Entre 2016 y 2020 imperará el cambio tecnológico

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CLAVES:

  • El período 2016-2020 estará marcado por importante cambios a nivel tecnológico.
  • Satisfacer las necesidades y demandas de los clientes será el elemento clave que marque la continua evolución del sistema.
  • Mantener la calidad de servicios y productos será más necesario que nunca dentro del nuevo panorama digital.
  • Adaptarse y lograr convertirse en profesionales de la visualización y de la analítica de datos es el principal reto de futuro para empresas y aseguradoras.

Los próximos años traerán importantes cambios  a nivel tecnológico para el ámbito de los seguros.

El cambio digital para el periodo 2016-2020 pasará por agilizar los procesos para conseguir una experiencia de cliente en tiempo real cada vez más fluida. Satisfacer las necesidades y demandas de los clientes será el elemento clave que marque la continua evolución del sistema.

Prepararse para los nuevos retos y para competir en el nuevo nicho de mercado es una de las tareas pendientes del mercado asegurador para el periodo futuro al que nos referimos.

Remodelación del mercado asegurador

Es evidente que para adaptarse a este nuevo contexto tecnológico y a las tendencias venideras, el ámbito de los seguros tiene que enfrentarse a esos elementos que marcarán el negocio y el ámbito en el que este se realiza.

Cinco son las principales tendencias y aspectos a tener en cuenta para conseguir la remodelación del sector:

Fuente: Applied
Fuente: Applied
  • Mobilidad: hace referencia al uso de dispositivos móviles (smartphones y tabletas) en todos los aspectos de nuestra vida diaria. A pesar de su utilidad diariaria sigue habiendo aspectos que necesitan ser mejorados: la demografía (los millennials ya sólo acceden a través del móvil a los contenidos) y el acceso a través de aplicaciones en lugar de desde los navegadores.

Las aseguradoras no necesitan tanto adaptarse a estos factores que rigen la movilidad en el momento presente, sino más bien investigar qué pasará en el futuro y cuáles serán las necesidades de sus clientes.

  • Difusión de medios al consumidor. Más allá de adaptarse por completo al consumidor y entregarle los contenidos a través de aquellos canales que más conoce y utiliza, es necesario que las aseguradoras se dediquen a capacitar y dar “formación” a los usuarios para que puedan acceder al contenido cuando les haga falta y cuando quieran.
  • Demanda basada en la economía. Es necesario que las aseguradoras identifiquen las áreas de negocio y trabajo en las que pueden necesitar de la colaboración de las nuevas start-ups tecnológicas. También es necesario que ellas mismas sean las que se planteen un futuro hipotético para establecer las demandas que puedan tener sus clientes en el periodo futuro del que hablamos (2016-2020).
  • Aparación de Gaia Digital. Aplicada esta teoría de los años 70 al mercado asegurador significara que las compañías de seguros tendárn q hacer alianzas con una variedad de industrias para crear productos de IoT dentro de su ámbito de trabajo. Deberán alcanzar, de igual manera, la capacidad de identificar nuevos productos y servicios que sean intensamente apreciados por los consumidores.
  • Incremento de la presencia de marca. Ya en la década de los 60 Marshall McLuhan divisaba una tecnología que se convertiría en una extensión de las funciones diarias e incluso corporales del hombre. Parece mentira pero esta predicción se ha hecho realidad y el uso de todos los dispositivos tecnológicos a tiempo real nos permite realizar las tareas diarias de nuestra vida cuándo y cómo queremos.

En relación a estas tendencias es muy necesario que las empresas no se olviden de aplicar dos elementos básicos sin los cuáles la remodelación del mercado no será fructífera:

  • El mantenimiento de la calidad en todos los servicios y aspectos relacionados con la empresa.
  • Y, cambiar la visión de “mercado” por la de “Marketplace” que implica el cambio de un espacio geográfico y físico concreto al nuevo entorno digital.

Retos

Sin duda alguna el principal reto para el cambio tecnológico viene marcado por la necesidad de adaptarse y lograr convertirse en profesionales de la visualización y de la analítica de datos.

La presencia digital de los clientes será por tanto el aspecto más problemático y el mayor reto para las empresas. Algunos de los problemas que se presentan son:

  • Que cada cliente posee su propia presencia digital.
  • El uso de esas presencias digitales para las interacciones relacionadas con los aspectos comerciales del mercado asegurador.
  • Los cambios que se producen con el paso del tiempo en las presencias digitales de los clientes, y sus implicaciones.

Todos estos retos ponen de manifiesto cómo el nuevo entorno digital hace que los clientes sean cada vez más exigentes y que sus expectativas a la hora de hacer negocios con las aseguradoras pasen por realizar cuándo, cómo y dónde ellos quieran.

El último desafío para las empresas de seguros es la creación de nuevas estrategias, modelos de negocio e iniciativas tácticas para vivir en la era digital móvil en lugar de aferrarse a los métodos y tecnologías del pasado.

RABKIN, Barry. The 2016-2020 Technology Challenges Reshaping the Insurance Industry: What They Are and How To Prepare. 04-11-2015 [consultado 18-11-2015]. Disponible en: http://blog.appliedsystems.com/index.php/preparing-for-the-2016-2020-technology-challenges-reshaping-the-insurance-industry/

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