Take the plunge with the right digitalization strategy

It may be the case that the word “company health insurance provider” awakens an association with office rooms, files, dusty files and so forth in the mind of the interested reader – in other words, the opposite of digital transitions. Nevertheless, the exceptions confirm the rule. And that’s certainly true for BKK Linde. This is a digitalization story of the finest caliber. Listen and be amazed. How can it be, how did it work, and what was digitalized? All these questions were answered by Robert Leubner from BKK Linde at EASY WORLD 2019. Reason enough to summarize things again – for all of those who weren’t able to attend the event.

Scope: What was to be digitalized…

The digitalization project has two sides, one towards the customer and the other towards the inside, so as to accelerate processes within the health insurance fund. In this respect, the focus was on the customers, who will now benefit from the higher degree of digitalization of BKK Linde at the external level. BKK Linde has also digitalized, simplified and accelerated its internal processes – to the delight of its employees. What exactly happened?

Self-service app

On the customer side, a self-service app was introduced as part of the digitalization strategy. The goal was clear: To simplify the daily processing of all the health insurance matters for the members of the health insurance provider. Specifically, the self-service app covers the following areas:

  • Submission of sickness notifications
  • Bonus documents
  • Applications or invoices using the photo function
  • Digital mailbox
  • Status tracking of applications and documents
  • Editing of personal data
  • Photos for the electronic health card
  • Request for membership certificates
  • Making contact, etc.

The BKK Linde self-service app is, of course, a considerable service benefit for the customers of the health insurance provider. Gone are the days of driving back and forth, following opening hours and much more. The customer can now find the aforementioned functions in an app which he or she can access at any time. The self-service app is available for iOS and Android. The interested customer can, of course, get the app from the iOS and Android app stores. But that’s not all.

More Frontends needed: the #HeroProjekt

For health insurance providers, the issue of family asset management is one of the most important projects to be completed each year anew. As a statutory health insurance provider, BKK Linde is obliged to regularly review the free-of-charge family insurance. In this respect, insured persons with family members are obliged to provide information on spouses or children, income and school attendance. It also makes it easier for customers to fulfill this obligation.

For this purpose, BKK Linde has developed an online tool with which the required information can be submitted using regular terminals. Whether it’s via a desktop computer, laptop or smartphone – the web frontend is available for every customer, saving them time and effort. Twenty thousand customers are already using it.

Health insurance digitalization – the tools of choice

How did BKK Linde implement this digitalization project? With the right tools of choice, of course. In this case: with EASY ApiOmat. The structure was as follows:

  • The user data originates from the self-service app and the web frontend
  • A security layer is used to connect to a REST API of the ApiOmat
  • The ApiOmat connects the business processes in the BKK backend

It sounds clear and simple, and – even though it may be hard to believe – it was clear and simple. The BKK Linde team consisted of:

  • 3 frontend developers
  • 2 backend developers
  • 1 BI developer
  • 1 digitalization consultant
  • 5 professional users

In addition to this were the services of a communications agency, 2 Alexa developers and the Apinauten developer team.

Especially appreciated during the development period is the chosen agile development approach. In this respect, the ApiOmat makes it easy for developers to follow the motto of “throwing away three times is better than holding on to nonsense just once”. Obtaining rapid feedback on the acceptance of self-services poses no problem for the ApiOmat. And changes that have been made can be reintroduced into the self-service products, and the product rapidly improved, just as quickly.

The results – so far

The numbers speak for themselves. The results of the self-service app together with an online tool for family asset management shows that services of this kind have been received very well by the customers. Maybe it’s time for a couple of numbers at this point. The data collected with the self-service app and the other tools have…

  • a digital response rate of 96%
  • a blind processing rate of 70%

The self-service app from BKK Linde has therefore been accepted by the customers very positively. At the same time, BKK Linde has also saved a lot of time with the new digital offer. The results are clear:

  • A processing time saving of 80%

If we calculate this over a period of three years, we reach the following result:

  • Total savings in personnel and material costs in the six-figure range

The bottom line, therefore, is that there are good grounds for claiming that digitalization plays a very important role in corporate strategy. Welcome to the present. BKK Linde has shown how it works. It can be summarized as follows: Making it easier for customers to take advantage of service offerings makes it easy for employees to manage their day-to-day work.

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    In my opinion there are two key areas to focus on to ensure a successful transition to a digital business process:

    First, is to change the mindset about why digital transformation is needed. One of the most common misconceptions about digital transformation is that digital is only beneficial for customer experience and branding purposes: to “look good” and to cater to the customer better, so it doesn’t really have any tangible value in the organization. However, it couldn’t be further from the truth, as digital processes can dramatically improve efficiency and productivity, as well as giving the managers an easier time to monitor employees’ performances (which can lead to individual benefits such as promotion. It’s important to properly communicate this throughout the whole organization, so that everyone can willingly commit to the project.

    This brings us to the second focus: commitment. The leaders and if possible, the C-suites should be the first to commit to the transformation (which can be difficult for older managers). They have to be able to show their commitment AND proficiency to the new digital processes (software, apps, etc.). If necessary, hire a coach to teach these managers. In my opinion a cold-turkey approach usually works better than a transitional approach (we abruptly switch system), so it’s important to pick the right timing to instantly commit to the new process without disrupting the current processes.

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EASY SOFTWARE develops software solutions and actively drive the digital transformation for efficient, secure and mobile work with digital business processes. EASY integrates these into existing IT infrastructures and generates sustainable added value. This makes digitization a quick and easy experience for their customers.
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