The global pandemic-related shutdown in 2020 made it critical for organizations of all sizes to expedite digitizing their operations. For RSA, the drive towards digital was an existing priority. The overnight shift to entirely remote interactions with brokers and customers during the pandemic quickly allowed RSA to lean into the digital advancements it had invested in in the months leading up to lockdown.
As Michael Whibley, Vice President, SME & National Programs at RSA, notes: “Being a leader in the digital space is twofold; on one hand, it means solving the challenges that exist right now, but on the other, it also helps inform the tools that best service our brokers and customers based on their needs and expectations over the next few years.”
A deeper look at RSA’s tools of today and tomorrow
Prominent tools, such as RSA Pro™ and RSA Claims Point, two of the insurer’s innovations in the digital space to date, have the same goal in mind – streamline day-to-day broker activities, make it easier to work with RSA, and improve customer interactions. “At RSA, we are deliberate about investing in tools that have been carefully considered and developed to encourage more meaningful broker and customer interactions,” says Whibley. “The most exciting aspect of these tools is how they allow brokers to focus more on solving problems for their customers efficiently, rather than simply relaying information that's easily accessible online.”
Launched in 2017, RSA Pro™ has provided brokers with an online tool that allows them to quote and bind select small to medium enterprise (SME) business within minutes. “The feedback on RSA Pro™ has been incredibly positive. Brokers find the tool straightforward and intuitive. The accessibility of an underwriter via the live chat is extremely convenient and it gives them a competitive edge on pricing, which helps close more effectively.”
Claims Point, built to be used by both brokers and customers, has also streamlined the user experience, making it easier than ever to file a claim and track its progress. Like RSA Pro™, Claims Point has flexible 24/7 availability. The tool is designed to meet today’s need for immediacy of information.
“RSA Pro and Claims Point reflect what’s really at the heart of the digital shift within insurance, which is the customer need and expectation. Our industry has felt very traditional in the past in terms of processes, but it’s clear that customers expect a more modernized experience. We are proud to have been able to evolve a legacy industry in order to meet these evolving needs,” adds Whibley.
Making brokers aware of what’s at their fingertips
Marketing automation has strongly supported broker communications from RSA, both within the tools once brokers started to use them, as well as beforehand, in generating interest and awareness.
“Some of our marketing automation would remind brokers of open quotes, which was very useful for them during busy times. We also leaned on it to help educate brokers on these tools before they were aware of how much our tools could streamline their operations. We are always looking for ways to improve the communication with our broker partners,” says Whibley. “Automating the process is another step in the digital direction that has helped RSA efficiently serve that need.”
How RSA sees the digital transformation continuing
Insurance technology will continue to evolve, and RSA is excited to be driving innovation within the sector. “In 2021, we will put more of commercial focus on our digital offerings. We feel that a portion of the commercial marketplace will continue to shift towards a more seamless digital experience. We are investing in our technology and our people to build solutions for those customers.”
The overall commitment to being a digital leader remains unchanged. After all, that is the most effective channel to facilitate more meaningful broker-customer relationships and problem solve for today and what the future holds.