One of the hottest topics in P&C technology today is customer experience — and how digital engagement can put carriers on equal footing with the consumer brands that have fundamentally changed customer expectations. However, too often I hear vague, general discussions about customer experience rather than a focus on specific customer expectations.

To create digital customer experiences that provide real solutions, we need to be thinking in terms of each customer's persona or role. In our world, this comes down to individual consumers, business clients and brokers.

Related:  Here's how AI is already impacting the insurance industry

User intuition

There has been much progress made on the mechanics of the consumer experience, such as giving insureds the ability to pre-populate all the details about their cars by simply entering their license plate number into a quoting app. Intuitive user interfaces are becoming the new normal with the use of chatbots on the rise and the abundance of mobile applications.