Agent Mobility As A Customer Touch Point Opportunity

Agents still say ease of doing business is the key to working with a carrier.  But that means different things to different people, and certainly different things between agent and carrier.  For years carriers have been working to streamline operations within their organizations to make life easier for agents.  Recognizing and implementing standardization such as the use of ACORD forms for applications was an initial step.  Then there was integration between the carrier’s systems and the agency’s management systems that allowed agents to submit applications through online integration.  Finally came the age of the real time online portal where agents can log in to carrier systems and submit applications directly.  How much easier can it get than that – A LOT.

All of these technological advancements are offered by almost every carrier.  So what becomes the differentiator to an agent when they can place business with multiple carriers?  It’s still ease of doing business.  Which carrier allows me to get a quote the easiest by entering the fewest data points and then complete that application and close the business fastest?  Many agents try to close business in volume because more volume means more premiums, which means more commission.
 
Most of this work is done by agents within the confines of their office.  They can make visits to customers and prospects to talk about other offerings, but then many have to make a follow up appointment to review the quote requested in the meeting.  How about the chance encounter in the supermarket or the church social when you don’t have a computer with you?  This is where insurance agent mobility comes in.

The ubiquitous smartphone is always available and at the ready within its holster.  There are many carriers, such as Amica, Nationwide and Travelers, that have developed smartphone apps for insureds, but not as many allow agents to access information that way.  MassMutual, as an example, developed E4 (Electronic Enhanced Enrollment Experience) which allows agents to enroll retirement plan participants entirely over their smartphone.

If I can check in to, or change my flight on a mobile web site for an airline using my smartphone, shouldn’t an agent be able to get a quick quote for a prospect, file an endorsement for an insured, or even bind coverage and email the policy documentation to their customer?  Imagine the response by the insured to the agent when after about a 2 minute conversation, the newly insured’s phone beeps because the email with all the policy documentation just arrived in their inbox.

Wow, that was easy.

This is a major opportunity, not only for the agent, but also the carrier, to utilize the latest technology to make things easier not only for the agent, but the insured.

Share More: a framework for enhancing collaboration

In a great study McKinsey and Company published last year they showed how companies that use social and collaborative technologies extensively (networked companies in their terminology) outperformed traditional companies. They called it “Web 2.0 finds its payday”.

So if you work for a networked company – congratulations. Now if your company is part of the vast majority of companies struggling through some forms of collaboration but not seeing enough benefits, how do you get to the payoff stage?

In this following series of posts, I’ll try to offer a methodology and examples for how to do just that. Elevate the level of collaboration and create a fully networked organization one step at a time.

We call this process Share More.

The premise is simple, for each business area or function, find a real world business challenge where collaboration can make a difference. Implement it. Move to the next one.

Creating the overall framework is like creating an association wheel for the term “Share” in the middle:

Sharing can be with just a few team members or with the whole company. It can be internal or external. If you stop and think about all the interactions you have in a week, which causes you the most pain and time? Can these interactions be made simpler using technology? Can you Share More?

The first Share More solution I’d like to address is process and workflow solutions.

Share Process

Process and form automation is all about tracking and control. The real dramatic change is in giving managers and administrators visibility into every step and log of every change and update. It can also speed the process up and save effort in typing information into other systems, initiating emails or filing paper into physical files.

We’ve worked with a large hospitality organization to automate all HR and Payroll related forms through the use of InfoPath and SharePoint and learned a lot of valuable lessons that can be valid to many a process automation:

