智能虚拟助理_将给企业和世界带来何种改变_10页_974kb

Summary of Customer Experience of the Future

Core Content

This document explores the role of Intelligent Virtual Assistants (IVAs) and chatbots in transforming the customer experience (CX) within the insurance industry. It outlines how these technologies are becoming integral to modern digital strategies, enabling more efficient, personalized, and secure interactions between insurers and customers.

Main Points

• Intelligent Virtual Assistants (IVAs) and chatbots are powered by artificial intelligence (AI), natural language processing (NLP), and natural language understanding (NLU), allowing them to handle customer inquiries and service requests across multiple channels.

• IVAs are not just tools for automation but are key components of a modern digital strategy, enabling end-to-end customer service and enhancing overall CX.

• Key use cases for IVAs in insurance include:

  • Virtual agents for policy upgrades
  • Roadside assistance for stranded customers
  • Simplifying policy administration tasks like address updates
  • Automating application and renewal processes

• The evolution of IVAs has been rapid due to advancements in technical capabilities, communication platforms, and data availability. They can be deployed at different levels of sophistication, from basic to highly intelligent.

• Benefits of IVAs include:

  • Increased efficiency by handling repetitive tasks and reducing human error
  • Enhanced customer experience through personalized, intuitive, and convenient interactions
  • Intelligent upselling and cross-selling using data insights
  • Stronger risk management through secure data handling, audit trails, and advanced authentication

• Deployment considerations include:

  • Conducting a thorough opportunity assessment to identify high-value use cases
  • Prioritizing quick wins with high business value and low technical complexity
  • Implementing a strategic approach with three phases: business case development, planning, and implementation
  • Ensuring robust governance structures to manage risks and ensure compliance

Key Information

• IVAs can operate across multiple channels, including web widgets, SMS, instant messaging, smart speakers, and mobile apps.

• The maturity of IVAs is determined by their integration with back-end systems, data quality, and the use of AI, machine learning, and robotic process automation (RPA).

• A user-centric approach is essential to ensure consistent and meaningful CX across all touchpoints. This includes using key terms and brand-specific language to maintain a cohesive voice.

• EY has developed a library of deployment-ready IVA use cases across the property and casualty (P&C) insurance value chain, highlighting both quick wins and strategic opportunities.

• Early adopters have successfully implemented IVAs through pilot projects and proof-of-concept initiatives before scaling up.

Strategic Implementation

• A center of excellence (CoE) model is recommended for strategizing, developing, and managing IVAs across the enterprise.

• The ROI of IVAs is proven in various industries, with strong near-term returns in insurance due to their ability to reduce costs and improve CX simultaneously.

Conclusion

IVAs are poised to become a critical part of the digital transformation in the insurance industry. Their flexibility, scalability, and proven ROI make them an attractive solution for enhancing customer engagement, operational efficiency, and risk management. As customer expectations rise, IVAs will play an increasingly important role in delivering intuitive, personalized, and secure digital experiences.

Figures and Visuals

• Figure 1: Illustrates IVAs' ability to both share information and complete transactions.
• Figure 2: Shows the benefits of combining IVAs with other digital technologies.
• Figure 3: Highlights the importance of a robust governance framework for risk management.
• Figure 4: Depicts the maturity levels of IVAs based on technical capabilities.
• Figure 5: Outlines the range of IVA deployment opportunities for insurers.

Contacts

• David Connolly – EY Global Digital Insurance Leader
• Puneet Singh – Senior Manager, Digital Enterprise Transformation
• Preetham Peddanagari – Principal, EY UK LLP
• Kaila Grafeman – FSO Advisory, Digital Enterprise Transformation
• Chris Ralmondo – Partner/Principal, Advisory, PI
• Rob Webb – Life and P&C Digital Insurance, E&Y Asia-Pacific Serv (HK) Ltd