ASIA
“ We use customer feedback based on what we have developed to constantly iterate and update applications , and to develop new products for what customers want to see from an insurance product perspective ,” notes Moorefield .
“ We determine the gaps which are not met in the marketplace , particularly for the younger generation of customers . Two years ago , we launched a new product line for income protection in the case of shortterm illnesses , driven mainly by the needs of the 20-30-year-old customer group which has not been our base customer group .” With a need to appeal to all demographics , Aflac has sought to overhaul the way in which customers interact with the organisation – from visiting an agent , to choosing a web or mobile application , Moorefield has worked to completely enhance and expand the business ’ s platforms .
“ We were the first in Japan , in our part of the industry , to allow online claim submissions , and we ’ re expanding that to cover as many claim types as feasible on that platform ,” he says .
“ We are expanding the services that
FACT
Aflac was one of the first companies to contribute more than $ 1mn to the Red Cross for Tsunami relief in Japan in 2011 a policyholder can complete online versus using the call centre . Our mobile-first push is fairly aggressive in terms of ensuring that as many services as possible are pushed to the smartphone or to a mobile tablet to deliver services to customers .
“ The reality is that we ’ re going to have to figure out how to deliver all services to all age groups .”
As Aflac works to meet this challenge , partners are a vital source of knowledge and experience for the promotion and enhancement of digitalisation initiatives . Accenture and
BCG , for example , do this by proactively
121 www . gigabitmagazine . com