{"id":74301,"date":"2021-09-24T13:54:00","date_gmt":"2021-09-24T17:54:00","guid":{"rendered":"https:\/\/staging.majesco.com\/?p=74301"},"modified":"2023-04-05T15:36:38","modified_gmt":"2023-04-05T19:36:38","slug":"the-future-of-employee-benefits-is-hyper-personalized","status":"publish","type":"post","link":"https:\/\/staging.majesco.com\/?p=74301","title":{"rendered":"The Future of Employee Benefits is Hyper-personalized"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>AI and other technology lets insurers hyper-personalize products and services<\/em>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Key Points: Hyper-personalization in Employee Benefits<\/strong>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Employee benefits plan members are customers of Amazon, Netflix, and Uber. The hyper-personalized offerings of tech giants set new standards for customer experience. Employee benefits providers should replicate these experiences to gain a competitive edge.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In this article, we address three major trends:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Health Tracking and Behavioral Analytics.&nbsp;<\/li>\n\n\n\n<li>Digital Assistants and Coaches&nbsp;<\/li>\n\n\n\n<li>Personalized Products and Precision Medicine&nbsp;<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1\" height=\"1\" src=\"https:\/\/staging.majesco.com\/wp-content\/uploads\/2023\/03\/image-2.png\" alt=\"\" class=\"wp-image-74302\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The challenges of the pandemic underscored the life-changing importance of benefits to the workforce. Benefits insurers must be prepared to meet new customer expectations by\u202f<em>hyper<\/em>\u2013<em>personalizing<\/em>\u202fbenefits to a more distributed, digitally native, and health-conscious workforce.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Why Hyper-personalization?&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Personalization and flexibility in employee benefits has long been an important trend. MetLife\u2019s 2019 Employee Benefit Trends report found that\u202f<a href=\"https:\/\/www.metlife.com\/content\/dam\/metlifecom\/us\/ebts\/pdf\/MetLife-Employee-Benefit-Trends-Study-2019.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">93% of employees<\/a>\u202fsaid the option to customize their benefits is a \u201cmust-have\u201d or \u201cnice-to-have\u201d option.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Post-pandemic, however, carriers must offer\u202f<em>hyper<\/em>\u2013<em>personalized<\/em>\u202fbenefits programs. While flexible voluntary benefits and cafeteria plans remain valuable to consumers demanding choice, insurers have an opportunity to improve the customer experience further still with emerging technology like predictive analytics, conversational AI, and human genome sequencing.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Recent research from PwC shows that\u202f<a href=\"https:\/\/www.pwc.com\/us\/en\/industries\/insurance\/library\/insurance-consumer-survey.html\" target=\"_blank\" rel=\"noreferrer noopener\">41% of consumers<\/a>\u202fare likely to switch insurance providers to more digitized alternatives. In contrast, insurers that seize the opportunity to\u202f<em>hyper-personalize<\/em>\u202ftheir digital channels will experience long-term customer retention and satisfaction.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here\u2019s how.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Health Tracking and Behavioral Analytics&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Health data, collected from individual plan members, can be used to deliver superior customer experiences and increase profitability. In a survey of over 47,000 consumers in 28 markets,\u202f<a href=\"https:\/\/www.insurancebusinessmag.com\/ca\/news\/cyber\/most-insurance-customers-would-share-more-data-for-better-deals--report-162557.aspx\" target=\"_blank\" rel=\"noreferrer noopener\">Accenture found<\/a>\u202fthat 52% of respondents would be open to providing their data in exchange for personalized life insurance policies.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For insurers that integrate data from wearable tech and biometrics devices such as Fitbit, there is a strong opportunity for differentiation. New research from Aite-Novarica Group shows deployment rates for wearable tech among life\/annuity insurers\u202f<a href=\"https:\/\/aite-novarica.com\/report\/emerging-technology-insurance-ai-big-data-chatbots-iot-rpa-and-more\" target=\"_blank\" rel=\"noreferrer noopener\">remain low<\/a>, below 5%.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Gamification, positive reinforcement, and points systems encourage insureds to develop healthier habits like regular doctor visits and daily exercise. For example, Manulife\u2019s Vitality rewards program enables users to track healthy activities through an app in exchange for rewards and premium discounts. An Ontario man recently became Manulife\u2019s\u202f<a href=\"https:\/\/www.manulife.com\/en\/news\/how-cory-became-manulife-vitality-top-points-earner-life-insurance-month.html\" target=\"_blank\" rel=\"noreferrer noopener\">top points earner<\/a>\u202fafter committing to running every day since January 2020, citing the app as a primary motivator.