"With the development of the Internet, new technologies, and intelligence, people's living environment and living habits are undergoing earth-shaking changes, forcing insurance companies to think new and make new choices." A few days ago, China Life Insurance Co., Ltd. ( (hereinafter referred to as: China Life) said that the transformation of life insurance operation services is not only a requirement of the times for the high-quality development of the industry, but also an inevitable choice to adapt to the changes and habits of consumers, and a strategic choice to enhance core competitiveness.
Innovative operation model to carry out intelligent and intensive sharing
According to China Life, since the beginning of this year, the entire insurance industry is undergoing a transition to high-quality development.
The inflection point of high-quality development is not only reflected in the number, but also in the company's business behavior.
As for the connotation of high-quality operation services, China Life summarizes it in ten words: simplicity, precision, precision, economy and variety.
And these ten words are implemented into every detail in the operation service process.
In order to conform to the division of administrative regions and the actual business conditions of branches, China Life has implemented the reform of its operation and management model in three steps since 2002. The first step was to propose a “centralized management and forward service” model in 2006, and gradually promote the nationwide 349 cities are centrally managed by 36 provincial-level branches; the second step, in 2011, began to promote the provincial-level centralized optimization in various fields, and then merged the smaller contact centers nearby, and implemented the underwriting and The long-term insurance claims business has been regionally concentrated; the third step, since 2015, has continued to promote the provincial-level concentration of short-term insurance claims and strengthened its intelligence capabilities.
With the in-depth development of the Internet, as well as the continuous penetration of digital and intelligent applications and the sharing economy, China Life's "intelligent and intensive shared operation" model has also emerged as the times require.
This model, called the new "smart operation", mainly focuses on front-end multi-point contact, intelligent and intensive headquarters, and comprehensive shared operations.
The core value of this model lies in that, supported by scientific and technological means, through the intelligent and intensive headquarters rather than the physical concentration, the labor-intensive production mode is transformed, and the logical concentration of operations and the monitoring of the whole process are implemented, so as to realize the “improvement of low-lying areas and high-level areas” of operation efficiency. Higher”, which not only saves the cost of building a physical operation center, but also effectively increases the operating capacity.
It is understood that under the new "smart operation" model, China Life has taken the lead in realizing comprehensive shared operations in the field of security audits by formulating unified national operating standards and building a multi-point contact and multi-track parallel security service model; The resources are fully shared and utilized, and the production organization and operation of "one game of chess nationwide" has been implemented; the efficiency of the shared operation field has been significantly improved, and the average operation time has increased by more than 30%.
According to China Life, the shared operation model has achieved two major changes in customer service: First, customers receive the same quality of service across the country, and customers in different regions can enjoy the same quality of service; Reduced waiting time when the policy is serviced.
Create intimate service and reconstruct customer experience
As we all know, the service link directly connects with consumers, which is related to the quality of insurance companies' products and consumers' impression of insurance companies. Customer service is the core business of life insurance companies and the top priority of all work.
At present, China Life has transformed and upgraded its customer service line to realize a three-level response model of "self-service-intelligence-manual", and is the first in the industry to build a multimedia customer contact center, which covers consultation, inquiry, case reporting, security, return visits, and risk reminders. and other services.
Insurance services are not only about speed, but also about temperature.
To this end, since 2019, China Life has started the operation of branded claims service in accordance with the idea of "productization of services and branding of products".
For example, as one of the sub-brands of claims settlement services, "One-Day Claims for Critical Illnesses", for eligible customers who apply for major illness claims, the claims processing will be completed within one working day. Payable” service.
In addition, it also creates a caring, warm and comfortable "wanmei" life for the elderly, and is the first in the industry to launch a life insurance APP respecting the elderly model.
Up to now, it has provided more than 10.79 million services to nearly 1.9 million users.
Explore intelligent applications to meet consumer needs
In order to meet the service needs of consumers, China Life has always adhered to the integration of service and technology, and adopted three strategies of intensification, digitization and ecological construction.
According to its planned intelligent application blueprint, through the construction of four layers: basic data layer, intelligent basic platform layer, intelligent business layer and intelligent delivery layer, it has formed Huixue (deep learning platform), Huiting (intelligent voice platform) ) and Smart Eye (biometric authentication platform) are the overall planning of the “China Life Brain” with the core of intelligence.
In 2020, in the face of the challenges brought by the epidemic, China Life's life insurance APP has added 15 self-service preservation services, including policy reinstatement and customer information change, and has launched a total of 23 policy self-service services, realizing full coverage of high-frequency service items. .
Not only that, from 2019 to 2021, China Life has provided more than 34 million mobile claims services, effectively reducing offline service pressure; in the application scenario of Internet intelligent customer service, the scale of robot services exceeded 75 million.
"The insurance industry itself is in the process of development and reform. The bottleneck of traditional business development methods must be based on the development path of 'model innovation, product innovation, and service innovation' to achieve scientific and efficient development." China Life said, With the rapid development of artificial intelligence, it will seize the opportunity, rely on new thinking and new technology, and take the road of high-quality development.