En medio de la proliferación de datos históricos y en tiempo real de diferentes tipos de fuentes como pueden ser dispositivos conectados, webs, redes sociales, sensores, archivos de registros o aplicaciones transaccionales, el BigData está ganando mucho terreno en una amplia gama de sectores verticales.
En este sentido, la industria de los seguros no es una excepción a esta tendencia, donde el BigData ha encontrado una gran cantidad de aplicaciones que van desde marketing y productos personalizados, hasta seguros basados en el uso, gestión eficiente de reclamaciones, detección proactiva de fraudes, etc.
Mediante el uso de tecnologías de Big Data, las aseguradoras y otras partes interesadas están comenzando a explotar sus activos de datos de varias maneras innovadoras que van desde marketing dirigido y productos personalizados hasta seguros basados en:
Evaluación de riesgos
Una de las claves más importantes para las aseguradoras es determinar las primas de las pólizas. Utilizado principalmente por empresas de seguros de vehículos, hogares y salud, muchas aseguradoras pueden sacar partido de dispositivos IoT telemáticos (en los vehículos, por ejemplo), IoT del tipo Fitbit, Apple Watch, por ejemplo, para así rastrear a sus clientes y predecir y calcular sus riesgos. Mediante el uso de modelos predictivos, las aseguradoras pueden identificar si es probable que los conductores se vean involucrados en un accidente o si es probable, y cuánto, que les roben su vehículo, combinando datos de comportamiento con factores exógenos como las condiciones de carreteras o vecindarios y barrios más o menos seguros. Algo similar se puede ver en el mundo de los seguros de salud y vida debido al uso creciente de la tecnología móvil. Los rastreadores de actividad pueden monitorear los comportamientos y hábitos de los usuarios. Mediante el rastreo de actividad, los seguros pueden monitorear los comportamientos y hábitos de los usuarios y proporcionar evaluaciones continuas de sus niveles de actividad. Muchas aseguradoras ya ofrecen servicios y descuentos basados en dispositivos de este tipo. Un ejemplo de ello es la aseguradora John Hancock, que ofrece descuentos a clientes cuando usen pulseras Fitbit que permitan el seguimiento de su actividad.
Detección de fraude
Compañías de seguros pueden mejorar la detección de fraudes y actividades delictivas a través de la gestión eficiente de datos y modelos predictivos. Emparejando variables ante la llegada de reclamaciones o indemnizaciones, con solicitudes pasadas que fueron fraudulentas, se puede conseguir que cuando haya una coincidencia, se puedan estudiar los casos más a fondo con investigaciones adicionales.
Unas coincidencias que también pueden involucrar el comportamiento de las personas que realizan un reclamo, de la red de personas que se asocian con ellas o agencias asociadas involucradas en el reclamo (por ejemplo talleres de reparación). Estos datos pueden pasar desapercibidos a ojos de los humanos a primera vista, pero serían detectables con éxito gracias al BigData.
Atención al cliente
Adquirir una comprensión integral de los comportamientos, hábitos y necesidades de los clientes desde diferentes fuentes puede ser algo estratégico para las aseguradoras para que puedan anticipar comportamientos futuros, ofrecer productos relevantes e identificar segmentaciones correctas. La información obtenida en centros de atención telefónica, correos electrónicos, redes sociales, foros de usuarios y comportamientos al iniciar sesión en sistes de las aseguradoras les puede permitir detectar si un cliente puede estar a punto de irse a otra compañía, por ejemplo, porque está realizando muchas llamadas seguidas o está poniendo muchos mensajes en redes sociales.
Comercialización
Después de conseguir comprender el comportamiento de los clientes, las compañías de seguros pueden ser más eficientes al ofrecer productos y servicios personalizados. Aseguradoras de vehículos, viviendas o salud, pueden conectar a sus clientes para ofrecerle ofertas especiales al notar que intentan irse, u ofreciendo paquetes familiares cuando constata que un cliente va a tener un bebé por ejemplo.
Experiencia de cliente
Los programas de fidelización no son una novedad. Pero ahora con las opciones de comercialización más personalizadas, las aseguradoras pueden crear ofertas acordes con sus comportamientos, además de ofrecerles propuestas que les agilicen los procesos de contratación. Un ejemplo en el sector de seguros de vida es Haven Life, que permite a los usuarios tomar decisiones rápidas sobre pólizas de hasta un millón de dólares a través de cuestionarios online, historiales de recetas, registros estatales de vehículos motorizados y otras fuentes de datos, utilizando tecnologías de grandes datos.
¿Por qué es el momento adecuado para abrazar a Agile?
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