{"id":856,"date":"2015-01-19T19:15:56","date_gmt":"2015-01-19T19:15:56","guid":{"rendered":""},"modified":"2025-11-24T09:15:06","modified_gmt":"2025-11-24T17:15:06","slug":"the-digital-insurer-digitizing-agent-and-customer-interactions-across-all-channels","status":"publish","type":"post","link":"https:\/\/cm-edgetun.pages.dev\/en-us\/industry\/blog\/financial-services\/2015\/01\/19\/the-digital-insurer-digitizing-agent-and-customer-interactions-across-all-channels\/","title":{"rendered":"The Digital Insurer: Digitizing agent and customer interactions across all channels"},"content":{"rendered":"\n

Digital technologies are connecting customers and organizations like never before, and they\u2019re opening some great opportunities for insurers to enrich customer relationships and boost agent productivity.<\/p>\n\n\n\n

We use the idea of the digital insurer to conceptualize the ways that insurance companies can digitize and enrich customer interactions and agent experience across all the devices they use. As such, Digital insurer can be broken down into three key pillars: omni-channel, customer insight, and agent experience. I\u2019ll drill down into each of these pillars in more detail over the coming months, but first, here is an overview.<\/p>\n\n\n\n

Omni-channel<\/b><\/h2>\n\n\n\n

Omni-channel involves digitizing interactions across all channels, including the mobile application, consumer portal, call centre and social media. There are some key areas to think about when developing an omni-channel strategy.<\/p>\n\n\n\n

Consumers are used to switching between channels and devices to connect with friends and colleagues wherever they are, and they expect the same from their insurance company. To attract and engage those consumers, insurers need to enable seamless interaction across all the channels they use so they can pick up a conversation on any channel they choose. As part of that interaction, it\u2019s important to deliver a common experience across all those channels and to make sure that you have the right customer in the right channel at the right time to optimize their experience.<\/p>\n\n\n\n

Customer insight<\/b><\/h2>\n\n\n\n

Insurers need to be able to turn customer data into insights, and insights into enablement. Digital interaction yields unprecedented amounts of information about your customers. By applying customer relationship management concepts in the digital world you can turn that data into insight and enable your agent to act on it.<\/p>\n\n\n\n

Producer enablement is key to this \u2013 ensuring that your agents can access all the customer data and insight they need wherever they are, so they can do a better job in selling. Legacy systems and organizational structures have left many insurers with silos of information that prevent agents seeing the full picture. These need to be broken down to enable a 360-degree view of the customer\u2019s relationships, products and interactions \u2013 to establish the customer as the focal point of sales and marketing efforts.<\/p>\n\n\n\n

A 360-degree view of the customer is essential in enabling agents to:<\/p>\n\n\n\n