  • Strongly enforce data integrity: Most forms are created to collect data that will be fed eventually into another system. Therefore data input must come from the same source system it will end up in. Values and choices have to be restricted to valid combinations and open text fields limited to a minimum. The cleaner the data is, the less trouble it will cause down the road.
  • Know how organizational and reporting hierarchy is maintained: While you may know what system holds the organizational reporting structure, knowing that it’s 100% accurate and maintained up to date is a lot harder. Since some forms require sending confidential information like salary for approval, the wrong reporting relationship can compromise important information. Consider masking personal or confidential information if it is not essential for the approval requested (while the data, encrypted, can still be part of the form)
  • Don’t over customize: like our beloved tax code, approval workflows can get extremely complicated and convoluted as organizational politics that evolved over the years created special cases and more exceptions than rules. Codifying these special cases is expensive and prone to change. Consider it an opportunity to streamline and simplify the rules.
  • Augment with stronger 3rd party tools: while the core systems – like SharePoint contain built in (and free) workflow mechanism, it is limited in the control, flexibility, scalability and management as it comes out of the box. Some 3rd party tools like Nintex and K2 BlackPoint provide added flexibility and scalability. For a price.
  • Version deployment: Forms and process will change. How will updates be deployed without interfering with running flows and processes?

In future posts I’ll explore other opportunities for Sharing More including Sharing Insight, Sharing Responsibly and we’ll look into specific opportunities for collaboration and sharing in insurance and healthcare.

Why EMR’s Are Not Panacea’s for Healthcare’s Data Problems

So, you’ve decided to go with Epic or Centricity or Cerner for your organization’s EMR.

Think your EMR is Hamlin's Wizard Oil?

Good, the first tough decision is out of the way. If you’re a medium to large size healthcare organization, you likely allocated a few million to a few hundred million dollars on your implementation over five to ten years. I will acknowledge that this is a significant investment, probably one of the largest in your organizations history (aside from a new expansion, but these implementations can easily surpass the cost of building a new hospital).  But I will argue: “Does that really mean the other initiatives you’ve been working should suddenly be put on hold, take a back seat, or even cease to exist?”

Absolutely not. The significant majority of healthcare organizations (save a few top performers) are already years and almost a decade behind the rest of the world in adapting technology for improving the way the healthcare is delivered. How do I know this? Well, you tell me, “What other industry continues to publicly have 100,000 mistakes a year?” Okay, glad we now agree. So, are you really going to argue with me that being single-threaded, with a narrow focus on a new system implementation, is the only thing your organization can be committed to? If you’re answer is yes, I have some Cher cassette tapes, a transistor radio, a mullet, and some knee highs that should suit you well in your outdated mentality.

An EMR implementation is a game-changer. Every single one of your clinical workflows will be adjusted, electronic documentation will become the standard, and clinicians will be held accountable like never before for their interaction with the new system. Yes, it depends on what modules you buy – Surgery, IP, OP, scheduling, billing, and the list goes on. But for those of us in the data integration world, trying every day to convince healthcare leaders that turning data into information should be top of mind, this boils down to one basic principle – you have added yet another source of data to your already complex, disparate application landscape. Is it a larger data source than most? Yes. But does this mean you treat it any differently when considering its impact on the larger need for real time, accurate integrated enterprise data analysis? No. Very much no. Does it also mean that your people are suddenly ready to embrace this new technology and leverage all of its benefits? Probably not. Why? Because an EMR, contrary to popular belief, is not a panacea for the personal accountability and data problems in healthcare:

  • If you want to analyze any of the data from your EMR you still need to pull it into an enterprise data model with a solid master data foundation and structure to accommodate a lot more data than will just come from the system (how about materials management, imaging, research, quality, risk?)
    • And please don’t tell me your EMR is also your data warehouse because then you’re in much worse shape than I thought…
    • You’re not all of a sudden reporting real time. It will still take you way too long to produce those quality reports, service line dashboards, or <insert report name here>. Yes there is a real time feed available from the EMR back end database, but that doesn’t change the fact that there are still manual processes required for transforming some of this information, so a sound data quality and data governance strategy is critical BEFORE deploying such a huge, new system.

The list goes on. If you want to hear more, I’m armed to the teeth with examples of why an EMR implementation should be just that, a focused implementation. Yes it will require more resources, time and commitment, but don’t lose sight of the fact that there are plenty more things you needed to do with your data before the EMR came, and the same will be the case once your frenzied EMR-centric mentality is gone.

