ersonalized home page. The offers could relate to buying new policies or making changes to old ones. Recommendations for scheduling premium payment, switching policies, changing amounts etc. Informing the policyholders of the possible riders. This is especially important if some life event is detected. Most important life events involve the need for a new policy or for making changes to the old one. For unit-linked policies, the policy manager could offer information and advice on the performance of various sectors of the economy, and which sector offers the highest returns.Facilities for on line claims filing and tracking. Filing and tracking requests for change of policy / modifications etc.Facility for initiating online chat video conferencing to service representatives.Online changes to the policy documents: this can be done using the Webex technology. A virtual meeting between the client and the underwriters can be arranged and the requisite policy changes made. However, given the costs involved, this service can be offered only to higher end customers. Ask for referrals. Offer benefit for each referral by the user. (Of the above features, the recommendations related to online filing and tracking of claims / policy changes require extensive integration and automation of back end processes. Therefore the implementation of these recommendations is contingent on the overall level of workflow automation that is prevalent in the insurance company. However, the author believes that the rest of the recommendations do not involve similar issues and can be implemented even if the web site is isolated from the company’s backend systems. ) 8THE USE OF CLICK THROUGH ANALYSISWhile the users stated preferences could be captured by the means of simple questionnaires, it is also important to analyze the behavioral traits of your users in order to gain insights into their stated preferences. A typical example would be a user’s risk or...
