The use of online business these days is a given. This is even more the case for expat IPMI. But how far should it go, for both client and intermediary? Inez Cooper investigates.
While it has always been fairly straightforward for the determined fraudster to produce authentic-looking doctor’s invoices, the introduction of scanning means the quality of these imitations no longer needs to be as high.
BEATING FRAUDULENT CLAIMS
Indeed, there are concerns that too much automation may also render it easy for fraudsters to establish multiple policies and submit the same scanned invoice to each provider. That said, while this does occasionally occur, it remains uncommon, with providers often collaborating if this sort of activity is suspected.
The question as to how far the industry should look to take online automation is not an easy one, particularly as complete automation is undoubtedly detrimental in terms of offering the personal touch.
Because expatriates are often removed from the support they would receive at home, providers should, aside from just financial assistance, feel a responsibility to forge a genuine relationship with the customer throughout the duration of their claim by offering a compassionate, professional service.
This caring side of the business cannot easily be conveyed through the detached, faceless medium of a corporate website, relying instead on an interpersonal relationship that can be established through direct contact.
In order to preserve the mutually beneficial personal touch, providers should encourage clients to get in direct contact, and not just when they need to make a claim.
Because international medical insurance represents such an important purchase, the client needs to feel certain that the plan they select will provide all the cover they need, thus the vast majority of expatriates choose to speak to an adviser before they complete the purchase.
Typically, the discerning purchaser will have a number of questions, and will want to have some experience of the company and the way it treats its clients, particularly given that the following occasion they call may be to register an expensive claim.
This human interaction is an opportunity for providers to establish a good rapport with the client, forming an integral part of the process that enables the provider to describe the limitations of the policy, as well as the benefits.
Most international health insurance plans do not provide cover for pre-existing medical condition. But when completing an application form online, it is very easy for applicants to omit relevant information about their medical history that they may deem insignificant.
However, when telephone contact is established, the provider can inform the applicant of everything that they need to disclose, helping to safeguard against any nasty surprises when the policy is in force.
Comparison websites can be useful, but there is no substitute for obtaining professional advice from someone who is familiar with all the plans and providers. Indeed, the other crucial aspect that comparison sites generally negate is that of service and efficiency, which can only be tested through personal experience.
It would seem that from a customer perspective, complete automation can prove problematic, particularly in terms of such a personal issue as medical insurance. But for intermediaries, there are many definite advantages.
Most providers offer a website that gives intermediaries immediate access to accurate quoting facilities, and all the product information they require. But increased automation would permit a level of efficiency that would be unquestionably to their benefit.
A sophisticated IT solution on the part of the provider would enable intermediaries to direct clients to the provider’s website from their own and to track their clients’ quoting activity though a secure login.
The administrative burden on intermediaries could be eased by the capability to access their client lists and commission statements, and being able to track the progress of applications and renewals online.
Of course, there are obvious limits to the sort of client data an intermediary can expect to be able to access. While they are typically able to view non-sensitive information – such as policy details, premiums, renewal dates, client lists and commission statements – data protection has to be a consideration for the provider. Therefore, any system in place should prevent the access of any sensitive data relating to the health of the client.
GOOD NEWS FOR INTERMEDIARIES
It stands to reason that intermediaries are eager to encourage providers in developing online functionality. A recent William Russell survey found that 74% of brokers would appreciate the ability to access automated online customer application progress notifications.
Indeed, anonymised responses to the survey suggested that intermediaries would be supportive of a more extensive online network, with brokers advocating a “more responsive online claims service”, an “easier to navigate website” and “more functionality on the extranet”.
It would therefore seem that the issue of online automation comes down to a question of balance. While it would be regressive to ignore the growing demand for online functionality, particularly in view of the broader general uptake of this sort of technology in other sectors, it does present providers with a variety of challenges, not least of them being data protection issues.
No drawback to increasing automation should be more concerning, though, than the loss of the personal touch. The internet may have a real advantage in such a global market where policyholders are located all over the world. But at the end of the day, keeping the service personal remains of paramount importance.
The balance needs to be struck whereby providers offer the online functionality required, but encourage prospective clients to get in direct contact. Despite the technological advancement, it is the establishment of a telephone relationship right from the start that leads to a genuine sense of a client connection, engenders understanding and trust, and ultimately a long and satisfied client relationship.
Inez Cooper is managing director at William Russell Ltd
