Paradigm change in Iranian insurance

For some time, the insurance industry has turned to digital technologies to maintain income, position and create new business opportunities. What are the important requirements in formulating strategies for this transformation?
Always, one of the important issues that have been raised in the discussion of the evolution of the insurance industry is determining goals, strategies, responsibilities, etc. In the meantime, first, it is necessary to set specific and measurable goals for digital transformation. These goals must be in line with the company’s overall strategy and clearly define how it can be achieved. In the next step of this transformation, appropriate strategies should be determined so that in this process methods of communication with customers, improvement of processes and use of new technologies are taken into consideration. Determining the appropriate budget for human resources, discussion of training, advertising, implementation of hardware and software system, etc., is a very important issue that should be paid attention to. To carry out this transformation, the responsibilities and tasks must be carefully determined and explained, and to ensure the progress of the digital transformation in the company, follow the process of monitoring and evaluating the determined strategy, which can include comparing the performance with the set goals, collecting feedback and improving the process. Digital transformation. These items are important requirements in formulating digital transformation strategies, which should be the focus.

To what extent can digitization and moving in the direction of open insurance through the provision of insurance web services lead to the personalization of products and services and create a better experience for the customer?
Definitely, digitization and provision of insurance web services will cause personalization of products and services. With the use of new technologies, the company can provide its customers with more detailed offers tailored to their needs. In addition, it will allow customers to purchase insurance through web-based systems without the need to visit the company’s issuing units. In this way, the customer’s experience is improved and he can make decisions easily with access to accurate information and easy access to insurance services. In addition, by forming a data governance office and deploying data-driven strategies in the company, using data mining and data analysis, more information about customers will be obtained and it will be possible to provide personalized offers. In general, digitalization and provision of insurance web services can cause personalization of products and services, improve customer experience and increase customer satisfaction and market share.

What is the use of data and results obtained in insurance systems and what goals are pursued?
The data produced in insurance systems is a valuable asset in the insurance industry, and Iran Insurance Company, as a data-driven organization, in order to move on the path of digital transformation, must use these data in an organized and strategic manner, in the direction of goals. such as improving internal processes, risk management, rate giving, analyzing and predicting customer behavior, improving customer experience, and finally, the goals of using insurance data include improving customer experience, increasing customer satisfaction, improving the performance of the insurance system, identifying customer behavior patterns and finding To benefit from the strengths and weaknesses of the company. With the same approach, in the development of “My Iran Insurance System”, we aimed to improve customer experience and speed and accuracy in providing insurance services to customers, so that by using this system, customers can easily purchase their insurance online. issued and in case of damage, register your request online. This system helps the company to improve the performance of its insurance system and provide better services to its customers.

You mentioned the development of the “My Iran Insurance” system, what measures have you put on the agenda to improve this system?
In order to better respond to the needs of its customers, Iran Insurance Company has been providing insurance and claims services through the “My Iran Insurance” system for more than a year, and we are trying to develop this system. In this regard, we have put on the agenda to improve the security of the online system in order to prevent the penetration of hackers and other security threats, and we are trying to improve the user interface with the aim of attracting new customers. Increasing the speed of the system by using strong and stable infrastructure is one of the other plans of the company for the Iranian insurance system that we are following. Upgrading the software infrastructure of “My Iran Insurance” system based on the latest technologies will definitely improve the efficiency, development and agility of this system. Increasing the quality and speed of responding to customers in case of damage or requests from other customers, and developing and improving payment methods are among the other programs of the company that has been put on the agenda for the development and improvement of the Iranman insurance system.
In general, in line with the goals of the strategic document in Iran insurance, the use of new technologies is on the company’s serious agenda, and currently, online and electronic claims declaration, file filing and on-the-scene expertise, reducing and finally eliminating the need for victims to visit the company’s branches. Iran Insurance has been operationalized in the field of car insurance through the software program in the “Iran Man Insurance” system, and it is possible to purchase and renew the insurance policy through the Iran Man Insurance system.
In the field of medical damages, in parallel with the improvement of the electronic prescription system and the preparation of Fimabin’s interactions with basic insurers and medical authorities, the issue of sending prescriptions and cost documents from the insured persons of medical contracts through the application and as a trial in several branches has been implemented, which will soon become widespread. All over the country, these services will be available to all insured persons of Iran insurance.

