The impact of digitalisation is transforming the traditional insurance business model and revolutionising value creation within the industry. Insurers can no longer satisfy themselves with offering cover, they must develop ecosystems of services that offer added value to their customers. Through ecosystems, insurance can play a role in supporting compatible and integrated services and partners leading to the provision of insurance-as-a-service.

P&V (Belgium) looks at long term value creation for all their stakeholders by being a sustainable, customer-orientated, accessible and engaged cooperative. By making insurance accessible to as many people as possible, P&V embodies its commitment to a society focused on solidarity and sustainability. To answer changing customer needs, P&V is aiming to be active in new ecosystems (mobility, health, pension, longevity) by developing new solutions and value-added services and evolving its interaction model with customers and brokers. It looks to develop an integrated offer of value propositions, services and partnerships to create a virtual circle of customer engagement. As a cooperative, P&V favours prevention and sustainable services.

P&V’s digital transformation journey started more than two years ago with a review of existing platforms that would support its new strategy and renewal of its offering and pricing methodologies. Its initial roadmap was to deliver omnichannel functionalities to customers in parallel with new broker and agent tools, ensuring an effective digital experience. P&V combined the ecosystem-centric and user-centric perspectives: the “Product Office” defined the customer journey per ecosystem, and the new “Digital Office” defined the digital user experiences of brokers, agents and customers.

As a result, P&V improved the commercial efficiency; the ease of use; and therefore the digital experience of intermediaries and customers. The objective of the “Digital Office” is to create a digital competence centre for all distribution brands in order to serve the customer, the agent and the broker in their journeys.

The digital mutual: Episode 2, P&V Group (Belgium)

In this series of bi-monthly webinars, various ICMIF members from around the world will showcase their digital strategy and journey in the pursuit of digital transformation. In these case studies, learn how leading mutual/cooperative insurers are harnessing the power of technologies to digitise their business and integrate digitalisation and innovation into their overall strategy, whilst maintaining their unique value proposition and member-driven focus. Hear examples of new technological capabilities, digital innovations and strategic partnerships in the digital ecosystem as they look to transform their business models and organisational culture to adapt for the increasingly digitalised world.

Speaker:

• Steve Goossens, Director, Digital Office