Capgemini helps ING to reposition itself in the Belgian insurance market
Working with Capgemini was a very good experience due to their professionalism in program management, testing, organization and follow up. They were able to provide us with some very good functional analysts. Christa Decaestecker, Project Manager, ING Auto
As part of its business transformation program, ING Belgium initiated changes in the distribution of insurance products. These included changing a traditional sales approach (branches and brokers) into an integrated cross channel approach.
ING Belgium sought to differentiate itself from other motor insurers and attract 250,000 new customers within five years.
Customers wanted a choice of networks at all times and access to a personal contact for support during the purchase process.
Customers were also price sensitive and wanted to be able to switch easily from their existing motor insurance provider. A simple and easy to use website would encourage customers online.
The translation of ING’s requirements dictated development of a comprehensive IT solution and architecture distributed through four main channels of ING to provide full transactional capability for the branch network, call center, Internet banking via HomeBank and the Internet via www.ing.be. The solution comprised:
- mid-office activities such as enquiries, commercial follow-up, contract approvals
- online payments system
- activity reporting by channel
- integration of the ING insurance services product into ING Belgian MIS reporting chain
- financial orders and reporting
- inbound and outbound document handling.
The low cost solution provided straight-through processing across all networks and maximized online underwriting decisions with minimal need for back-office intervention.
The marketing campaign to launch ING Auto.be had an immediate impact, creating a new position for ING Insurance in the Belgian market. It has exceeded expectations in attracting new customers. The flexibility proved popular, enabling ING to use its branch network to convert a higher proportion of enquiries. The multi-network capability has also proved highly effective in cross-selling other ING insurance and banking products through HomeBank.
ING met customers’ price expectations with an innovative pricing model that allowed ING to offer highly competitive prices, especially to low risk customers.