IT systems


What technologies are worth investing in when we are forced to choose?

The graphic shows a finger clicking a question mark.

The modern economy is driven by marketing. Overall - this is a good trend. There are many wonderful and life-improving products that we wouldn't even know existed if they weren't in the marketing message. However, there is also a dark side to this phenomenon. Marketing is also, at least in the short term, capable of causing a boom in the purchase of low-quality or completely unnecessary products. This problem affects many areas of our lives. Unfortunately, also the IT area.

On the other hand, at least in our IT world, a period of fashion for some technology is followed by a "check" stage. Examples? Big Data, Blockchain, Artificial Intelligence, Cloud... Each of these areas was, at least for a while, in the role of the most fashionable word in IT. And it was becoming the code word that would solve all the world's problems. And then it turned out to be "just" another technology.

In my opinion, now begins the "slaughter" of just such semi-divine technologies. Because every crisis is obviously a difficult situation, but also a time to say "check." Just to be clear - each of the above solutions can support the business significantly, as long as we adjust and use them well. Especially at a time when our investment budgets become smaller, it is worth considering - which technology is a sure thing? Which one will support the development of our Insurance Company in difficult times and give us a competitive edge?


In uncertain times, the first thing that comes to mind is the concept of reducing the cost of our organization. I believe we have two possible avenues here. First, we can automate business processes. For uncomplicated activities, such as transcribing documents or invoices, simple automation using a Robotic Process Automation (RPA) class tool will suffice. But more complex tasks, like the initial classification of traffic damages, will require the use of Artificial Intelligence algorithms.

The second way to optimize business processes is related to the environment in which our specialists work. Note that the convenience and speed of work depend very much on the quality of the graphical interfaces of the applications in which we work every day. This problem is addressed by one of the younger branches of IT, which is UX (User Experience) design. On the other hand, even the best-designed application interface won't help if an employee doesn't have simple access to all the data he or she needs. Handling customer requests with, for example, seven applications at once is tiring, labor-intensive and can make our customer nervous. And it is enough to collect this data in one application and make it available in a convenient way.

Tailoring to the customer

As I mentioned above, the first thing we think about in tough times is cost cutting. However, there is also another option. We can use technology in such a way that our sales don't decline, but actually increase. The key here is to match customer needs. This is based, of course, on the data we have collected on our customers. It is thanks to well-arranged and cleansed data that we can think about selecting customers to whom we will offer cheaper insurance, because we know that the risk of a negative event is lower with them. On the other hand, thanks to this data, we can offer them additional products that we know will be of interest to them.

With the help of analytics, we can also look into the future and assess, for example, the risk that certain groups of our customers are inclined to stop using our services and move on to competitors. We can then take steps to build their loyalty even before such an unfavorable turn of events occurs for us.

The Dilemma

Often in tougher times, companies are faced with a dilemma - is it worth investing in, and if so, what? The first of these questions is crucial, insofar as we know from experience that crises pass, and those who have been able to take advantage of their time to make at least a few steps forward in better times have an easier start vis-à-vis competitors who have fallen into "winter sleep" during difficult times.

The second of these questions is more difficult. Choosing which technology to implement first requires quieting the marketing hype in one's head and thinking about which solution will really improve our organization. It's worth enlisting the help of experienced and trusted IT partners. Having one is always useful, but especially in difficult times.

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Lukasz Nienartowicz

Responsible for the development of the Business Intelligence area at Britenet. For more than 12 years he has been involved in building data warehouses and analytical solutions for industries such as banking, insurance, automotive and public sector. He is particularly fascinated by the area of client data processing and analytics. He specializes in advising clients on how to overcome their business challenges and grow their organizations with the help of data.