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How innovation improves the customer experience



This post is part of a series sponsored by The Cincinnati Insurance Companies.

At The Cincinnati Insurance Companies, internally driven innovation prioritizes improving the experience of agents and policyholders. Asked to describe innovative initiatives at Cincinnati Insurance, John Crow, Head of Headquarters Claims, shares: “We bring together critical thinkers with strong problem-solving skills and provide them with a platform to share ideas, come up with solutions and test them with our clients.

To promote innovation, Cincinnati founded the Strategic Innovation Group 2018. The company also leased space at the 1819 Innovation Hub, located on the campus of the University of Cincinnati, to support and host the Cincinnati Insurance 1

819 investment process. Selected business-submitted concepts are run through a 12-week process for customer discovery, co-creation and testing for validation. Throughout the process, a small, cross-functional team of employees engages in each phase to ensure that concepts and developed applications are fully controlled and validated for market acceptance. Through this process, the company has submitted applications to support the submission of DIY claims, remote control and flight-based images.

At the company's Fairfield, Ohio, headquarters, Studio Ventures offers employees who can not leave their jobs for 12 weeks the opportunity to validate customer-focused innovation concepts through an accelerated strategy. From this program, the company is experimenting with a way to enable policyholders to monitor their claims progress from start to finish.

What's currently going on? Cincinnati Insurance is trying to test a new "bidirectional SMS application" to allow adjusters to communicate with policyholders and claims via text and capture all communication and documentation in the claims system. This process has required review by several vendors, tested the program in the field and ensures that it meets the needs of policyholders, agents, adjusters and head office requirements.

In addition, the claims department and the Strategic Innovation Group continue the collaboration. with insurtech companies Nearmap and HOVER, Inc., with the expectation of improved property inspection and insurance by offering a DIY application to policyholders as well as enriched aerial photos to Cincinnati Insurance Inspectors, Adjusters and Insurers.

When asked how projects are selected for these innovation programs, Brad Purnhagen, strategic innovation leader, explains, “Cincinnati focuses on where there is a business impact and an unmet customer need. Whenever we can find such a space, we will charge hard against that possibility. It is clearly something that drives the impact for the organization.

Simplifying the claims process is one of the top goals of innovation in Cincinnati Insurance. Crow adds: "We want to make it easy for our policyholders and agents to do business with us, communicate with us and provide choices that allow them to interact with us how they want to interact."

Keeps the pulse of innovation all the time Cincinnati is a member of the PlugandPlay Tech Center in California, BrokerTech Ventures in Iowa and Cintrifuse in central Cincinnati. Cincinnati Insurance was celebrated for its own initiatives and became the first insurance company to receive a $ 2.5 million grant to support innovation from JobsOhio. To learn more about how innovation improves the customer experience at Cincinnati insurance companies, follow them on LinkedIn.


  John Crow, Vice President, Headquarters Claims, The Cincinnati Insurance Companies John Crow Vice President, Headquarters Claims, has been with The Cincinnati Insurance Companies for 36 years and has held various roles within the claims organization. Today, John oversees the vandalism group, which supports technology, receivables, analytics and statutory reporting, call centers and financial activities. Follow John on LinkedIn

 Brad Purnhagen, Strategic Innovation Lead, The Cincinnati Insurance Companies Brad Purnhagen Strategic Innovation Lead, has been with The Cincinnati Insurance Companies for 14 years. Two and a half years ago, Brad switched to his current role to form the Strategic Innovation Group, with experience from the departments for guarantee, risk management and corporate strategy. Follow Brad on LinkedIn

Topics
InsurTech
Customer experience

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