Running Head: CASE STUDY g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g
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IT-510-X2473 Advanced Info Technology
Module 2 Assignment
CASE STUDY g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g
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Introduction
The business case proposal presents a summary of URCovered Inc. which is a
reputed business entity. It is known to be one of the largest auto insurance entities in North
America. There is scope for the organization to enhance the customer service in the claim
management area. The objective is to present the problem that lies before the business and
capture its impact on the entire business enterprise. Ultimately, the audience of the system
proposal has been highlighted in the proposal so that they can be properly communicated
about the changes.
Background
URCovered Inc. has designed a new and innovative mobile application that can
help the business to strengthen the level of communication and engagement with its
customers. After conducting the information study of the new mobile application, a
number of limitations and problems have been identified. Initially, the entire management
team was in favour of the application but after intricate details were captured, the new
mobile application seemed to be a poor model that could limit the personalized approach
towards the customers of URCovered Inc.
In the digitalized times, every business undertaking must try to implement new
techniques in order to enhance the quality of customer engagement. In the case of the
URCovered business, there is the need to establish and clear and transparent means of
communication so that the customer can reach the business entity without facing any
challenges and hurdles. Adapting to the latest mobile technologies could be fruitful for the
concern provided it could manage the customer claims effectively (Mobile and mobility,
2019, p 1).
Problem Statement
CASE STUDY g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g g
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The URCovered Inc. business has designed a new mobile application with the
fundamental intention to improve the quality of the customer service in the claims
management area. The innovative approach would play a vital role to influence the
customer relations of the business. But after the detailed Information Technology study of
the new model, a number of limitations have been captured which could adversely affect
the customer relationship (Sevilla, 2019).
Even though the new system is properly integrated with accessibility via the
internet and can be used by people who are involved in the claim process, it could affect
the quality of the personalized contact. There is the possibility that the customers of the
auto insurance business would feel disconnected as they would be interacting with
software instead of interacting with the case managers (Sevilla, 2019). The loss in the
personal connection could adversely affect the business performance in the long run.
Audience
In order to introduce the new system in the claims management area, it is necessary
to identify the key audience that would be involved in the process. The main audience in
the system proposal are the customers of the business who make claims and the case
managers (PAREEK, 2017). The other audience members who would play a vital role in
the system setting include the car repair shops, the paint shops, and the auto body shops.
Since the business basically deals with the auto insurance activity the various kinds of auto
service providing companies would form a part of the system.
During the type of change, it is extremely important to keep in mind all the
members of the audience that would be affected in the process. The details of the mobile
application that has been designed to make changes in the customer service model in the
claim management must be carefully communicated with the identified audience members
(Beatty, 2015). Communication is the key that can enhance the overall outcome of a
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change process in a business setting. In the case of URCovered Inc., the personalized
connection would be substituted by an innovative and technology-based business model
(Beatty, 2015). Thus in order to communicate the details of the system proposal with the
supplier side, it could use the business website. Similarly, it could also hold public events
so that they could get a thorough insight into the new claim management model. g
URCovered Inc. must carefully design the communication approach with the
customers who make the claims as they are the key stakeholders and audience of the
business undertaking. It could conduct workshops so that they could understand how the
technology-based tool could simplify their experience (Beatty, 2015, p 8). In addition to
this engagement model, it could also introduce simple demo options in the mobile app so
that they could have an enriched experience while using the new system.
References
Beatty, C. A. (2015). Communicating During an Organizational Change. Organization
Studies, 15(3), 337-352.
Mobile and mobility. (2019). New opportunities to improve customer engagement
Retrieved from https://ec.europa.eu/growth/tools-
databases/dem/monitor/sites/default/files/DTM_Mobile%20and%20mobility%20v1.pdf
PAREEK, M. (2017). Creation of new Insurance Distribution Channel-Motor Insurance
Service Provider (MISP)-Impact on stakeholders in General Insurance Sector in
India. IIB, 1.
Sevilla, V. (2019). The Pros And Cons Of Building A Mobile App for your Business.
Retrieved from https://webdesignledger.com/mobile-apps-pros-cons/