No one likes plain vanilla anymore

More and more businesses are seeing the sense of trying to adhere to “plain vanilla” implementations of packaged software applications, without customization to the application code. It’s cheaper on the implementation side, and certainly cheaper to upgrade uncustomized package applications.

This guiding principle is often articulated in the kickoff slides, and all the key stakeholders and executive sponsors nod in agreement.

Here’s what usually happens next.

Analysis begins. Implementation team business analysts work with designated subject matter experts (SMEs) to gather the business requirements that will be used to configure the application.  They are adamant that their job must be performed exactly as it is performed right now. The SMEs are like ravenous foodies, seeking to outdo each other with requests for  ever more exotic ice cream flavors of the day, while your plain vanilla implementation is melting away, because no one really likes plain vanilla anymore.

How can you get this under control?  Intervene early and police ruthlessly during the analysis phase. Add the following expectation-setting statements to your kick-off slides, right after you articulate your plain vanilla guiding principle:

  1.  All customization requests must be reviewed and approved by the steering committee.
  2. Potential process workarounds will be explored before any customization requests can be approved.
  3. There may be more business process changes than there are customizations to this application.
  4. We will provide training on both new business processes and new procedures for working with the new software.

Statement 4 becomes a difficulty if you have not assigned responsibility or budgeted for the effort involved in documenting new business processes, and building and delivering the process training. This is typically not part of the scope of the software implementation vendor’s responsibility.

To prepare for adherence to the full set of guiding principles, you need to develop internal business process/change management capability, or budget  for outside help in support of any major system implementation. Failure to do so puts the success of your software implementation project at significant risk.

Last piece of advice: at your go-live party, serve two flavors of ice cream.

Plain vanilla for the team(s) who favored the process workaround route. If they were really good, give them a choice of toppings. For the others, give them exactly what they craved. They’ll fall into line on the next implementation.

Technical Debt – Managing near term technical “borrowing” to prevent bankruptcy

In my recent client engagements, I’ve discovered that increased flexibility (in product development / deployment, mobile capabilities, back office integration, etc.) is still top of mind. But, as organizations weigh options for meeting their specific business needs, tailored, custom build efforts may be required when system replacements or refacing/modernizing front ends fail to meet long term business objectives.

Often times, proposed modifications are defined to bolster existing systems as a short term, quick win solution, until a more permanent solution can be afforded.Carriers who elect to undertake custom build efforts in-house are faced with balancing the following resource challenges:

  1. Retaining full-time resources with sufficient expertise in both initial custom development and ongoing maintenance efforts.
  2. Enlisting external consultants who have both System Development Life Cycle (SDLC) expertise and significant industry expertise.

Either approach drives the carrier to consider the cost of ensuring quality design and development practices against tight budgets and competing business priorities.

Although a quick fix enhancement may seem to be the cheapest route, a Software Productivity Research study from 2010 found that a patch is only less expensive through the early rounds of coding. After that, it is significantly cheaper to code — and significantly more cost effective to maintain — for the longer term solution.

Most concerning is the tendency for organizations to prioritize the short term objective without fully considering the potential long term ramifications.  I can see the value of targeted modifications to existing systems for a short term, short expected lifecycle goal.  However, it seems that regardless of the intended short term lifecycle for these “Band-Aids,” the modifications are exercised years longer than planned.  The term “technical debt” has been top of mind in many discussions I’ve had recently, where we face the challenge of helping carriers fully scrutinize their options and understand the consequences of their decisions. Carriers performing more internal development need to understand that any short cuts made for an immediate patch MUST be structurally reworked in order to repay the technical debt instigated to get the fix up and running.

