also drove shared goals.
Don't just think you think like a customer. Put thinking to the test.
Assumptions are not always true, no matter how much we want to think that way. Together with Zurich, we went through the iterative process of exploring, defining, and testing to understand what customers thought they wanted or really wanted.
Coming up with ideas is the easy part; the tricky part is holding on to one long enough to get in on the act.
To maximize organizational capacity and efficacy, we looked into our current process, systems and workflows so as to eliminate waste and create new standards for automation and protocols. The R&R team was restructured and repositioned based on the newly proposed digital framework to create focus time and reduce interruptions to speed up Zurich's time to market.
Advocating an enterprise-wide digital transformation, we put forward a holistic mindset as we co-created the roadmap and other extended digital initiatives. At some point, the roadmap would involve multidisciplinary teams and departments. We would then take the step to enable internal coordination, align goals and visions across teams, and ensure cost-effective laser-focused strategies in Digital, Retail, Claim and Sales teams.
Senior management lobbying was conducted to seek regional-level endorsement and approval. As part of Zurich's internal team, we stood by our clients to do handshakes with senior management to drive each and every initiative.
It's a change for the better
Our day-to-day collaboration builds trust and empowerment not just in the internal workforce, but also in our digital initiatives with customers. It is expected that in the coming three years, we will continue to bring digital products that tighten the bonds between Zurich and customers through creating moments.
I would say they are team combining strategic and tactical at the same time. With the experience I had with Zlashy, I have no hesitation in recommending them to another other company undergoing digital transformation...
Head of Digital, Zurich Insurance (Hong Kong)
Genuine digital interactions with the customers, enabled.
Corp site revamp
Following a brand refresh, we went on board with the customer-centric approach and redesigned the interaction and user interface.
Brand identity / UX/UI design / Persona & Journey Creation / Content design / Data strategy
Mobile App revamp
With the focus to foster day-to-day communication, the revamped mobile app goes beyond sales, instead, it is designed with community building and make-insurance-part-of-your-daily-life in mind.
Mobile App development / CX / Content strategy / Wireframe & prototype
And there's more to come...
Credits
Terry Luk / Business & Digital Strategy Lead
Results
- Successfully created an eco-system that encourages interactions between Zurich and customers
- Customers have gone from neglecting insurance to having top-of-mind consciousness for Zurich
- 4 initiatives have been launched smoothly despite the tight timeframe and external destabilizing factors
- On-going initiatives are getting into shape to expand Zurich's digital capabilities