SRM center with number 09668, as a comprehensive information base and listening ear of the company, which has the task of communicating directly with customers, how much will it help Iran insurance in improving customer service, improving processes, customer satisfaction, etc. and to what extent? Will it meet the needs of customers? What is your assessment of the performance results of the SRM center?
In continuation of the transformational approach of self-service, Iran Insurance has presented a new and inclusive service called the Comprehensive Stakeholder Relations Center (SRM), which uses online information systems to provide its services quickly, easily and comprehensively to customers, both individuals and organizations. It provides insurance employees and sales representatives. Iran Insurance has provided this competitive advantage by establishing a comprehensive center for communicating with stakeholders, and the most important goal of this center is to establish effective communication with stakeholders and increase their satisfaction. As the voice of the customer, the call center reflects the opinions, suggestions and criticisms of the customers and by following up on the requests, it increases the feeling of belonging and customer loyalty. Without an efficient call center, customers will be left stranded and in a competitive market, they will be attracted to companies that provide better customer relations.
The call center is at the first level of the organization’s relationship with the customer and can play a significant role in increasing customer satisfaction and satisfying dissatisfied customers. The response center is one of the most important tools in customer relationship management. One of the main goals in this center is to create a unified contact center between the service provider and the customer or service user. The call center (SRM), in addition to providing technical support services, is a center for registering and reporting events, and customers who have a request to receive a service submit and follow up their request through this center. The call center is at the forefront of all the important events of the organization and quickly informs the users about the changes and activities performed on the services.
Registration and management of customer requests and events, a single point of contact between the organization, service providers and customers, providing customer-oriented reports, informing customers, managing information and taking care of the company’s brand, introducing the company’s products, guiding the online purchase of insurances, guiding and directing claims registration, Conducting a survey of the center’s own activity, the satisfaction of stakeholders, protecting employees from angry customers are the main goals of Iran’s insurance call center. I must point out that according to the surveys, the customer satisfaction level of the call center is estimated at 95%. Also, the Iran Insurance Call Center is currently providing 13 types of reports for different sectors of Iran’s insurance. These reports are used by the beneficiary unit and different functions are performed according to the type of report. For example, a procedure is modified, the satisfaction of the complaining customer is obtained, system bugs are fixed, the conditions of insurance policies are modified and all the processes that lead to the improvement of Iran’s insurance operations are carried out.
Among the other actions that are carried out by the call center and improve the company’s performance, include guidance to users of branches and representatives regarding various problems, follow-up of general disturbances from the support side, informing about insurance information and issued circulars, ease of contact by policyholders. Receiving and handling complaints and solving them in the fastest time, the presence of the center 24 hours a day, which is considered one of the tangible and intangible advantages of the call center.

In the competitive environment that dominates the industry and the prevalence of rate cutting and selling insurance policies at non-technical rates, what policy has Iran Insurance Company taken to maintain its position and increase its market share?
Basically, nowadays, the competition of insurance companies should be based on improving the quality and speed of providing services in order to achieve the expected development and increase the penetration rate of insurance. Providing non-technical rates and conditions, in addition to reducing the ability of insurers to fulfill their obligations, most importantly, it has caused difficulties and dissatisfaction for the insured to receive appropriate services, and this cycle is perhaps the strong reason for the lack of development of the insurance penetration rate in our country. In the current situation, maintaining the market share and simultaneously providing the rates and technical conditions of insurance services are two different categories, and what is of interest in the executive policies of Iran’s insurance is compliance with standards and expertise, not attracting insurance portfolios with unprofessional rates and conditions, and developing the quality of services with the aim of increasing People’s satisfaction.
We believe that by improving the quality of insurance services to the members of the insurance policy community, their longevity with the insurer will be more stable. Therefore, as the largest insurance company and the executive arm of governance in the insurance industry, we do not intend to shake the foundation of insurance activity in the competitive market by offering rates and conditions lower than the range of risks and risks covered. In Iran Insurance Company, based on the macro policy of improving the quality of services, increasing the speed of services, responding to all stakeholders in time, obtaining their satisfaction within the framework of the regulations, it is on the agenda of all the company’s units, and certainly the rationality of insurance pragmatism will bring a good future to the insurance industry and most importantly It will be for the insurers. Certainly, increasing the penetration rate and culturalization of the use of insurance services depends on the observance of professional standards and the timely provision of insurance services within the framework of the issued insurance policies, and the use of modern technology and digital transformation to facilitate and accelerate the benefit of insurance services by members of the society plays a fundamental and key role. performs