Genertel, the new fully digital course opens under the banner of "Let's make it simple"
Genertel
The customer experience is destined to change starting from December, thanks to a model that focuses on contemporary design, precision of the continuous engagement offer, on four product ecosystems (furniture, home, wellness, pet) by 2023
From left, Maurizio Pescarini, ceo Genertel and Marco Sesana, ceo Generali Italia Report a claim via chatbot relying on the algorithm for an estimate of the damage and relative reimbursement: it was not feasible in 1994, the year of Genertel's debut, the direct insurance company of Generali Italia. It will soon be reality, thanks to the technological acceleration that has occurred over time. And it will be from this that the proposal of the new Genertel will start in December, which will be totally digital to offer customers a renewed experience on different ecosystems of need (mobility, home, wellness, pet).At the center of the new course , as told at the launch press conference by Marco Sesana, Country manager and CEO of Generali Italia, and Maurizio Pescarini, CEO and general manager of Genertel and Genertellife, an extensive use of technology to redesign the customers' approach to products, therefore the so-called customer journey, but also to realign it to internal operating models, which have in turn changed.
At the heart of the new insurtech model, data and cloud, augmented reality, biometric technologies, artificial intelligence and more performing conversational interfaces. The macro objective, in short, is to allow customers to make use of the products more simply, activating them, recalibrating them according to their needs and suspending them in a few taps, online and via the app.
In specific cases, such as reporting a claim, the goal is to offer strong help to the customer, enhancing the fluidity of the analysis guaranteed by artificial intelligence to estimate the type of damage, thanks to the reading of the images that the user provides to report the event and obtain a refund (the process is divided into several steps, which also make it possible to avoid any risk of fraud, false declarations, etc.).
All the dynamics that start with the activation of the policy, they will take place exclusively digitally, leveraging on three cornerstones: contemporary design, accuracy of the offer, continuous engagement.
The mobile first model provides, on its own, that the language is simple and graphically direct; in the case of insurance products, simplicity also counts for the purposes of the online configuration of the product, instant pricing and clear coverage; finally, the engagement with the brand that must continue over time (through alerts and value-added services, post-sales information functions and engagement on social issues) and not reactivate only when the contract expires.
Users are now accustomed, as pointed out by Pescarini himself, to buy products and services digitally through simple processes and with abundant doses of self-service. However, the lever that enables such simplicity is always technological and is based, as explained by Genertel, on widespread automation, extensive use of data, service architecture. Widespread automation, in particular, translates into visible advantages for customers, such as the aforementioned claims management via bot / video, but also the organization of documents in real time and contractual changes carried out in full autonomy. The processes take place in real time and the goal is to address the customer in a simple way, without leaving open options and unsolved doubts, thus always providing an option of choice and response to the need.
The new type of the natively digital offer will be live starting from 10 December on the mobility offer while between 2022 and 2023 non-motor services will be activated (home, wellness, pet). The new model, as explained by Sesana, will allow the group to understand how customer needs are changing and if some features are really appreciated by the public. As underlined by Pescarini, the new Genertel is aimed at transversal targets but a process of accompaniment and education will serve in any case, “we do not expect the model to walk on its own legs”. A new logo, more modern and "empathetic", also sanctioned a change of pace that required eighteen months of work, including a live launch of the platform last June in a protected context (a community of friends and family, ed).
The new approach aims to expand the direct insurance market with a fully digital business model and put the customer at the center of a path that also takes social responsibility into account: by entering the Begood community, the behavior of policyholders can make a difference and be accounted for (in the form of hearts, ed) for the purpose of supporting various social causes promoted through the synergy with individual partners (healthy nutrition, health and research, trees and parks, health and hugs). br>
With the new strategy of the direct channel, as recalled by the CEO Sesana, a transformation plan is completed which has involved Generali Italia on several levels and which sees the most digitized group e simple, having been redesigned in five years processes, skills (200 ad hoc professionals, who joined the company, ed), business and work models (smartworking 3 days out of 5 even in the post-pandemic world). A change that is also reflected in the growth of the market share, 18.6%, which therefore marks a + 6.3% compared to the 2016 figure.
In collaboration with Genertel
Colors and geometries, how to improve your home
7 ways to interpret the circular economy
Genertel globalData.fldTopic = "Genertel"
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.
