The emergence of cutting-edge technologies is reshaping the insurance industry, and carriers, agents, and customers need to be prepared now more than ever. Customers are leaning towards insurance companies that can understand their needs, tailor policies according to their lifestyles, and engage with them proactively across touchpoints. Consequently, the insurance industry is realizing the three Rs of insight-led engagement ‒ the right products at the right time through the right channels daily. It is time for firms to utilize data-driven insights and cutting-edge technologies to hyper-personalize their customer journeys and become future-proof.
What does the future look like for the insurance landscape?
A hoard of digitalization initiatives is revolutionizing an industry that has otherwise been reluctant to experiment, giving rise to a pertinent question – “Is the industry future-ready? ”
Here are some emerging trends all set to have an impact on insurers, agents, and customers alike:
Hyper-personalization: Embedded insurance is a widely used model where insurers and non-insurers collaborate to offer hyper-personalized services. Regulatory shifts and the current macro economy will pave the way for businesses to further democratize access and enable insurers and agents to drive dynamic sales channels, foster innovation, and access untapped business segments securely.
Role of innovative technologies: Companies will rely more on expansive tech collaboration in the near future to drive superior personalization and gain competitive advantages and profitability. For instance, Extended Reality (XR) will be used to revolutionize customer interactions through remote communication, bridging physical gaps and optimizing risks via simulated on-site data.
Navigating the Insurtech wave: Insurtechs are all set to revolutionize the insurance and healthcare sectors to upgrade their value chains with digital assets and capabilities in the coming years. B2B2C insurtechs will open new business avenues by integrating insurance at the point of sale for segments like automotive dealers, travel agencies, and tech suppliers.
Over 68% of insurance CIOs and technology executives are increasing investments in application modernization, while 61% are investing in integration technologies. With developments underway, personalization is no longer just a buzzword in the insurance sector.
Why is it essential for the insurance sector to embrace personalization?
Insurers must view personalization as a strategic imperative to adapt to changing trends, drive long-term growth, and stay ahead of the competition. Insurers and agents can harness data from disparate sources to provide real-time, personalized customer recommendations based on their behavior and preferences. Personalization can also enable carriers and agents to augment customer satisfaction and loyalty through uniquely curated campaigns and policies. Moreover, companies providing a personalized experience can be the key differentiator in a marketplace offering similar products and services.
The insurance sector needs a win-win situation for all its three key players, and personalization is the key to achieving the same.
What can key players achieve in the short-term and long-term through personalization?
A recent CIO and Technology Executive Survey highlights that enhanced customer experience (CX) and operational excellence drive insurers’ digitalization efforts. With the CX bar rising, carriers must aim for more customer, behavioral, and preferential data that can propel panoptic personalization to foster value, trust, and growth.
Let us have a look at what key players in the insurance realm can achieve through their hyper-personalization initiatives:
- Chatbots and intelligent automation enable consumers to explore self-service throughout their policy lifecycle, offering real-time and personalized guidance. Lack of support during the process is a key reason customers abandon the application process. A recent report cites that 63% of customers expect a Live Chat function on a website. Another study observed over 81% of global customer satisfaction levels for live chat. Companies integrating Live observation and CoBrowsing reduce call times by more than 20%, resulting in faster and more accurate application completions, as customer service representatives use chat and voice to gather data or assist with application submissions.
- Progressive changes are also evident among Property and Casualty (P&C) carriers. They are now empowering underwriters to digitally connect with agents in real-time to navigate policy documentation and address any issues that arise. Carriers are seeking innovations that enable them to provide proactive and reactive customer engagements, enhancing the potential to reduce abandonment rates and increase annual premiums.
- Agents require support with commission management, workflow, and compliance. Some P&C carriers are empowering underwriters to carry omnichannel communication with customers for seamless policy handling.
- Insurers are shifting away from the status quo, offering customers a single policy that covers health, home, car, wealth, pets, and travel. Through such tailored insurance solutions, insurers can provide customers with much-desired flexibility to adjust coverage across various assets.
- Carriers are also exploring other innovative models today, including usage-based insurance, on-demand insurance, and microinsurance. Designed to provide overarching insurance products encompassing life, non-life, and health coverage, these models enable customers to define their personalized insurance requirements.
- Personalized marketing strategies, such as tailored social media ads and timed email offers, are becoming increasingly valuable tools for insurers. Insurers can leverage hyper-personalization strategies and tools to boost policy retention rates and facilitate cross-selling of new policies in the face of rising competition.
- Modern insurance portals with new functionalities like the ‘Live’ observation feature help agents access marketing materials while enabling them to collaborate with customer service respondents to resolve commission disputes using real-time data.
From data to delight: Charting the course of insurance
Customers are willing to provide extra information in exchange for enhanced personalization and authentication processes. To substantiate further, over 62% of consumers expect companies to anticipate their unique needs.
Personalization managers, risk managers, and underwriters must establish an intelligent data layer to consolidate first-party data, including demographics, sales, support calls, and behaviors, and handle data privacy and consent. Personnel can utilize data-driven insights to develop smart user personas, refine content strategies, drive dynamic strategy recalibration, and fine-tune individual underwriting strategies. As the insurance industry pivots to customer-centric thinking, embracing hyper-personalization stands as a critical imperative to meet evolving consumer demands and achieve sustained growth.