Page 9 - Turkinsurance Digital Magazine

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will be able to design proper products towards the needs of their that will innovate the business conduct of agencies has been de-
customers. This situation will both greatly contribute to the da- signed as to become a single platform for agencies to conduct all
tabase of insurance companies and build a transparent bridge processes regarding Generali Insurance. Thanks to this new plat-
between the customer and the insurance company. form, agency will have the chance to manage all insurance ac-
tivities related to Generali Insurance at anywhere on any device.
Shortly, the digitalization we have mentioned is an inevitable re- Thanks to the new system, the performance of our agencies will
ality. In order to fully benefit from the opportunities that digital increase and their effort will not be unreciprocated and we will
technologies provide, we approach to these as the basis of our earn all together.
business strategy. In the meantime, by utilizing swifter and more
flexible different architectures instead of slow and sluggish IT What are the objectives of Generali Insurance for the end of
models, we manage mass data more efficiently. Thanks to these the year 2019?
added values, we aim to take place in our customers’ lives as a
more productive participant. We are mainly on the top 3 at all countries we are present. We
are not at this position in Turkey at the moment. Therefore, we
What is your opinion about how the experienced digital de- consider Turkey as a market that we will both invest and ex-
velopments will force the agencies in terms of change? pand. Once we have taken up the position together with our new
strategical plan, it has been our primary objective to move the
In our day, innovation has become a necessity of the century. company to a profitable structure and to enable digitalization. In
Following the technological improvements gaining momentum, order to fulfil our responsibility to our customers, agencies and
many fields of life has been taking a new shape particularly the employees, we press ahead with our profitability oriented strate-
business world. Along with these changes meeting the demands gy in the year 2019 too and then we desire to get one step closer
of the consumers gain importance as much as facilitating their day by day to our target of premium generation of 500 million
lives. In this sense a digital transformation specific to agencies Liras and double digit operating profit.
can be considered as a must.

I think digital will also impact heavily the agency business.
Which still tend to be quite traditional. So I see different area
of impact.

Probably the first one is the customers need advise. So the possi-
bility for the agency to create the right service, the right product
depending on real needs of the customer which is not the case to-
day for example if you see casco product this just one size fits all.

So I think the new way of proposing the product and understand-
ing the custermer needs through digital platform could make a
jump in terms of agency value to the customer. And other area
I think the precence on social media in general and on digital
marketing.

So today marketing is not anymore you know just bilboards and
ATL. Is much more on social, is much more on their personal
network. Which I think still a quite unexplored area from agency
perspective. And I think there is also big topic around paperless
work so to work without any papers to digitalize it on business
and its on process and daily work.

We provided the modular insurance product to our agencies at
the end of the previous year. Besides we adopted our new digi-
tal platform GATE that will change and facilitate the business
conduct of agencies. GATE providing numerous new application

Rabia Kübra Kanun / kubrac@bestyayincilik.com