"In the course of digitization, companies can spend money without end"

The Mobiliar damage sketches have been a popular advertising motif for years.To start our conversation, I asked Thomas Trachsler what "digitization of companies" means to him. "I see digitalization as a supporting topic - it helps us to identify and understand customer needs even better and to create efficiency advantages for the customer and for us," explains Trachsler. He continues: "If, for example, the customer enters data in the web channel himself, he or she is taking work off our hands and we want to give the customer something in return."Digitalization as an evolutionary developmentEven when answering this first question, I find Thomas Trachsler to be an unagitated and likeable exponent of this company. You might think that the term "customer" appears several times in his vocabulary, but Trachsler sees digitalization at his company as an evolutionary development. This can also be explained by the fact that Mobiliar is not a first mover. "We first want to understand our customers very well and then offer them a solution that is convenient." Trachsler emphasizes that it is important to him that the customer's perception of the insurance business does not revolve around the signing of the insurance contract. The real "moment of truth" is the claim. This is where the customer experiences the insurance in a 1:1 situation. There is a psychological reversal between these two moments of sale and claim. During the sale, customers expect needs-based advice,Rapid, competent assistance, goodwill and service in the event of a claimAnd what does Mr. Trachsler think about the discussion as to whether digitalization is more hype or reality? "For me and for us at Mobiliar, digitalization is a reality, and what works is what wins". He refers to an internal example involving the scanning of customer dossiers: "If, as was the case until recently, physical dossiers had to be moved across Switzerland, this had a major impact on the processing time for handling cases. In the digitalized world, an online document search is enough and the dossier is ready to hand. "On the customer side, Trachsler has observed that the "71-plus" generation, for example, is sometimes more relaxed with the iPad than younger people. Of course, this can also be explained by the time available to these "digital pensioners".Digitalization increases complexityOne interesting aspect that Trachsler mentions is that digitalization can increase complexity. The mere fact that tasks, competencies and responsibilities can fundamentally change as a result of the digitalization of a work process deserves attention. next, I ask my interviewee where he sees the key drivers for digitalization? Trachsler identifies increasing efficiency as one of the key points. On the customer side, he recognizes potential for expanding customer benefits, as can be seen very clearly from the mobile apps on offer, for example. Mobiliar has created a corresponding platform and keeps a very close eye on which app functions are used and how often. And there are certainly surprises here as to which are the clear "bestsellers". Here, too, an evolutionary approach and learning is called for.Spending money without end?Where does Trachsler see the opportunities and risks of digital transformation? The insurance professional naturally starts with the risks... "In the course of digital transformation, companies can spend money without end - that should not and cannot be our approach." Using the specific example of e-billing, however, he explains how risky this decision is if you want to rely on the standard that is becoming established at an early stage. At the same time, however, he also reveals that the insurance business model cannot be compared per se with the book trade, for example, in terms of digitalization. He explains this by saying that claims handling expertise and the sensitivity and individuality of how a claim is handled are always very much shaped by human qualities, and Trachsler sees intact opportunities for niche players with innovative business models and very focused offerings in the digital world. In principle, he recognizes the opportunities for further improving customer interaction and the further development of the company as a whole.Prioritization is crucialThomas Trachsler sees the central challenge in digital change, especially in the insurance business, in prioritizing the selected projects. What can and will the company take on? This is always linked to the question: "Is the time ripe for this solution?" Trachsler mentions one "threat scenario" at the end: "It is important that our customers continue to think of Mobiliar, not a third-party provider, in the event of a claim. Otherwise, we will lose personal contact with our policyholders at the most important moment in the insurance relationship, where we stand out from our competitors thanks to our decentralized expertise and roots - in the event of a claim. "My expert interviewer also exudes confidence in this topic, saying that with a good balance between active listening and understanding and consistent action, the digitalized future can also be mastered.