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Digital Coaches and Assistants Boost One Carrier\u2019s Sales by 83%&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Today, insureds demand better control and understanding of their coverage. The pandemic exposed coverage gaps for millions of workers, who spent more time reviewing their benefits at the end of 2020. Despite this, recent research by Voya Financial shows that\u202f<a href=\"https:\/\/www.voya.com\/news\/2021\/01\/voya-survey-finds-one-third-american-workers-dont-understand-benefits-they-selected\" target=\"_blank\" rel=\"noreferrer noopener\">two-thirds of American workers<\/a>\u202fwant their employer to help them better understand the benefits they enrolled in throughout 2021.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-pullquote has-huge-font-size\"><blockquote><p>35%&nbsp;<br>of workers don\u2019t fully understand their benefits&nbsp;<\/p><\/blockquote><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">This is an opportunity for insurance carriers to differentiate with an always-on, contextual educational experience in addition to improved digital self-service options.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">While a single agent or broker can\u2019t offer personalized advice to thousands of individual insureds with varying needs and levels of knowledge, technology can. Digital assistants and chatbots can answer questions, guide plan members through enrollment, and recommend new products and services based on a plan member\u2019s health and demographic information.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Like human assistants, the best digital assistants are proactive, not reactive. Ella, the name of Sun Life\u2019s AI-enabled \u201cdigital coach\u201d first launched in 2018, encourages plan members to take action on important deadlines, cost-savings, and product offerings. These nudges resulted in nearly\u202f<a href=\"https:\/\/www.sunlife.ca\/workplace\/en\/group-benefits\/member-exp\/ella\/\" target=\"_blank\" rel=\"noreferrer noopener\">two million additional interactions<\/a>\u202ffrom plan members early in the pandemic from January to September 2020. Plan members can also talk to Ella through their preferred channel, including Amazon\u2019s Alexa.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sun Life\u2019s investment in virtual coaching paid off. Because of Ella\u2019s interventions at the right time to the right user, the company experienced an\u202f<a href=\"https:\/\/insurance-portal.ca\/article\/sun-lifes-ella-is-getting-smarter-and-smarter-jacques-goulet-says\/\" target=\"_blank\" rel=\"noreferrer noopener\">83 percent increase<\/a>\u202fin additional coverage purchased than the previous year.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In a pandemic, plan members feel like they\u2019re losing control. One of the smartest things an insurer can do is to give them some of that control back with timely advice, coaching, and personalized support.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Personalized Products and Precision Medicine&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The pandemic led to more demand for benefits such as senior care, child care, and mental health services. Accordingly, plan members purchased additional voluntary coverage and many employers expanded their benefits in 2021. While some consumers understand their current options, a\u202f<a href=\"https:\/\/www.thehartford.com\/employee-benefits\/employers\/insights\/future-of-benefits-2021\" target=\"_blank\" rel=\"noreferrer noopener\">major survey<\/a>\u202ffrom The Hartford indicates that 58% of workers would like to see personalized recommendations of benefits they should select.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The hyper-personalized experience must begin with digital enrollment. The same survey from The Hartford also shows 76% of employers would be open to sharing basic employee information to inform personalized product recommendations. Health and demographic information can be used to suggest optimal voluntary benefits during enrollment using predictive analytics. Predictive analytics techniques used in tandem with digital assistants can help insurers capitalize on additional upsell and cross-sell techniques.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Some group plans now cover pharmacogenetic testing, which is used to determine an insured\u2019s response to certain medications. It is not the same as genetic testing, which runs the risk of adverse selection (and is likely not even permissible, depending on your jurisdiction). By focusing on pharmacogenetics, carriers can reduce adverse reactions to medication and improve overall health outcomes, reducing total claims payouts. This hyper-personalized approach frees insurers to offer more competitive premiums.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In 2020, a\u202f<a href=\"https:\/\/www.sanofi.ca\/-\/media\/Project\/One-Sanofi-Web\/Websites\/North-America\/Sanofi-CA\/Home\/en\/Products-and-Resources\/sanofi-canada-health-survey\/sanofi-canada-healthcare-survey-2020-EN.pdf?la=en&amp;hash=F1C763AA6B2F32C0BF2E623851FD05FD\" target=\"_blank\" rel=\"noreferrer noopener\">Sanofi survey<\/a>\u202ffound that 76% of plan members agree that they would allow their physician to get a sample of their DNA (by cheek swab) so that they could prescribe a medication that is most likely to work for them.