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Customer Journey Mapping: Meeting Insurance Customers Where They Are
As we enter the new year, it’s once again time to examine the industry trends and emerging technologies that are shaping insurance in 2021. Unquestionably, this past year has brought severe and unexpected challenges to businesses and consumers worldwide. At the same time, we’ve learned some valuable lessons, including the critical importance of both planning and agility when building out a long-term growth strategy. By infusing decisive action with flexibility, your organization can continue making progress and serving customers, regardless of changing circumstances.
Changes in consumer behavior toward digital demand increased exponentially in 2020. As Satya Nadella, Microsoft’s CEO stated last year, “We’ve seen two years’ worth of digital transformation in two months.” The increasing customer demand for a superior digital experience has driven the need for insurers to accelerate their digital strategies. Meeting the ever evolving and increasing digital needs and expectations of today’s customer requires insurers to be able to pivot quickly and get to market even faster, while still focusing on cost savings, operational efficiency and business continuity. It would be almost impossible for an insurer to have the resources and expert capabilities to handle these challenges on their own. It takes strategic partnerships and a strong ecosystem for insurers to be able to provide a truly personalized digital customer experience. Partner ecosystems also play a pivotal role in an insurer’s ability to innovate and grow.
In the claims process, speed matters. The 2019 J.D. Power U.S. Auto Claims Satisfaction Study found that customer satisfaction with the claims process had reached an all-time high, an improvement that was fueled by shorter cycle times.
Insurers are under increased pressure to improve their profitability, and digitalization provides a clear way forward.