Tencent Microinsurance Qi Xianhui: Claims service "three steps" to improve user service quality and efficiency
2024-08-12
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As a basic institutional arrangement of the modern market economy, insurance is a powerful means to promote economic development, improve people's livelihood security, and contribute to common prosperity. With the deepening of reform and the release of the decision-making and deployment of "doing a good job in the five major financial articles", the insurance industry has ushered in a historical opportunity for high-quality development and has begun to accelerate the transformation from the pursuit of speed and scale to the focus on value and efficiency. In this process, as a "connector" linking the upstream and downstream of the insurance industry supply chain, how should insurance intermediaries position their own value in the new era?
At the "2024 Insurance Intermediary High-Quality Development Forum" held recently, Tencent Microinsurance, on behalf of the Internet insurance agency platform, elaborated on the solution: Microinsurance is committed to building a tool-based platform that can help users solve insurance problems, and based on user value, it gives users value by solving problems, so as to improve the quality of insurance intermediary services and contribute to the high-quality development of the industry. In terms of claims, according to Qi Xianhui, senior director of Tencent Microinsurance's claims service department, the number of customers served by Microinsurance's "Claims Helper" has exceeded 8.59 million, and the amount of compensation has exceeded 5.2 billion.
Leverage the advantages of the insurance platform to serve as an insurance service tool
At present, the insurance industry has entered a new stage of transformation and development. Li Yunze, director of the State Financial Supervision and Administration Bureau, pointed out at the Lujiazui Forum that in order to deepen reforms and enhance the driving force for high-quality development of the insurance industry, it is necessary to promote the insurance industry to adhere to connotative development, characteristic operation and refined management; guide insurance institutions to accelerate digital transformation and improve operational management efficiency; enrich products, improve security services, and promote better matching of supply and demand. Insurance intermediaries are the connectors between the insurance supply side and the user side. At this point, there is much room for service innovation.
As an important part of Tencent's financial sector, Tencent Microinsurance is based on the attributes of Internet insurance and takes advantage of the endowment of WeChat ecological resources to strive to improve the quality of industry services and provide new solutions. Tencent Microinsurance hopes to be an insurance service tool, that is, to use high-quality services throughout the three major directions of planning and protection, purchasing and configuration, and problem solving, to integrate the upstream and downstream of the insurance supply side and give full play to the value of the platform.
In business practice, Tencent WeSure launched a full-process service solution called "Insurance Helper", which includes three digital service matrices: "Planning Helper", "Insurance Helper" and "Claims Helper". It has several functional modules such as insurance encyclopedia, insurance plans, social security inquiries, risk assessment, and my family insurance policy. It runs through the three stages before, during and after the user's insurance, and can help users accurately solve pain points such as "what to buy", "which one to buy" and "how to claim", and effectively reduce the industry's long-standing problems of long insurance configuration cycle, difficulty in insurance purchase, and unsmooth insurance claims.
In fact, as an insurance service tool, Tencent Microinsurance, while helping to solve the problems of supply and demand in the insurance industry, has also played a positive role in the broader perspective of the insurance industry's transformation and upgrading to "digital insurance". For example, it has continuously enriched digital service tools, promoted innovation in the entire service process with technological innovation, and greatly improved the quality and efficiency of the insurance supply chain; backed by the Tencent system and WeChat ecosystem, it has enabled cost-effective inclusive insurance to be more widely and efficiently provided to various groups such as flexible employment personnel, new citizens, the old and the young; and digitized the entire process, greatly reducing paper consumption and practicing the concept of green finance.
From "peace of mind compensation" to full claims settlement, "Claims Helper" has helped pay out more than 5.2 billion yuan in claims
A claims settlement model that is trustworthy to customers is the most intuitive reflection of the value of insurance, and is also an important direction for the improvement and spillover of the value of insurance intermediaries. Since its inception, Tencent Microinsurance has always regarded insurance claims as the core of its services. On the one hand, it follows up on claims services vertically along the claims settlement path before, during, and after insurance. On the other hand, through the innovation of tools and models, from Microinsurance’s peace of mind claims, WeChat’s quick claims, to full claims, it expands the value of claims horizontally. By combining vertical and horizontal methods, it continues to impact the high level of claims service.
Qi Xianhui introduced that we found that the issues that users are most concerned about are claims and service issues, so we have built claims as the core capability and long-term capability of the Tencent Micro Insurance platform. At present, we have built a service tool system from "Micro Insurance claims to innovative claims to full claims" for both Micro Insurance customers and non-Micro Insurance customers.
In 2022, Tencent Microinsurance launched the "Microinsurance Peace of Mind Compensation" service. During the service process, adhering to the concept of "simple, transparent, and full-time companionship", it has completely opened up the entire process from "investment" to "insurance". Before insurance, through responsibility analysis, process guidance, and pre-claim information, users can buy with peace of mind; when purchasing, through popular questions and answers, case interpretation, users can buy with confidence; when making claims, through a multi-channel claims reporting mode, the speed of claims is improved, and one-to-one customer service assistance is provided for issues such as uploading claims materials, so that users can pay with peace of mind; after the claims, through manual assistance and dispute assistance services, users can pay smoothly. As of now, Tencent Microinsurance's "Peace of Mind Compensation" has covered online claims for multiple types of insurance, such as life insurance, auto insurance, and property insurance, serving more than 8.59 million users, with an online reporting rate of up to 98%, and a cumulative compensation amount of more than 5.2 billion.
In 2023, Tencent WeSure will continue to upgrade the "WeSure Confidence Compensation" service system, and jointly launched the "WeSure Quick Compensation" service with WeChat Pay and insurance companies. In business practice, after users pay medical expenses with WeChat, a "Go to Claim" prompt will appear on the payment page, and users can click to jump to the claim-related page. The significance of WeChat Quick Compensation is not only to provide users with a very simple claims experience, but also to achieve the transformation of the insurance industry from "people looking for claims" to "claims looking for people" model, allowing the insurance industry to enter a new stage from passive claims to active claims in one fell swoop. So far, the WeChat Quick Compensation function has covered more than 10,000 public medical institutions and 27 provincial regions across the country; the one-day compensation achievement rate for outpatients has reached 99%, and the two-day compensation achievement rate for hospitalization has reached 95%.
Currently, Tencent Microinsurance's claims system is rapidly moving towards full claims, that is, in addition to providing Microinsurance users with claims services covering all products such as life insurance, property insurance, and auto insurance, it will also gradually provide services to users who use WeChat and have purchased insurance, and help them take the Tencent Microinsurance "claims service express" more conveniently and efficiently by opening a unified reporting portal. At present, Tencent Microinsurance's full claims has connected more than 30 insurance companies, achieving 100% connection for Microinsurance users, and the proportion of non-Microinsurance users who have entered the claims service portal has reached 92%.
The insurance industry is the "shock absorber" of the economy and the "stabilizer" of society, as well as the "ballast stone" of the public's happy life. It is imperative to adhere to the political and people-oriented nature of insurance services and to rely on user value. Looking to the future, as a pioneer and pathfinder in the digitalization of insurance intermediaries, Tencent Microinsurance will continue to play the role of insurance service tools, adhere to the original intention of "technology for good, insurance for the people", and contribute to the healthy development of the insurance industry.
