1. Transforming Communications from Paper to Digital
Choosing What Types to Move and Which Channels to Prioritize
Every insurer is participating in the digital transformation of paper for their
communications, whether they realize it or not. Some have specific steps to reduce
paperwork and provide more digital communication.
Other specific budget line items or named projects may not be able to be identified, but the
gradual digitization of communication is embedded in many projects throughout the
organization.
At the same time, many people are taking comprehensive reviews of their customer
experience, including steps to understand communication touchpoints throughout the
customer journey.
These consumer experience initiatives are reflecting new demands from communications
users (including agents), with the expectation that insurers will offer interactions based on
the exchange of information through digital channels.
With so many types of documentation, a range of potential channels, different types of
products, and consumers across different locations, the challenge is how to identify and
prioritize all the efforts needed to create and deliver digitally.
Here are some quick first steps:

2. Before you start the digital transformation of your paper.
Before you start spending money and resources it is a good idea to first identify what types of
digital communications are ready and what is prohibited by regulations.
Today, most types of documents and communications with policyholders and agents can be
done electronically, but there are still some exceptions depending on the state or province,
the product, and the type of document. It is better to understand what is possible in planning
a specific e-delivery project before going too far down the road. You can contact the state or
temporary insurance authorities to make sure.
Get started with users
A good first step in the process of digital transformation from paper should be to decide what
kind of information policyholders would like to receive electronically, and what methods of
transmission they prefer. It is never possible to have a complete idea about this, and
sometimes consumers do not even know which options are most beneficial.
But many measures lead to investments based on assumptions or stories. For example, an
insurer might assume that consumers want to make their policies available as a PDF via a
secure web link, simply to make sure that when a service is offered, take up very little
Asking customers what they want is usually worth the investment of time and money.
Get agent and producer input on how to convert from paper to digital
Agents and other producers should also have a say in the process of planning digital
transformation from paper. First, they talk to policyholders every day and have a good pulse
about needs and wants. Second, they have their preferences on how to deliver the content.
An agent wants to receive an electronic copy of the correspondence of all claims sent to the
policyholder, even if some of these letters are printed and sent.
In contrast, some agents want to get printed copies of every policy declaration because they
keep them in the filing cabinet.
Finally, agents also act as a mediator in the communication, adding personal nature and
content before providing the document to the policyholder.
Evaluate the effort of digital transformation from paper
The final step is to evaluate the effort and funding required to create and deliver
electronically specific communications to certain channels and devices.
For example, the insurer may be considering sending the first notice of damage to a tablet
device through a mobile app, emailing a letter, or providing a link to a website.
The tablet option may be the “best” and most sophisticated, but it can also be the most
expensive. And it could be that it’s prohibited by state regulations, or that some claimants
want a letter like that — an emailed PDF would be fine, thanks. So, before you start, get a
quick study of the effort and costs.

3. These quick steps provide sensible business while prioritizing plans to convert
communications from paper to digital. A complete cure for this topic is more involved but
suffice it to say that long nights and spreadsheets will be included in mapping the best
combination of communication to create and deliver through digital channels.
To know more about Ccm, we would be interested to learn how your organization navigates
complexity and how much control you would like to give your business users over-regulated
or marketing communications, from creation, management, personalization, targeting, to
delivery and access to reporting. Visit our website…