Keeping the human touch in the digital insurance age

Technology should be used for the purpose of enhancing customer relationships, not just for the sake of them. (Photo: iStock)

Insurance carriers are increasingly choosing to make processes fully digital, instead of having their employees speak with insureds in real-time. As automation tools and advanced technologies become readily accessible, it’s important to recognize both the benefits and pitfalls of this strategy. Using technology without understanding the implications on the overall customer experience can have detrimental effects (i.e. frustration or skepticism) on the relationships you build with policyholders.

It is fundamental that insurance companies’ claims departments and contact centers go hand-in-hand with a good customer experience. Claims and billing are some of the only touchpoints an insurance company has with its customers, yet many companies chose to automate both processes through technology, such as artificial intelligence and chatbots. At such a pivotal point in the relationship-building process between carrier and policyholder, how can insurance companies ensure they’re delivering a best-in-class customer experience while still leveraging the benefits technology can bring? In my opinion, this starts with hiring the right people, paying attention to customer data, and giving your customers options for how they communicate.