Transforming Communications from Paper to Digital

Choosing What Types to Move and Which Channels to Prioritize

Every insurer is participating in the digital transformation of paper for their communications, whether they realize it or not. Some have specific steps to reduce paperwork and provide more digital communication.

Other specific budget line items or named projects may not be able to be identified, but the gradual digitization of communication is embedded in many projects throughout the organization.

At the same time, many people are taking comprehensive reviews of their customer experience, including steps to understand communication touchpoints throughout the customer journey.
These consumer experience initiatives are reflecting new demands from communications users (including agents), with the expectation that insurers will offer interactions based on the exchange of information through digital channels.

With so many types of documentation, a range of potential channels, different types of products, and consumers across different locations, the challenge is how to identify and prioritize all the efforts needed to create and deliver digitally.

Here are some quick first steps:

Before you start the digital transformation from your paper.
Before you start spending money and resources it is a good idea to first identify what types of digital communications are ready and what is prohibited by regulations.

Today, most types of documents and communications with policyholders and agents can be done electronically, but there are still some exceptions depending on the state or province, the product, and the type of document. It is better to understand what is possible in planning a specific e-delivery project before going too far down the road. You can contact the state or temporary insurance authorities to make sure.

Get started with users
A good first step in the process of digital transformation from paper should be to decide what kind of information policyholders would like to receive electronically, and what methods of transmission they prefer. It is never possible to have a complete idea about this, and sometimes consumers do not even know which options are most beneficial.

But many measures lead to investments based on assumptions or stories. For example, an insurer might assume that consumers want to make their policies available as a PDF via a secure web link, simply to make sure that when a service is offered, take up Very little Asking customers what they want is usually worth the investment of time and money.

Get agent and producer input on how to convert from paper to digital

Agents and other producers should also have a say in the process of planning digital transformation from paper. First of all, they talk to policyholders every day and have a good pulse about needs and wants. Second, they have their preferences on how to deliver the content.

An agent wants to receive an electronic copy of the correspondence of all claims sent to the policyholder, even if some of these letters are printed and sent.
In contrast, some agents want to get printed copies of every policy declaration because they still keep them in the filing cabinet.

Finally, agents also act as a mediator in the communication, adding personal nature and content before providing the document to the policyholder.

Evaluate the effort of digital transformation from paper
The final step is to evaluate the effort and funding required to create and deliver electronically specific communications to certain channels and devices.

For example, the insurer may be considering sending the first notice of damage to a tablet device through a mobile app, emailing a letter, or providing a link to a website.

The tablet option may be the “best” and most sophisticated, but it can also be the most expensive. And, it could be that it’s prohibited by state regulations, or that some claimants want a letter like that — an emailed PDF would be fine, thanks. So before you start, get a quick study of the effort and costs.

These quick steps provide sensible business while prioritizing plans to convert communications from paper to digital. A complete cure for this topic is more involved, but suffice it to say that long nights and spreadsheets will be included in mapping the best combination of communication to create and deliver through digital channels.