The strategic impact of omni-channel (and winning at DIA Amsterdam)

  • May 23, 2017

I couldn’t be more pleased to find out about the recent win for Backbase at DIA Amsterdam. We were recognised as a ‘DIAmond Award winner’ by the many insurers and insurtech specialists in the audience, receiving plaudits for our “strategic impact” and omni-channel customer engagement platform.

We were among good company at the event, put together by my BankNXT colleague Roger Peverelli, along with his colleagues Reggy de Feniks and Conny Dorrestijn. Fellow countrymen Friss won an award for their excellent presentation and demo, while Ladder (US), Hover (US), Sentiance (Belgium) and Sherpa (UK/Malta) also picked up audience awards.

For our part, the audience of more than 850 insurance sector decision makers were treated to our 60-second onboarding solution, which also won ‘Best of Show’ at FinovateEurope in February 2017. If you haven’t seen it yet, take a look here:

The idea of DIA is to set the stage for the most important digital developments in the years to come, and it revolves around the importance of customer-centricity. As you probably know by now, this is an area we specialise in and are passionate about, and to be given another chance to demonstrate our customer journey orchestration solutions on-stage was gratifying.

The 60-second onboarding solution for insurers we demoed at DIA Amsterdam was tweaked to appeal to insurers. This time, we presented a scenario that involved an onboarding solution for car insurance. Instead of boring forms to fill in, the customer begins the process of looking for new car insurance by entering into a conversational style solution. Enter a car licence number, confirm validation, input annual mileage and previous claims, and Bob’s your uncle. I’m presented with three quotes in real-time, and if I like one of them, I can apply directly. I’ll say that again … in real-time.

I then create an account. I switch from laptop to mobile to continue the journey (going from one platform to another is as smooth as Cornish butter thanks to a handy machine-readable zone (MRZ)) and open the Backbase Mobile Insurance app. I’m especially pleased to be onboarding without creating a paper trail. Through smart-scanning technologies, Backbase easily recognises any type of official document and automatically captures the relevant data. I scan the QR code on the back of my driving licence, and everything is captured and pre-filled. I confirm my identity by matching a selfie with my licence photo, achieved via facial recognition technology. I smile (to prove I’m alive and well), thus the loop closes and all I need to do is accept the Terms & Conditions, which I can do with a digital signature.

No paper. Real-time. Instantly insured. It’s simple, yet it’s complex technology made simple for the customer because the customer is placed firmly at the heart of the process. The journey is the thing, and onboarding is fast, smooth and simple as a result. I doubt even Netflix is as fast at onboarding! I can of course start using the insurance app straight away, and can add a payment method to pay my premiums. (And yes, I can scan my card to fill in any missing data.)

It’s an exciting demo, and it’s nice to be able to provide a brief synopsis of it in this much longer blog post. And that’s something in itself … an onboarding process that’s quicker than reading a blog post about it. Amazing!

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