China: The Utilization Of Big Data Needs To Be Strengthened In Insurance Industry (In Chinese)

Last Updated: 29 April 2016
Article by AnJie Law Firm

《证券日报》记者获得的一份保监会印发的《大数据对保险业改革创新及保险监管影响研究》(下称"研究")显示,从保险行业现状看,已经建立专门的大数据研发团队的公司占比仅为20%左右,三分之二的研发团队人数在10 人以下,90%的团队成员来自公司信息技术部门。跨学科、跨领域的复合型大数据人才严重不足。

对此,某中型险企电商部门人士告诉《证券日报》记者,要建立的专门的大数据团队成本太高,如果公司需要开拓相关业务,可能会聘请专业团队或采购大数据产品,而不会组建大数据团队。

保险公司应用大数据的一个体现是交叉销售。数据显示,去年中国平安、中国太保、人保集团、中国太平等险企通过大数据推动交叉销售,实现新业务保费630.67亿元,较去年同期下滑135.33亿元。

数据积累有差距

研究显示,从不同行业应用大数据的水平看,保险业走在前列,但比互联网行业稍慢;从金融同业看,保险业也落后于银行业、证券业,后者的行业数据信息共享平台建设较早,为大数据应用奠定了基础,而保险业的行业共享平台刚起步;从保险业自身发展阶段看,目前还处在大数据应用的初级"内部循环"阶段,下一步将借助行业数据信息共享平台拓展应用领域。

当前,国内保险业大数据应用呈现以下几个特点:一是高度重视大数据研究应用。大部分保险机构都认为大数据将给传统金融保险业带来深刻变革,必将成为未来企业的核心竞争力。二是数据资源积累仍有差距。调查显示,我国保险业数据资源总量仍偏小,以结构化数据为主,非结构化数据利用率较低。三是应用程度有限且不均衡。大部分保险机构还处于学习理解阶段,少数公司开始进行小规模的试验,大数据的大规模商业应用尚未出现。四是现有应用主要集中在营销领域。主要是通过对客户数据的全面搜集,多维度刻画客户特征,实现精准营销五是大数据团队建设遇到现实困难。

研究同时提到,通过大数据,保险公司可以优化公司各业务板块,包括扩大承保范围、优化核保理赔、提升反欺诈绩效、提高运营效率、助力风险管控等。

保险承保方面,受保险理论和承保技术局限,过去认为不可保的风险,在大数据时代可能成为可保风险。大数据理念和技术的深度应用,将有效激发潜在的、全新的保险需求,如已经开展的退货运费险、正在酝酿的网络空间保险、云保险等。二是实现个性定价。大数据的出现使得个性化费率的制定和最优产品定价有了可能。数据量越大、数据维度越广,定价的精确度就越高,保险公司面临的逆选择风险越低,费率的科学性、充足性和公平性也就越理想。

在优化核保理赔方面,研究指出保险公司可以通过运用大数据分析建模,可以有效实现自动化核保核赔。同时,根据大数据技术本身的特点和保险公司欺诈事件的发生特性,可以在核保及理赔环节应用大数据技术开展反欺诈检测,如保信公司正在研发的全国保险反欺诈系统。

交叉销售保费下滑

虽然研究提出大数据可运用于投保、理赔、反欺诈、行政管理、风险控制等方方面面,但从目前保险公司已经披露情况来看,大数据应用最多的领域是交叉销售。

《证券日报》记者梳理显示,去年中国平安通过交叉销售实现保费296.12亿元;人保集团交叉销售实现保费261.75 亿元;中国太保交叉销售实现保费44.33 亿元;中国太平交叉销售实现保费34.1亿港元(按昨日汇率折算人民币28.47亿元)。四家沪港上市险企共通过交叉销售实现保费约为630.67亿元。

记者查阅历史数据发现,上述四家上市险企2014年交叉销售实现保费766亿元,2015年较2014年下滑135.33亿元。四险企中,除中国平安交叉销售出现下滑外(中国平安2014年交叉销售保费480.7亿元),其他三家均有不同幅度的增长(2014年人保集团交叉销售保费额230.04亿元;中国太保为36.1亿元;中国太平为24.3亿港元)。

具体来看,中国平安提到,公司寿险业务通过深化大数据分析技术应用,基于广泛的客户交易及行为数据,洞察客户需求,策划精准营销活动,2015年追加投保的存量客户超240万,同比增长近50%。平安产险通过交叉销售新业务保费249.51亿元,渠道占比15.2%;平安养老险团体短期险交叉销售新业务保费45.97元,渠道占比43.6%;平安健康险交叉销售保费0.64亿元,渠道占比12.2%。

中国太保表示,大数据成为保险企业洞见客户需求,创新产品与服务,实现精准营销和精细服务的重要资产与生产要素;新技术助力营销员服务能力提升,并在产品定价、查勘理赔、客户响应、中后台支持等领域的运用日益普及。2015 年,太保产险完善交叉销售体系建设,推进资源共享,实现交叉销售收入44.33 亿元,同比增长22.8%;电网销及交叉销售收入占太保产险业务收入的23.7%,同比上升2.6 个百分点。

人保集团则提到,去年集团交叉销售所产生的规模保费由2014 年的230.04 亿元增长13.8% 至2015 年的261.75 亿元。截至2015 年12 月31 日,购买产寿健两类或两类以上产品的投保人达478.40 万人,同比增长46.2%,该类投保人平均购买的保单数量增长至4.72 个。

中国太平在年报中提到,公司交叉销售实现保费34.1亿港元,其中寿销产保费28.1亿港元,寿销养4.4亿港元,养销产0.9亿港元。

麦肯锡咨询公司4月5日发布的研报认为,运用数字化工具和分析打造新的客户关系和经销商关系是寿险公司价值增长的一大必要条件。随着数字化程度的提高,中国消费者在购买决策过程中能轻松实现线上和线下的无缝切换。寿险公司若要保持在中国市场上的竞争力,必须能够应用社交和数字媒体、直销等手段进行营销创新,包括在线产品定制和购买、多渠道体验等等。同时,为了提高效率,保险公司应该在数字化、精益分销和数据分析以及完善对现有客户的管理等方面加大投入。这些能力有助于在销售、产品设计和定价、风险选择、服务和理赔等价值链的关键领域取得进步。在更好地了解了现有客户之后,保险公司的交叉销售和向上销售的业绩也将随之提升。

(来源:证券日报,苏向杲)

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