We analyzed customer attitudes towards participation, organizational values, and health data sharing within the context of a Finnish insurance organization undergoing digital transformation. Based on a survey of 452 customers, we found a significant willingness to engage in service development, but low awareness of the company’s digital strategy. Additionally, while trust in the organization was high, attitudes toward sharing health data were cautious, reflecting concerns about privacy and data usage transparency.
What was the context of our study?
Digital transformation (DT) is reshaping the insurance industry, integrating modern technologies to improve efficiency, customer engagement, and service delivery. For Finnish insurers, such transformations involve leveraging health data and enhancing customer participation. Understanding customer perceptions of these changes is critical for designing strategies that align with their expectations and foster trust.
What did we do?
We conducted a survey of 452 customers from Alpha, a Finnish insurance organization, to assess attitudes toward three aspects of DT: customer participation in service development, understanding of company values and digital strategies, and willingness to share health data. The survey utilized Likert-scale items to gauge levels of agreement on these topics. Data analysis focused on descriptive statistics and visualization to highlight key trends.
What did we find?
Our results revealed several key insights:
Participation: Customers expressed a strong interest in contributing to service development, but only a minority believed they had the opportunity to do so.
Trust and Values: Despite limited awareness of Alpha’s digital strategy and values, customers exhibited high levels of trust in the organization.
Health Data Sharing: Attitudes toward sharing health data were mixed. While 60% of respondents were open to sharing data if it led to improved health outcomes, concerns about transparency and data misuse remained significant barriers.
Why is this important?
This study highlights critical gaps between customer expectations and the organization’s DT efforts. Engaging customers more effectively in service design and improving communication about data usage can build trust and foster greater alignment with customer needs. These findings provide actionable insights for insurers navigating the challenges of DT, particularly in promoting customer-centered innovation.
Reference
Persson M, Grundstrom C, Giunti G. Customer Attitudes Towards Participation and Health Data Sharing in the Digital Transformation of Finnish Insurance. 32nd Bled eConference – Humanizing Technology for a Sustainable Society. 2019; Bled, Slovenia. https://doi.org/10.18690/978-961-286-280-0