Insurance and customer communications management: Give consumers what they want

For a long time, insurance companies were in the driver’s seat when it came to customer communications. Not anymore. A combination of rapidly expanding digital technology and changing demographics has transformed the interactive landscape and the customer engagement model. Digital consumers are changing the rules of the game. The customer is now in control more than ever before, with numerous purchasing options, vast online research tools and multiple touch points.

So the big question: are insurers adapting to this new model? Can they communicate effectively with digital natives when, how and on whatever platform they demand? The answer is: not fully. But times are changing. Many insurers are developing and executing strategies focused on Customer Communications Management (CCM).

This paper explores the significant shift in consumer communication expectations, the traditional hurdles that insurers face and how these can be overcome with a broad CCM vision based on practical, achievable business goals.

Topics covered:
• Changing landscape: Demographics and mobile reality.
• Insurer limitations: Internal legacy issues.
• Needed: An integrated CCM platform.
• Conclusion: Guiding the digital future.