Since our origins more than 30 years ago, we are strongly linked to the insurance sector, so we could not miss the opportunity to participate again in the Insurance Week, the most relevant event of the sector in Spain. This will be the tenth time we celebrate it and we are always committed to surround ourselves with great experts in the sector and contribute our vision on the world of customer communication.
In a meeting dedicated to explaining the changing times the industry is going through, we have developed a session whose title, we believe, says it all: “Changing times in the relationship with policyholders: regulation, innovation and client management”.
Over the course of 90 minutes, organized into three round tables, we tried to talk with our guests about various topics of interest.
In such a competitive and regulated environment as the insurance industry, it is necessary to achieve excellence in the processes related to policyholder management, including personalized communications/conversations with customers throughout their life cycle.
From acquisition to disengagement, there are multiple channels, some of them novel such as RCS or WhatsApp that we will have to interconnect to offer an optimal experience and in turn obtain a unique customer view.
This unique vision, increasingly prized and “fed” by data, if properly managed, becomes a key aspect of the business. Data, properly treated, is transformed into knowledge, the basic fuel of Artificial Intelligence that can act as an independent digital agent, helping the human or allowing a hybrid version where the best of both worlds can be enhanced.
In addition, building trust in digital relationships with customers is increasingly a critical factor, where the figure of the trusted service provider plays a fundamental role.
Trends in regulation and innovation
Our CEO, Javier Echebarría, presented and moderated the event. In his introduction, he talked about the latest trends in regulation and innovation and how they impact customer management, all with AI as a nexus.
Balancing security and regulation in communication
Next, in the first round table, Alonso Hurtado (ECIJA) and David Griñán (commercial director of MailComms Group) reviewed the main channels of communication with customers from a double perspective in balance: security and regulation. Thus, the impact of the NIS and DORA regulations on the sector or the new perspectives for trust service providers brought by eIDAS appeared in the conversation. The two experts also explained the evolution of digital wallets, which are moving towards their technical approval, and the new directive on Artificial Intelligence and the role of digital agents, where regulatory security and operability are condemned to understand each other in a complex balance of a regulation that sometimes restricts innovation.
New ways of conversing
Innovating in the ways of conversing was the title of the second presentation, in which Ángel Uzquiza, (Santalucía’s corporate director of Innovation) and Teresa Arandilla (our commercial director of Legal Communications) participated. The two speakers reviewed the Santalucía Group ecosystem, in which startups, employees, mentors and experts collaborate to develop strategies for digital transformation and social impact based on disruptive solutions.
In this context, they explained an innovation project suggested by Santalucía’s own employees and which won a prize: the sending and certified signature of policies through WhatsApp as a channel with full legal guarantee, facilitated by MailComms Group. The process includes obtaining the consent to use the channel required by the RGPD and the secure signature after authentication via DNI.
Teresa and Angel also addressed the challenges of AI in terms of loss of trust and infoxication and how the figure of the qualified trusted service provider can reverse the situation.
AI and people in action, a new relationship model
The final round table was dedicated to the new relationship models born precisely from the interaction between AI and people, in this case, customers in the insurance sector. Participants included Carmen Bañuelos (Marketing & CRM at Generali), Beatriz Clemente (RVP Financial Services Spain at Salesforce), and the panel was moderated by Manuel López (CEO of UnifiedComms, a MailComms Group company and official Salesforce partner ).
During this last part of the session, the speakers reviewed Generali’s use of AI in its Marketing Cloud, thanks to Einstein from Salesforce. They also highlighted the capabilities of our CertySign platform’s integration with Salesforce for sending certified multichannel communications and transactions.
In addition, they discussed topics such as the figure of the autonomous agent, Agentforce and various cases of use of this technology in the sector.