For example, in one instance, an organization has been weighing options to achieve a business goal given several unknown future factors.  Options included expanding an internal system – which evolved through bolt-on requests and had become a critical system – or building these capabilities within a new system.  The technical debt factor was paramount in this case, as the expected lifecycle of the selected solution weighed in heavily.  Given the uncertain future state, a short term solution may work for a year or two, but the probability of a three+ year expectancy drives a far more strategic approach.  Any short term patches made to the existing system would become exponentially more costly to support as the system remains in use.

This doesn’t mean that there can’t be quick fixes applied to meet an immediate need, but carriers should look beyond the next quarter and evaluate their debt repayment plan before making the decision to implement a quick fix.  Nearly every carrier I’ve worked with has an internal system that grew to be a critical platform and now requires full time business and IT resources purely for maintenance alone.  As the cost to maintain such a system grows, so does the cost to replace it. Carriers must consider the true long term benefits and ramifications of their development efforts and make strategically sound decisions to meet both short term needs and long term business goals.

Adobe, IBM, WebTrends, and comScore named leaders in Web Analytics

Independent research firm Forrester recently released their annual “Forrester Wave: Web Analytics, Q4 2011″ report naming Adobe, IBM, comScore, and WebTrends as the current leaders of the web analytics industry. AT Internet and Google Analytics were also included as “strong performers” while Yahoo Analytics took 7th place as the lone wolf in the “contender” category.

Not surprisingly Adobe Site Catalyst and IBM Coremetrics stood out with the top two scores overall but WebTrends Analytics 10 and comScore Digital Analytix showed major stengths as well. Unica NetInsight, another offering from IBM did not make the list because of its inevitable fate to be merged with Coremetrics. In 2010, IBM acquired both Unica and Coremetrics. The Forrester report states, “IBM is incorporating the complementary
and notable features of Unica NetInsight into a merged web analytics solution based on the
Coremetrics platform.”

The full report can be downloaded from Adobe or WebTrends and will likely show up on other vendor sites soon.

Don’t Let Your Enterprise Overhaul Plan Implode Like the Red Sox….A Disgruntled Fan Vents

You have your architecture design all laid out; the proper resources have been secured and contracted for the duration; the development starts off a little rocky, but quickly smooths out, and you’re sailing along through the project.  Everything’s firing on all cylinders while you’re blowing through all the deliverables with ease, and you can see the potential success coming; you near the end of the project in System Integration Testing – when it all falls apart like the 2011 Red Sox.

On paper, the project plan looked flawless with plenty of time allotted for each stage, including contingency.  Your Agile development method had been tried and tested, and everyone understands his or her role.  You can do everything right to position your company for success, yet fail in the execution.

There are many factors that contribute to the success or failure of a project:

  • Focus and Concentration
  • Expertise
  • Reserves
  • Communication
  • Team Chemistry

It all starts with focus and concentration.  A system replacement project is a full-time job, and if people become distracted by other issues, such as production support responsibilities or competing projects, those distractions impact the quality and timeliness of the system replacement. Just like a pitcher who’s distracted by off-field issues or his next contract can start throwing meatballs, your project resources can be sucked into other issues and neglect their tasks at hand.

Aligning individuals with the correct task for their skill sets is key.  It’s difficult for a project to be successful if resources are overwhelmed by learning new technology. Confused employees beget faulty implementations that must later be fixed or replaced. If a player’s used to playing center field, and you stick him in left with a large wall behind him and much closer to home plate than he’s accustomed to, you’ll be stuck with defensive problems that cost games.  Similarly, it’s also important to have depth and reserves available to fill-in.  Should resources be unable to complete the work, you need competent people available to step in and allow the project to continue without causing a misstep.  If one of your best young pitchers goes down with a back injury, or your “All Star” third baseman is sidelined with a hernia, you need to have people available in AAA who can step in and hold their own to keep things moving in the right direction.

