DIGITAL BASED CAPABILITIES IN LIFE INSURANCE COMPANIES: AN EXPLORATORY STUDY IN INDONESIA
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Abstract
Asuransi jiwa penting karena menawarkan perlindungan untuk mengurangi risiko bagi pemegang polis. Industri asuransi jiwa di Indonesia memiliki kontribusi yang signifikan dalam industri keuangan Indonesia meskipun mengalami fenomena tingkat penetrasi yang rendah, literasi yang buruk, perlindungan konsumen dan praktik misselling. Kajian ini menggunakan pendekatan studi kasus melalui serangkaian wawancara mendalam pada beberapa perusahaan asuransi jiwa dengan mengeksplorasi pengamalam transformasi digital mereka. Kajian ini mengeksplorasi kondisi eksisting perusahaan asuransi jiwa Indonesia dalam mengembangkan kapabilitas dinamis berbasis digital serta kapabilitas transformasional penyediaan layanan dalam menciptakan SCA digital untuk bertahan di industri asuransi jiwa Indonesia. Studi ini mengidentifikasi dan membahas tiga tema utama yang terdiri dari pengembangan perjalanan pelanggan yang tepat, mendapatkan kepercayaan, dan tantangan utama sebagai faktor kunci keberhasilan dalam mengembangkan dan menggunakan kemampuan tersebut. Penelitian ini menghasilkan tiga proposisi dan menyarankan studi eksplanatori lebih lanjut untuk mengkaji proposisi-proposisi tersebut.
Life insurance is important as it offers protection to mitigate risks for the policyholders. Life insurance industry in Indonesia has a significant contribution in Indonesia financial industry although it experiences phenomena of low penetration rate, poor literacy, consumer protection and misselling practices. This study used case study approach through series of deep dive interviews with selected life insurance companies exploring their digital transformation experiences. This study explored the existing conditions of Indonesia lifeinsurance companies in developing their digital based dynamic capabilities as well as the service provisioning transformational capability in creating the digital SCA to survive in Indonesia life insurance industry. This study identified and discussed three key themes consisted of development of the right customer journey, earn trust, and key challenges as key success factor in developing and exercising the said capabilities. The study resulted in three propositions and suggested further explanatory study to examine the propositions.
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