Інноваційні технології дистрибуції страхових продуктів

Abstract

Обґрунтовано необхідність застосування у діяльності страхових компаній інноваційних підходів до управління господарськими процесами, новелізації на цій основі страхових послуг і якості обслуговування страхувальників. Розкрито роль інформаційних технологій та охарактеризовано інноваційні канали дистрибуції страхових продуктів, які застосовують зарубіжні страховики. Виокремлено їхні переваги і сильні сторони для операторів страхового ринку. Виявлено тенденції та визначено передумови модернізації технології просування страхових продуктів вітчизняними страховиками. Introduction. The growing role of multimedia and virtualization of public relations, the efficiency of insurance companies development and preserving their competitive advantages in the market of financial services depend on the activity of implementing innovative technologies of insurance products and increasing the quality of customer service. Purpose. The aim of the research is the grounding of the use expediency in insurance companies the innovative approaches to the management of business processes, novelization of insurance services on this basis, identification of peculiarities, advantages and disadvantages of innovative technologies and distribution channels of insurance products, as well as outlining the most adaptive for domestic insurers. Results. Priority innovative channels of insurance products promotion are the following ones: co-branding, the Internet, social networks and aggregators. The most adaptive among the outlined ones are co-branding in the form of bancassurance. The technical and informational activity of citizens and their readiness to purchase insurance through the Internet are increasing, social networks and aggregators are becoming popular in the interaction between clients and insurers. Conclusion. In order to modernize distribution channels of insurance products in Ukraine, the cooperation of insurance companies and banks should be deepened, and the range of the services implemented by the latter should be expanded, and client service technologies should be improved. Also, it is necessary to introduce the electronic policy, quality upgrade insurers’ Internet offices, to expand their presence in social networks and online accessibility of insurance products, to encourage electronic documents and electronic signature. Using international experience, it is useful to test aggregators, telematics, mobile interfaces, insurance portals. In the conclusion, it will bring to a higher level of its development the insurance market and it will increase the efficiency of insurance companies at it.