I love the Agile development methodology.  There’s constant communication – everyone meets every day, short sprints of development and delivery meetings, easy to follow tracking reports on tasks, publicly displayed reports on progress – everyone knows what’s going on. Constant communication yields accountability and support. If people see that they may be lagging behind, they’ll put in more time to compensate. If others are ahead of schedule, they may be able to help those whom are lagging. However, the danger is that if one group does lag behind, it can also draw others into that quicksand. They may say, “If the others are behind and no one cares, why should I kill myself to get my own work done?”  Therefore, it’s important to keep everyone motivated with accountability and let everyone know where everything stands.  This methodology also applies to enterprises as a whole.  If your pitchers are throwing so poorly that they can’t get past the fourth inning, it can create derision in the clubhouse. Your DH might start telling players, “If you can’t get the job done, we’ll have to play relievers instead.”  Or, if your new “star” left-fielder can’t get on base and use his speed to score, you need to communicate to the team why those players are still in those positions.  The oft-quoted definition of insanity is “doing the same thing over and over again and expecting different results.”

Not enough can be said about team chemistry.  Team chemistry is most important when the chips are down.  That’s what helps get you out of the doldrums and put you back on top of your game.  The team needs support from management, not only in providing the proper tools to accomplish their tasks, but also to let off steam for a respite and work together on something completely different.  Take a Friday afternoon off for the team to play volleyball on the back lawn with a BBQ lunch, or a laser tag session to get their minds thinking about something else and staying fresh.  In order to achieve success, everyone must pull together.  Get them to socialize with each other and build that rapport where they want to support each other.  Keep everyone working closely, lock them in the same room if you can, because that will help build those close relationships amongst the team.  You can’t have everyone only concerned about their performance and not working together.  You can’t have 25 guys-25 cabs.  When it gets to the end and you’ve lost 19 of the last 24 games, there’s no character there to save you.  Team members will give up on each other and graduate to a self-fulfilling prophecy of loss.  A player might say, “If pitching lets up another long ball, I’m not going to try my hardest to catch the ball.”  The defense gets lazy, balls aren’t played properly, and more runs score.  In those situations, you need to “Cowboy Up” and do whatever you can to win.  You need to cheer for each other and not expect the worst to happen.  If you expect the worst, you’ll make it happen.

Simply putting the plan together doesn’t mean it will be successful. You have to do all things well in order to make it happen and achieve success.

(Personally, this blog entry has been very cathartic.)

CRM for Insurance — Creating a Facebook network or just another MySpace?

As I travel around the country meeting with dozens of both  Life and Annuity and Property and Casualty insurance firms, I am seeing two all too common themes:

  1. A majority of insurance firms are talking about the business value a CRM solution could bring to their enterprises
  2. These firms are talking, not taking any action

That being said, a few have dipped their toes in the water, usually just to manage one piece of agent or insured data, with limited or no system integration, and thus limited user adoption.  Others are taking a bit of a different tactic, in that they agree they need a central place for agent and insured information, but are focusing on aggregating that information in some form of a data warehouse.  This type of solution tends to result in very few workflow capabilities or any sort of action, because it is by design an area where data is sent and manually manipulated and analyzed for some sort of action to be taken later, utilizing yet another system.

This brings me around to the critical question: is a CRM solution for the insurance industry a Facebook network or just another MySpace?

The answer, from my perspective, lies within the occurrences above. The insurance industry tends to create siloed areas where  information resides, in  this case, either an unintegrated CRM system or a data warehouse with some sort of reporting technology on it.  If this practice continues then I believe CRM will go the way of MySpace, like so many   hot topics and big  ideas, and just fade away.

In order to make CRM the Facebook type success it could be in the insurance industry, the industry itself needs to take on some of that Facebook mentality.  I am not suggesting we start sharing our photos and weekend plans….. Instead, we give CRM a successful future by integrating it with multiple systems to create a centralized place to host a 360 degree view of the individual insureds. Insurance firms can then layer on Agent information and link their book of business by “friending” (or utilizing the multiple hierarchies in CRM) to connect to their insureds and create an insurance-based social network.

Once firms have this insurance-based social network of information, the true value of CRM can be seen by utilizing workflow, reporting, marketing and mobile capabilities to drive new sales and better customer service.

