Linda Roubinek, Grange

Digital Insurance - - CONTENTS - By Danni San­tana

Linda Roubinek’s first taste of the in­sur­ance in­dus­try came as a con­sul­tant for Ernst & Young in the 1990s. Af­ter a decade with the firm, she left to work for Na­tion­wide, as an IT ex­ec­u­tive.

Now, the Bowling Green State Uni­ver­sity grad serves as EVP, chief cus­tomer in­ter­ac­tions of­fi­cer for Grange In­sur­ance, which she joined in 2010. Since as­sum­ing the role in Oc­to­ber 2015, Roubinek has worked hand-in-hand with other busi­ness and tech­nol­ogy teams to con­vert Grange from a prod­uct-cen­tric or­ga­ni­za­tion to one fo­cused more on the cus­tomer — as well as en­abling agents to bet­ter serve pol­i­cy­hold­ers.

“From a mind­set stand­point, we are pretty far along,” she says. “There’s still more work to do in get­ting our as­so­ciates [em­ploy­ees] to make sure they think of the cus­tomer first. It sounds eas­ier than it is to be­come cus­tomer-fo­cused and get siloed teams to work to­gether.”

In line with that vi­sion, Grange in­tro­duced com­mon lan­guage prac­tices be­tween de­part­ments, such as claims, billing and call cen­ter, to unite busi­ness units that had been siloed in the past. Roubinek also im­ple­mented a met­rics score­card de­signed to iden­tify data her team of 500 em­ploy­ees views as the most piv­otal to busi­ness growth and op­er­a­tions. Some key statis­tics in­clude un­der­writ­ing loss ex­pe­ri­ence and cus­tomer sat­is­fac­tion.

Grange also has in­vested heav­ily in core and dig­i­tal tech­nolo­gies to smooth out in­ter­nal pro­cesses un­der Roubinek’s watch. The com­pany is in the mid­dle of a claims re­vamp ex­pected to be com­pleted in 2018.

An­tic­i­pated ben­e­fits from the in­stal­la­tion are more on the back end, Roubinek says, as Grange’s legacy tech­nol­ogy was be­com­ing out­dated. The old sys­tem re­quired a lot more heavy lift­ing, while its new plat­form adds au­to­ma­tion, data and an­a­lyt­ics, and en­hanced ca­pa­bil­i­ties for cus­tomers. Ad­di­tion­ally, the car­rier re­cently in­tro­duced a mo­bile app for its pol­i­cy­hold­ers, which al­lows users to view their cov­er­age and pay their bill. Sim­i­lar fea­tures are also avail­able on Grange’s Ama­zon Echo skill, re­leased in Jan­uary.

“We are a fourth of the way through on tech,” says Roubinek. “We didn’t have the burn­ing plat­form prob­lems other in­sur­ers have had. So we were able to in­vest in tech­nol­ogy right away.”


Roubinek con­sid­ers the bal­anc­ing act be­tween de­liv­er­ing to­day’s cus­tomer ex­pe­ri­ence ver­sus keep­ing up with the tech­nolo­gies Grange will need to lever­age in the fu­ture her big­gest chal­lenge as chief cus­tomer in­ter­ac­tions of­fi­cer. The proof is in the num­ber of disruptors pen­e­trat­ing the in­dus­try. Also, in the num­ber of cap­i­tal in­vestors and en­trepreneurs look­ing for a piece of the pie, she says.

“We’re al­ways look­ing to mod­ern­ize and ad­vance our tech­nol­ogy to im­prove the cus­tomer ex­pe­ri­ence,” Roubinek ex­plains. “This is not a start-and-end kind of project. It’s a con­stant con­tin­uum of what we can do now to po­si­tion our­selves for the fu­ture.”

Af­ter a sig­nif­i­cant in­vest­ment in prod­uct de­vel­op­ment in re­cent years, Roubinek says she and the rest of the mem­bers of Grange’s lead­er­ship team will ac­cel­er­ate its long list of their ef­forts on cus­tomer and agent-en­abling in­vest­ments.

Out­side work, Roubinek chairs the board of di­rec­tors for the Di­rec­tions for Youth and Fam­i­lies or­ga­ni­za­tion, which works with at-risk fam­i­lies and young peo­ple. She is also a mem­ber of the Women for Eco­nomic and Lead­er­ship De­vel­op­ment group and men­tors five Grange em­ploy­ees.

“We are think­ing of what we can do now to be com­pet­i­tive in the fu­ture, rel­a­tive to in­creas­ing cus­tomer de­mand,” she says. “We have an obli­ga­tion to bring peace of mind, se­cu­rity and a great ex­pe­ri­ence to cus­tomers if they come to need us.”

Linda Roubinek EVP, Chief Cus­tomer In­ter­ac­tions Of­fi­cer, Grange In­sur­ance

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