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Video presentation

Innovation in customer services and relations

ICMIF Americas Digital Conference 2021 - Innovative solutions: how to transform your business model

e-commerce in Argentina is taking giant steps forward, up 124% in 2020 from 2019. Surveys show that customers want more contact points, faster processing and payment of claims and interaction beyond simply buying insurance and paying premiums. In response, Grupo Asegurador La Segunda (Argentina) created a new model for the solutions requested by customers, replacing the 4 Ps (promotion, publicity, price and place) with a customer-centric solution: SIVA (solution, information, value, accessibility).

One example is the automation of windscreen replacement. La Segunda have collaborated with Pilkington, one of the main global providers for windscreens to automate the claims and booking process for windscreen replacement. Customers can claim on the mobile app and will receive a call within two hours directing them to where their windscreen will be replaced. The NPS score for windscreen replacement is 78.9, higher than other cases which are not fully automated such as breakdown (65.6) and business (68.4) claims, which take longer to process.

A second example of innovation is a benefit programme which allows business customers to give benefits and discounts to other customers through the mobile app. La Segunda developed this benefit programme by listening to recommendations from their business customers. It is a way to give benefits to individual customers whilst networking; building relationships and loyalty and also as a way of bringing in new customers. It yields real tangible benefits to individuals thanks to insurance dealers, all though a mobile app. The app is new – only four months old as of November 2021 – but it is already available at over 3,000 locations, through 2,000 dealers and used by over 30,000 customers.

Presenter:

Martin Faicht, Head of Marketing and Communications, Grupo Asegurador La Segunda (Argentina)

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