The Key to Customer
In today’s challenging environment, insurers have turned their focus to pursuing initiatives that can provide a continual stream of organizational bene- fits. Operational excellence, innovation and a cus- tomer-centric approach are essential for success, and every organization is closely examining its tech- nology capabilities to determine whether they ade- quately support these critical business drivers. The push toward agility and cost containment has led many insurers to consider adopting business process
outsourcing (BPO) solutions for a competitive advantage, including
print/mail fulfillment. And there are benefits in doing so.
The organization’s staff is the most knowledgeable source of information about offerings, communications strategies, and the
key messaging for customers. And every customer contact presents the opportunity to improve the customer experience, tap
new markets and differentiate from the competition. That is why
a collaborative approach—which we refer to as “outsourcing with
control”—is a wise choice when outsourcing customer communications.
With a collaborative outsourcing approach, an organization retains customer communications management as an in-house function while outsourcing print/mail fulfillment. In this way, the organization can engage in “agile billing”—maintaining the flexibility
and autonomy to complete interactive, point-of-need, personalized
documents for its customers while ensuring accuracy and costs are
controlled through centralized production and fulfillment.
There are several important issues that commonly need to be addressed when developing an effective and collaborative customer
Gathering quality data. Customer information is often cre-
ated and stored in various data silos across an organization, par-
ticularly if a business operates over a large geographic region.
Some insurers have a number of disparate, legacy systems as a
result of mergers and acquisitions over the years. Insurers need to
be sure the solution can easily access
and assimilate data from these vari-
Doug Cox is general manager, North America, for GMC Software
January/February 2012 insurance networking news 27