What does the future of customer experience look like? It’s a question on the minds of insurance professionals at businesses of every size and scale – and perhaps none more so than those in charge of setting the marketing agenda and strategies of these companies.
Putting this question to a range of marketing leaders from all across the insurance ecosystem, several common threads emerged – the advanced role of digital tools and the need to prioritise meaningful interactions. Sharing her perspective, Conny Kalcher (pictured top, left) noted that in the future, as digital tools advance and businesses can build an even richer picture of their customers, you can expect products that are hyper-personalised and improved to meet customer needs.
“Equally,” added, Kalcher who serves Zurich Insurance Group as group chief customer officer, “in a world where digital and physical boundaries are blurring, the human touch becomes even more valuable in customer experience which requires us to have a deeper understanding of our customers.”
“In the insurance industry, this will include things like protection that can be turned on and off in real-time and even detect or anticipate when they might need it. It will also mean embedded insurance, with products offered directly at the point of sale through partnerships, like travel insurance available to buy when booking a holiday.”
Miriam Boote (pictured top, right), MD of Designate, also underscored how the future is likely to bring an even deeper understanding of consumer needs and wants, ensuring expectations are not only met but exceeded. “With increased understanding including enhanced understanding of wearable technology, this depth of understanding, overlaid with an essential ingredient – human understanding, will ensure brand affinity and in turn loyalty reaches even more enhanced heights.”
Crawford & Company’s senior director of marketing communications, Lynn Cufley (pictured below, right), also believes that the future of customer experience will be defined by hyper-personalisation and proactive engagement. “With advancements in AI and data analytics, we’ll be able to anticipate customer needs before they arise, and that’s amazing - but it’s crucial that we don’t lose sight of the human element that we believe is critical to who we are.”
She emphasised the need to leverage technology in order to empower people by ensuring that they can deliver personalised service while maintaining the personal touch that clients still value.
Looking to the future, Tim Crighton (pictured directly above, right) of Crighton Marketing said there’s no doubt that the ever-changing digital landscape has already and will change the future of the insurance/financial services experience. However, he believes this will happen a great deal slower in insurance than other sectors.
“It’s a people business,” he said, “and less reliant on online, hands-off transactions and customer service/claims, and needs a real understanding of a customer’s business that pure digital might not be able to grasp, although AI might move this forward.
“There is no doubt digital is here to stay, and will continue to influence the customer experience, but insurance and financial services I still see as a people business for the next 10-20 years at least.”
Moving forward, Cufley expects to see ESG play a bigger role in how insurance organisations communicate. Clients are increasingly looking to partner with brands that share their values and ethics, which is an opportunity for insurance brands to further differentiate themselves. “As we help clients navigate challenges like climate-related risks and economic uncertainty, we’ll continue to position ourselves as a trusted, strategic partner—one that’s invested in their long-term success and focused on a more sustainable future.”
She highlighted that it is only by being more proactive, embedded, and aligned with the business in recent years, that a brand can ensure its messaging is consistent and reflective of the value it provides. “We’ve invested in our capabilities as a strategic function, and this has allowed us to better articulate what differentiates us in the marketplace today.
“We’re not just creating buzz about our brand for the sake of it; we’re backing it up with the quality, knowledge, and solutions that clients actually need. To my mind, that’s what will drive the future of customer experience for us - creating meaningful, trusted relationships built on both technology and personal connection.”
Adding to this, Kalcher noted that closer relationships with customers, supported by technology, give insurance brands the ability to be even more proactive in prevention. Insurers will also play a larger role in championing equity and addressing the protection gap, she said, as alternative distribution channels evolve and technology facilitates offering more affordable and accessible insurance products.
“In order to prioritise meaningful interactions, we at Zurich will continue to enhance our understanding of customers’ needs through key enablers like technology and data analytics,” she said. “That said, no matter what, the human touch remains invaluable. So we’ll continue to invest in programs that build the capability and empathy skills of our more than 60,000 employees to ensure our customer experience continues to exceed customer expectations and builds loyalty.”
