Why CX Must Trump Efficiency

There isn’t an insurance business in the land that isn’t talking about digital transformation.

Whether talking about AI, robotics or platforms, the majority of the industry is confident it’s heading toward a brightly lit, digital future.

The motivation for transformation? We are told customers are demanding a better experience: an interaction that is quick, clean and gets the job done with minimal fuss.

But, for all the effort made, the customer experience in insurance is fundamentally the same as it was 10 or 15 years ago – it’s still based on call centers.

I think that is because, while the stated driver for digital change may be the customer, its primary purpose has been to reduce costs. That efficiency-first approach has resulted in many organizations looking to webforms to digitize their customer-facing processes.