Entrevista a Marina Oberholzer, consultora sobre la Investigación del comportamiento de Swiss Re
COI. Regarding your participation at the Insurance World Distribution Challenges 2015, could you please give us some ideas about your speech “Behavioral Economics: How small changes to context can lead to large changes in customer behavior”.
[box style=»2″]
«Muchos de los modelos utilizados en la industria de seguros se basan en supuestos derivados de la teoría económica clásica. Es decir que los seres humanos somos perfectamente racionales y tenemos una capacidad infinita para procesar grandes cantidades de información.
Por el contrario, la economía conductual es una disciplina que combina puntos de vista de la psicología y la economía al reconocer que nuestra atención es limitada y este sesgo está profundamente arraigado en nuestra toma de decisiones del día a día».
[/box]
MO. Many models used in the insurance industry are based on assumptions derived from classical economic theory. Namely that human beings are perfectly rational and we have an infinite capacity to process large amounts of information.
By contrast, Behavioral Economics is a discipline that combines insights from psychology and economics to recognize that our attention is limited and bias is deeply ingrained in our day-to-day decision making.
At Swiss Re, we apply these insights on a daily basis to devise real live tests that we conduct together with clients. Our goal is to better understand insurance customers and improve our interactions as an industry with them. Through our work we managed to obtain higher email open rates, increased honesty in underwriting, and lower lapse rates. We learned that, sometimes, small and cheap changes to context can have a massive impact on outcomes.
COI. What are the main challenges, changes and opportunities that Insurance Industry will face within in the next years?
[box style=»2″]
«Debemos entender mucho más sobre su comportamiento (del cliente), sobre lo que le impulsa a la toma de decisiones y la información que necesita para sentirse a gusto».
[/box]
MO. In a fast-paced, changing environment, now, more than ever, we need to be close to our customers. We must understand a lot more about their behavior, what drives purchasing decisions, and the kind of information customers need in order to feel at ease with insurance products. Behavioral science can help with all that.
COI. Can you tell us three reasons not to miss the Conference Insurance World Distribution Challenges 2015?
MO. It will be informative, inspiring, and fun!
[box style=»2″]
«¡Una reunión para obtener información, fuente de inspiración y divertida!»
[/box]
