4 overarching themes

As you answer the technical questions of customer experience development and digital transformation, don't forget to ask the basic questions, such as, "How can we illustrate and model insurance value to generations that may not grasp insurance?"

Remember, when they "get it," they'll buy it.

Make sure all the different parts of your company that serve the same customer work together to create an experience that is easy, compelling, consistent and satisfying across all of the components. It requires a shift to journey thinking … not functional thinking and will require new teams and collaboration.

You can't rebuild your customer experiences in a day. (Source: Majesco)

You can't rebuild your customer experiences in a day. (Source: Majesco)

Younger generations may not understand insurance, but they definitely understand technology. Don't just meet them where they are; speak their language. They are living with a new set of experiences across an alternate universe of risks. Use the technology to instruct and protect and you'll be reinforcing the value of the relationship, not just the value of the product.

If you want to get a glimpse into the use of technology within age groups, see the generational chart above.

Review your customer satisfaction data to find the parts of your experience that are high in importance but lower in performance to help you prioritize where to begin. Then work on these areas, but make sure you have a plan for improving all of the other parts of the experience as well.

For a deeper look at consumer and SMB perceptions regarding insurance, download the Majesco's research reports, The Rise of the New Insurance Customer: Changing Views and Expectations and The Rise of the Small-Medium Business Insurance Customer: Changing Views and Expectations.

Denise Garth is the senior vice president of marketing at Majesco. This blog post first published at majesco.com and is reproduced with the company's consent. The opinions expressed here are the author's own. She can be reached by sending email to denise.garth@majesco.com.

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