The art of science, beyond telematics to a new customer value
We had the pleasure of talking to Christoffer Malm, Head of Connected Safety Services at Autoliv about Telematics and his vision to use it to understand the customer as a unique individual.
Autoliv Connected Safety Services provides a smartphone-based Telematics solution that improves driver behaviour through coaching, providing risk management tools based on almost 70 years research into the causes of road crashes, their cause and effect.
Why is this topic relevant for the insurance industry? And why now more than ever?
The insurance industry customer has changed in the last two years. Driving patterns and vehicle usage are very different to 2019. Customers want to be recognized for this new behaviour and not feel like a number based on their demographic data.
How does this topic change the way of doing business in insurance?
The Insurance industry has an opportunity to reinvent the model and deepen customer relationships, offering customers what they want. Which in my view is an insurance that relates to their personal and individual risk. Also, insurers have an opportunity, now more than ever to show they care about their customer’s wellbeing, engaging with them in new, digital ways.
Which trends do you see regarding this topic? What trend does it tap into (if any)?
In the customer space we see the customer wanting to be treated as an individual. In the insurance industry it is imperative that we take the opportunity to move away from demographic risk management, which can prejudice customers. It is now possible to “Test Drive” a customer before even offering the first quote. Customers also seek guidance and coaching to drive safer, increasing engagement with the end customer.
Can you give one some examples or best practices in the industry?
One of our insurance clients is using this technology to pre-qualify and recruit new customers, allowing them to quote individual risks, diminishing the punitive premiums that young drivers are often subject to. From customer interviews we see that customers want to have more say in their insurance and understand how to influence it. They are likely to switch if incentives, discount, rewards, bonus programs or pro-active coaching are incorporated.
And what is the impact you see?
We believe that more lives saved means more life lived. For the insurer we see more accurate data in their models which feeds better risk modelling and management and in turn reduces the cost of claims. Further, digitization of the insurance process, such as first notification of loss reduces customer effort and improves turnaround times in customer interactions. We have customers who see a reduction of 15% or more in incidents as a result of pro-active coaching.
What are some of the key learnings based upon these examples?
Customers need to see the benefit of the offering if the insurer is to be successful. The pandemic has shown us how quick things can change as is the case for auto insurance. The surface is just being scratched with telematics today, and we need to sow now to reap the rewards over time. And the only way to do this is by building deeper customer relationships.
How do you see the future of telematics and car insurance?
Customers are going to take more charge of their own experiences. While price will always be sensitive, growth will come from recruiting and retaining customers based on benefits and customer experience. The growth of climate awareness is leading to people measuring and reducing their carbon footprint. It will be essential for any business to provide such tools to their customer base.
What do you see as future success factors?
A deeper and faster understanding of the evolving customer and their communication and technology needs. Today, most end customers do not see insurance as a partnership. We believe this will change when customers, looking for an insurer finds one that does partner with them and stays in touch with their ever-changing needs.
So what do insurers need to do?
15 years ago, nobody had heard of the iPhone, now everyone has a smartphone. And, suitably incentivised, people are willing to share their data. The race to access this data in the automotive space is not yet over, between OEMs, phone manufacturers and insurers but it soon will be. The long term gain lies in insuring the movement of an individual and telematics will be key to enable this, starting with the personal car and moving into other forms of transport. The sooner an insurance company can start to understand the totality of movement, the more they can build for the partnership of the future with the end customer.
Who are the other stakeholders?
We use the safe systems approach to road safety. It assumes that everyone is responsible for creating a safe road system if we are to make people safer on the roads, reduce their risk of crashing and in turn reduce risk and improve profitability within the insurance sector. This can only succeed if everyone including government, corporates and activists contribute.
Who is Autoliv?
Autoliv Inc. is a Swedish- American automotive safety supplier with sales to all leading car manufacturers worldwide. Together with its joint ventures, Autoliv has over 68,000 employees in 27 countries, of whom 5,700 are involved in research, development and engineering. Autoliv’s vision of Saving More Lives guides our daily work. Life can change in a fraction of a second – and for over six decades we have developed automotive safety systems with that moment in mind. Each year, our products save more than 30,000 lives; products that must operate perfectly in milliseconds. Now, we are bringing that same mindset to our digital services and insurance through telematics and the insights it creates.
“The future of telematics is creating an autonomy for coaching, automating the whole process from understanding a driver to changing their behaviour, and giving the full toolset to the end customer that will further enable their safety in movement”Christoffer Malm, Head of Connected Safety Services
Head on over to their website to discover more!