Ram Gopal US Insurance multichannel & gamification

Managing Customer Relationships in the Insurance Industry –

Internet, Analytics, and Engagement – Stories from an American Perspective

Ram Gopal Department of Operations and Information Management

School of Business, University of Connecticut

Location

BUSINESS ANALYTICS

Predictive Modeling

Business Decision Modeling

Data Mining and Business Intelligence

Business Process Modeling and Data Management

Real-Time Enterprise Data Integration and Audit

PROJECT MANAGEMENT Project Management

Project Risk and Cost Management

Advanced Project Management

Project Leadership and Communications

Business, Law, and Ethics in Modern Society

Peter Bothwell, Vice President, Business Intelligence & Analytics, Travelers

Nancy Davis, Vice President and Chief Information Officer, UTC

Lynn Merritt, HR Information Manager Workforce Analytics, Aetna

Konstantinos Spetsaris, Senior Vice President of Analytics, Nielsen

Carlos Rossi, Assistant Controller, Business Transformation, IBM

Board of Advisors

Points of Discussion

• Understanding Web Clients

• Gamification Initiatives

• Competing on Analytics

Business Imperative: Cost of Servicing Members Over 12 million members

Significant Cost Implications

Call Center cost 50 times Web Service cost

Web Portal

IVR Call Center

Agent

Business Imperative: Cost of Servicing Members Over 12 million members

Those who call – average count = 3.2

Those who use web – average count = 3.4

Web Portal

IVR Call Center

Agent

30%

70%

Challenges

Marketing Push Ineffective

Frequency of Usage Varies

Message Dissipates Quickly

Demographic Variations

Web Usage Drivers

Who and How?

Right Triggers at the Right Time

Patterns or points of interest

Most calls and web hits come from a few states

Demographics

Generation Average – Web Use Average – Call Use

Pre Boomer 0.36 3.09

Boomer 0.96 2.92

Gen X 1.28 2.27

Gen Y 1.14 2.15

Gender Average – Web Use Average – Call Use

Female 0.88 2.84

Male 1.19 2.43

Marriage Average – Web Use Average – Call Use

Married 1.08 2.61

Single 0.89 2.76

Prediction Modeling To identify who is a good candidate for

conversion to web usage.

Model Built on Classification Trees (factors that

influenced included age, marital status, income,

call usage, and location)

Excellent Predictive Ability

Actual 0 Actual 1

Predicted 0 126,522 23,948

Predicted 1 103 31,630

Model Implementation

Use IVR to play a message to select customers to encourage web use

Call center agents will be notified when a customer is predicted as a web user so they can promote & educate the web

Develop a click to chat feature for customers identified by the model

Change reward structure of call center agents to promote switch to web use

Web Portal

IVR Call Center

Agent

Customer Engagement –

Missing Pieces

Motivation

Fun!

Gartner’s hype cycle

14

Games Gamification • Goal • Rules • Feedback System • Voluntary

Gamification is the use of game design techniques, game thinking and game mechanics to enhance non-game contexts

Games Vs. Gamification

Source: Yaniv Corem, IBM 15

16

Who Plays Games?

CIGNA - Gamification

Cigna is utilizing gaming in numerous

engagements across our business. Gaming

is a unique channel that provides Cigna the

opportunity to make self-management of

health a fun and engaging experience

CIGNA – Gamification Initiatives

Gamifying Health

Zamzee Activity Meter

Upload Activity

Track Progress

Earn Badges, Climb Levels

Earn Rewards

Vertical Markets

•Extended Fan

Experience

•Social Engagement

•Rewards Programs

Entertainment Media & Publishing

Healthcare/Wellness

• Accelerates Training

• Improves Productivity

• Increases Positive

Behaviors

• Develops team-building

Enterprise

Retail

Education

Source: M2 Research

Growth of Gamification

25