What was MySpace again?

Virtualization in Insurance

The Power of a Desktop in the Palm of Your Hand

Is Desktop-as-a-Service a Subset of IT-as-a-Service?

I read this blog recently, and it prompted some reflection on the possible applications for time- and cost-saving benefits in the insurance industry.

There are two basic types of insurance carriers from an IT perspective

  1. Carriers that sell insurance and use IT to support their business goals
  2. Carriers that are an IT shop that also sell insurance.

Though these types of carriers are very different, virtualization is a concept that benefits both.  Virtualization enables carriers with smaller IT shops to effectively leverage improved support efficiencies and more flexibility and allows larger IT organizations to redeploy resources for bigger projects like core system upgrades.

“Virtual desktops,” the keystone of visualization, free a user from hardware burdens by introducing “greater synergy, efficiency, and agility.” This allows users to embrace a mobile and more flexible work style.  This versatile technology applies to a variety of scenarios. With the help of an iPad or Galaxy tablet connected via WiFi to the local area network (LAN) and radio-frequency identification (RFID) tags, doctors have all of their patients’ records at their fingertips. A similar approach benefits insurance agents when visiting customers. With mobile desktop in tow, Claims Adjusters carry their office with them, and Underwriters spend more time in the field reviewing referrals with Agents.

Desktop-as-a-Service as a Subset of IT-as-a-Service has its own benefits. With virtual desktops, new users easily and quickly enter an established network with their own legacy systems already on their desktop.  It becomes easier for an agent to catch a plane to another office, log in, and there’s his desktop, ready to provide personal office functionality.

Lastly, as a part of efficiency improvements, virtualization minimizes the cost of hardware upgrades not only for those of whom work remotely, but for all users in an office.  Because all applications run on servers, users operate smaller systems without a large hard drive and processor.  In addition, any application and operating system problems users experience are addressed without requiring IT to visit the remote machine.

Sorry, Nick Burns the computer guy! You’ll be out of a job.

Keeping it Fresh: The 6 Pillars of Web Content Governance

Content. It is the bane of existence for web marketing managers everywhere. As soon as a new site is up and running, the content is getting old in inaccurate by the minute. Chasing business owners to revise, update or write new content is a constant struggle. To make it worse, many areas may not have an owner at all..

Fancy CMS systems were supposed to solve all that with expiration dates on content and distributed ownership but the tools themselves are just the means. People still need to use them.

That is where Web Content Governance comes in.

Web Content Governance is the overall approach to the way content is created, managed and maintained intended to ensure consistency, accuracy, relevance and compliance. It generally comprises of 6 main components: Process, Structure, Policies, Standards, Ownership, Processes and the Systems that are used to enable, enforce and automate them.

The details of each component vary between companies but generally include the following:

  • Process
    • Creation
    • Updates
    • Retention / expiration
    • Archiving
    • Workflows:
      • Editorial review
      • Legal review
      • Brand Review
      • Publishing
  • Structure
    • Content classification
    • Media types
    • Taxonomy and Metadata
    • Hierarchy and inheritance
  • Policies
    • Legal
    • Security
    • Data collection
    • E-mail
  • Ownership
    • Roles
    • Permissions
    • Escalation
  • Standards
    • Brand Guidelines
    • Content guidelines
    • Accessibility
    • Legal
    • Copyrights
  • Systems
    • Content Management System (CMS)
    • Digital Asset Management (DAM)
    • Document Management
    • Business Process Management (BPM)

Few tips and tricks

  1. Assign a bad cop. A senior enough executive who would be the enforcer.
  2. Build a team of champions. Department of area champions who have enough familiarity with the tools and can provide knowledge and communication channel to different business units and groups. The team should meet on a regular basis.
  3. Use automation. The ability to set content expiration is a great way to ensure all content is looked at (however briefly) regularly.
  4. Don’t relinquish control over the last step. Someone from the centralized web / marketing team should still review every page before it is being published