BY PROVIDENCE OBUH
A recent survey carried out by Accenture has revealed that the insurance industry could tap into huge revenue potential only through a deliberate transformation and positioning of the sector.
The survey tagged: Consumer Innovation Survey on Insurance, demonstrated convincingly that insurance customers want relevant, convenient and cost-efficient products that address their buyer values and needs.
The survey showed that the predominant insurance product uptake by 1.5 per cent of the population that is insured is motor value insurance.
Another survey across several geographies indicateed that 67 per cent of customers would consider buying insurance from organisations other than traditional insurance companies, while indicating that insurers must take the offensive, make some bets and take some calculated risks to attract and acquire new customers and to retain the customers they already have.
According to the survey, “The revenue potential that is at play for the insurance industry is significant but will only be realised through deliberate transformation and positioning that enhances all channels and experiences.
“Companies that transform their technologies as well as underlying business models will be equipped to deliver the experiences that customers will increasingly expect and demand. Only true digital transformation at a strategic level will let customers define their own experiences rather than simply provide products for them to buy.”
Accenture recalled that the EFInA, Access to Financial Services in Nigeria 2012 survey confirmed that: while 28.6 million adult Nigerians are currently banked, representing a banked population of 32.5 percent of the adult population, only 1.3 million adults, 1.5 percent of the population have personal insurance;
As a result of the deliberate collaborative strategy and individual actions by banks to focus on specific un-banked and under-banked groups, the banking sector is well on track to dent the financial exclusion trap and to increase banking inclusion to 80 percent by 2020.
The insurance industry in Nigeria is over-concentrated on intensively competitive, over-sold and narrow-margin corporate underwriting, dominated by brokers while under-serving and under developing personal risk underwriting.
The same report indicated that the areas where risks are experienced which in turn imply a high need for insurance have extremely low insurance uptake.
Accenture said, “There is an opportunity for the insurance industry to translate the areas of acknowledged need to effective demand for risk cover.”
Some of its key finding showed that insurance must be ‘sold’ and the driver for growth in insurance is effective selling predicated on clear customer segmentation and customer centric strategies; also that optimal sales performance insurance is achieved by knowledge-based customer insight, enabled by the combination of distinctive sales methods and supporting sales tools.
On youths and insurance, Accenture said, “With the demography of the Nigeria population, clearly a successful digital positioning will be necessary for insurers to realize the opportunities offered by the younger generation.”
Accenture is an outsourcing company, with approximately 289,000 people serving clients in more than 120 countries. Combining unparalleled experience, comprehensive capabilities across all industries and business functions, and extensive research on the world’s most successful companies, Accenture collaborates with clients to help them become high-performance businesses and governments.