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Hyper-personalization Is the Future&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Today, consumers expect their insurance company to offer the same level of personalization they receive from Netflix. No two Netflix users have the same customer experience. In the future, neither will insurance customers. \u202fMost plan members want to see more personalized product recommendations and more personalized assistance to understand their coverage and maximize their benefits plan.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">More insurers are using hyper-personalization to deliver the right experience at the right time to the right user. Behavioral analytics, machine learning, and digital assistants are some ways an insurer can scale a personalized experience across thousands of plan members. Insurers that invest in opportunities to hyper-personalize will reduce claims, increase loyalty, and unlock new revenue opportunities.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>AI and other technology lets insurers hyper-personalize products and services&nbsp; Key Points: Hyper-personalization in Employee Benefits&nbsp; Employee benefits plan members are customers of Amazon, Netflix, and Uber. The hyper-personalized offerings of tech giants set new standards for customer experience. Employee benefits providers should replicate these experiences to gain a competitive edge.&nbsp; In this article, we&hellip;<\/p>\n<div class=\"wp-block-button is-style-transparent-arrow\"><a class=\"wp-block-button__link majesco-2022-read-more-link\" href=\"https:\/\/staging.majesco.com\/?p=74301\">View Full Resource <\/a><\/div>\n","protected":false},"author":72,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[88],"tags":[],"solution":[19,247,248],"customers":[],"partners":[],"solution-categories":[],"segment":[239],"hot-topics":[],"topics":[],"class_list":["post-74301","post","type-post","status-publish","format-standard","hentry","category-future-of-insurance","solution-digital","solution-innovation","solution-insurance-buyer-insight","segment-life-annuity-health"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Hyper-personalization of Employee Benefits | Future of Insurance<\/title>\n<meta name=\"description\" content=\"The hyper-personalized offerings of tech giants set new standards for customer experience. Employee benefits providers should replicate these experiences.\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Hyper-personalization of Employee Benefits | Future of Insurance\" \/>\n<meta property=\"og:description\" content=\"The hyper-personalized offerings of tech giants set new standards for customer experience. Employee benefits providers should replicate these experiences.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/staging.majesco.com\/?p=74301\" \/>\n<meta property=\"og:site_name\" content=\"Majesco\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/MajescoInc\/\" \/>\n<meta property=\"article:published_time\" content=\"2021-09-24T17:54:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-04-05T19:36:38+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/staging.majesco.com\/wp-content\/uploads\/2023\/03\/image-2.png\" \/>\n<meta name=\"author\" content=\"Mike de Waal\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Majesco_Inc\" \/>\n<meta name=\"twitter:site\" content=\"@Majesco_Inc\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Mike de Waal\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/staging.majesco.com\\\/?p=74301#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/staging.majesco.com\\\/?p=74301\"},\"author\":{\"name\":\"Mike de Waal\",\"@id\":\"https:\\\/\\\/staging.majesco.com\\\/#\\\/schema\\\/person\\\/35ad7375577a8a1e2542c38f27e80fd7\"},\"headline\":\"The Future of Employee Benefits is Hyper-personalized\",\"datePublished\":\"2021-09-24T17:54:00+00:00\",\"dateModified\":\"2023-04-05T19:36:38+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/staging.majesco.com\\\/?p=74301\"},\"wordCount\":1087,\"publisher\":{\"@id\":\"https:\\\/\\\/staging.majesco.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/staging.majesco.com\\\/?p=74301#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/staging.majesco.com\\\/wp-content\\\/uploads\\\/2023\\\/03\\\/image-2.png\",\"articleSection\":[\"Future of Insurance Blog Posts and News Articles\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/staging.majesco.com\\\/?p=74301\",\"url\":\"https:\\\/\\\/staging.majesco.com\\\/?p=74301\",\"name\":\"Hyper-personalization of Employee Benefits | Future of Insurance\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/staging.majesco.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/staging.majesco.com\\\/?p=74301#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/staging.majesco.com\\\/?p=74301#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/staging.majesco.com\\\/wp-content\\\/uploads\\\/2023\\\/03\\\/image-2.png\",\"datePublished\":\"2021-09-24T17:54:00+00:00\",\"dateModified\":\"2023-04-05T19:36:38+00:00\",\"description\":\"The hyper-personalized offerings of tech giants set new standards for customer experience. 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