Qorus Innovation in Insurance Awards 2023

Domain Driven Agency Operations (DDAO)

Submitted by

Ping An Group

Logo of Ping An Group

With over 227 million retail customers and 693 million Internet users, Ping An is one of...

13/04/2023 Insurance Innovation


Driving agency operation innovations to transform workforce, powered by a domain marketplace.

Innovation presentation

Researches show over 80% of insurance companies worldwide face challenges such as unsustainability, rigid processes, and poor flexibilities when transforming workforce. DDAO (Domain Driven Agency Operations) is to build a new workforce by fusing enterprise, physical and digital together to unleash novel possibilities, where the "domain" is the nexus. Powered by a Domain Marketplace (DM), DDAO provides agents with abundant digital toolkits to innovate their operation model.

DDAO organizes the agency operations by 3 types of domains:

- Core Domain, the core business logic and functions: Recruitment, Training, Marketing & Sales, Metrics & Incentives, and Management;

- Capability Domain, the ubiquitous capabilities for agency operations: Access Control, Analytics, Assessment, Interview, Meeting, Notification, Plan, Task, etc.;

- Resource Domain, the physical and digital assets that support the agency operations: Algorithm, Benefits, Content, Promotion, Workplace, etc.

From the user interface perspective, the DM allows agents to access various widgets and tools from a simple portal, to personalize their workflow, and to exchange ideas with others across domains. From the system perspective, the DM is a well-structured and fully-integrated platform tailored for agency operations. It contains 258 functions and supports 825 business processes for 400,000+ agents.

DDAO transforms workforce by enabling agents to creatively change their operation models, and bringing agilities to spawn complementary innovations.

Uniqueness of the project

(1) Alignment:

Researches show that 60% of digital transformation failed because of the misalignment between business realities and technology offerings. It impairs effective business operations. The Domain Marketplace (DM) is built to tackle in the heart of complex business logic, closing the gap between business and technology.

For example, one of the biggest challenges in the "personal selling distribution channel" is how to recruit qualified agents. Individuals might not know enough about life insurance thus are lack of interests. To tackle it, a "Screening" subdomain of the "Recruitment" core domain is built to offer unique abilities such as "Inspiring motivation" and "Designing dialogue". Their functions are built from entity level up and eventually presented in the form of user-friendly widgets and tools, which the agency recruiters appointed by the general agent can choose at their will to accomplish their mission.

The DM platform aligns business challenges with technology offerings at a large scale. It is like a shopping center, where agents can easily access the full capabilities and digital assets that technology offers.

(2) Flexicurity:

Over 70% of organizations' tech-stack is slow in responding fluctuant business, and concerns on resilience, security, and privacy are prevailing. The DM is built from the finest-grained entity level up to the coarse-grained function modules with rigid security guardrails, enforcing flexicurity.

Again in the "Recruitment" example, an agent wants to add "Confirming intentions" in his workflow, as a change to the standard operation, to filter out uninterested candidates at his own discretion. He would only need to configure it. Even more, the filtering criteria are implemented as tokens which can be easily used to fit his individualized needs. All sensitive data and transactions underneath are appropriately encrypted or masked based on security protocols and certified tools. Another example, to make the "appointment process" more attractive, the agent can add the "Privileges & exclusive rights" asset from the resource domain, and the "Meeting" ability from the capability domain. With the DM's support, the workforce is given a new ability "system reengineering" that was never fully vested before.

All these built-in mechanisms make the DM as a virtual factory where agents can easily personalize their business process, and at the time security is guaranteed.

(3) Inspiration:

The DM is like a forum where creative ideas are exchanged across domains. It transforms the workforce by inspiring agents with the new possibilities.

For example, when Jacky uses the "AI Digital Avatar" tool in the "Marketing & Sales" core domain, he shares his experience. Michelle finds the tool quite exciting and wants to use it in another core domain "Recruitment". Michelle reaches Jacky and Jacky inspires Michelle. Eventually, a variant called the "AI Interviewer" is built out of the "AI Digital Avatar". It inherits the "AI Digital Avatar's" abilities of speaking, listening, and conducting guided conversations. Meanwhile, it gains the new unique abilities of asking interview questions and making basic recruitment decisions. The tool is used over 4,000,000 times and saves 800,000 hours of human labor per year. Similarly, a new tool "AI Tutor" is built for the "Training" core domain. It supports 4,915,000 training sessions, totaling 438,000 hours.

"What's new?" becomes our new greetings culture. Agents are looking forward to seeing updates from cross domains on the DM and gain more insights.

(4) Profoundness:

The DM is a well-structured platform tailored for the agency operations, which ensures the workforce transformation is sustainable. It equips the workforce with domain expertises, digital abilities, and brings agilities to spawn complementary innovations.

(4.1) Constructing system for the sustainability

DDAO encourages agents to conduct brainstorming sessions, gather domain experts to deconstruct business concepts using the meta-modeling approach. Such approach ensures that the DM's construction is closely aligned with the essence of the agency operation domains. For instance, the "Promotion" is deconstructed into the following basic elements: Host, Participants, Material, Venue, Incentive, Policy, and Resource. No matter how the business changes, new operation models shall not deviate a lot from the key logic we captured. As a result, functions are flexible to configure, quick to deploy with a high stability.

(4.2) Equipping domain expertises and digital abilities

The knowledge and expertises are accumulated in the domains, including know-hows, topics, and data, so that agents become more specialized. The DM provides a great environment for agents to deepen domain expertises.

Agents can learn to leverage cutting-edge technologies on the DM. For example, agents notice a high cost in interviews with applicants during recruitments. The function detail page of the "AI Digital Avatar" tool introduces how Large Language Model (LLM) combines with life insurance knowledge graph. They make chatbots perform real-time Q&A, and iterate with enhanced learning with human feedbacks. The DM also illustrates how ASR and TTS techniques are used to simulate human interactions. By leveraging such technologies, agency recruiters can use the "AI Interviewer" as their replacement in the interview processes.

(4.3) Spawning complementary innovations

The services provided by the resource domain and the capability domain are improved continuously. On this sharing platform, both domains achieve optimal supply-demand matching. Data, AI technologies, Promotions, Contents, Privileges & exclusive rights etc. are delivered more extensively and accurately to the agency operations, thereby improving efficiency.

DDAO groups the foundational elements that breed innovations and provide an easy access. It makes agents feel rewarding and confident.

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