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In her address at the LIA Annual Luncheon, Ms Ho Hern Shin, Deputy Managing Director of the Monetary Authority of Singapore (MAS), the pivotal role of technology in elevating customer experience within the life insurance sector could be seen. Under the theme of “Treating Customers Right,” Ms Ho outlined key pillars for insurers to build and enhance engagement, trust and sustainability.
The LIA Management Committee were commended for their adept utilisation of available tools and technology, amidst industry challenges, from the transformation spurred by the COVID-19 pandemic for targeted customer solutions. She reiterated MAS’ commitment to fostering innovation and collaboration in the tech-driven landscape.
Central to customer satisfaction is product design harnessing digital innovations to align with evolving preferences. AI-powered wellness programmes, tech-enabled co-payment initiatives, and user-friendly mobile apps for bite-size insurance products are great examples. These tech-driven solutions not only cater to diverse customer needs but also optimise operational efficiency for insurers.
The pivotal role of data analytics in enabling fair and inclusive underwriting practices is also clear. Insurers can leverage advanced algorithms and predictive modelling to objectively assess applications, ensuring equitable coverage for individuals with disabilities or mental health conditions. Collaboration with data professionals and research communities is essential to harnessing data for actionable insights.
Insurers can leverage digital platforms such as SGFinDex and AI-driven chatbots to offer personalised financial advice. SGFinDex, the pioneering digital infrastructure in Singapore, stands as the world’s first to integrate a national digital identity with a centrally managed online consent system. This innovative platform empowers individuals by granting them seamless access to their financial data dispersed across various government agencies and financial institutions.
Tech-enabled strategies can streamline the fact-finding process, empowering customers to make informed decisions aligned with their financial goals. Such platforms can leverage machine learning algorithms to tailor product recommendations based on customer profiles and life stages.
Continued investments in digital infrastructure are essential for delivering seamless post-sales experiences. MAS’ regulatory amendments facilitate secure online transactions, including beneficiary nomination and claims processing. Insurers were urged to embrace emerging technologies such as blockchain for immutable record-keeping and smart contracts to automate claims settlements, enhancing transparency and efficiency.
OpenGov Asia reported that in response to growing concerns voiced by Members of Parliament and citizens regarding customer protection from scams, MAS and other government agencies are intensifying collaborative efforts with the industry to combat fraudulent activities.
MAS and IMDA have introduced a consultation paper outlining the Shared Responsibility Framework (SRF) to address phishing scams, assigning responsibilities to financial institutions (FIs) and telecommunication companies (Telcos) to mitigate scam risks and ensure compensation for affected victims.
This framework expands upon previous initiatives by the Payments Council, recognising the crucial roles of both FIs and Telcos in preventing fund outflows resulting from digitally enabled scams that undermine confidence in digital banking systems.
Outlined duties for FIs and Telcos include sending transaction notifications and implementing scam filters, with breaches triggering a “waterfall approach” in which FIs and Telcos are held accountable for losses, with FIs bearing primary responsibility followed by Telcos as custodians of consumers’ money
The importance of fostering an ethical culture, where data fairness is paramount and values supersede profits is vital. The board and senior management must champion ethical principles, ensuring transparency and accountability in decision-making.
Insurance, as indeed all other sectors, would greatly benefit if they embrace technology as a catalyst for delivering superior customer outcomes. By leveraging digital innovations across all facets of their operations, organisations can enhance customer engagement, streamline processes, and foster trust in the digital age.
