As technology related to artificial intelligence, naturallanguage processing, smart home tech and more evolve, businessapplications are emerging that can have a transformativeeffect.

From an insurance industry perspective, some of the mostexciting developments are those that are changing the way insurersinteract with their customers.

Traditionally, insurers don't engage with their customers. Theyprovide a critical safety net, but customers don't think about ituntil they need it.

Insurers who embrace their unique role in their customers' livesare finding new ways to reach out to them on their own terms andapplying technology and data to deliver anexceptional customer experience at every stage of the customerjourney.

Insights about customers

Property & Casualty insurers that want to compete and win ina highly personalized, data-driven business climate now have thetools they need to do so. The flow of information from traditionaland new sources continually generates insights to help insurersunderstand their customers better and gauge risks moreaccurately.

In 2017 and beyond, forward-thinking insurers will look for newways to personalize outreach, fine-tune services and deliver theright information to the right customers at the right time to winthe micro-moment. Technology will provide the data and platformsinsurers need to become their customers' heroes.

Keep an eye on the following three technology trends, which havethe potential to shape industry outreach and service delivery overthe next year:

1. Data-driven personalization gets a boost

Insurers have traditionally lagged behind peers in otherindustries on using data-driven, personalized outreach, in part,because many struggle with database accuracy. In the past,insurers' contact with customers was limited to claim transactionsand renewals, so many companies aren't confident that their data isaccurate and up to date, a prerequisite for personalizedoutreach.

A data cleanup project can restore confidence and prepare theway for data-driven personalization. Any such effort should includesecuring customer preferences for contact across multiple channels(e.g., email, SMS, social media or voice) and gaining permission toengage customers on an ongoing basis.

2. Insurers continue to find new roles fordata

Insurers are finding other roles for data that go far beyondsimple outreach. Telematics is transforming the industry as autoinsurers increasingly use it to get an accurate snapshot of howtheir customers actually drive, measuring miles driven,acceleration, airbag deployment, hard braking and cornering. Thisgives underwriting teams hard data to make sure premiums align withrisks.

Property & Casualty insurers are also looking at new ways touse data generated by smart home tech and the Internet of Things (IoT) to prevent losses.Connected sensors can transmit data to insurers in real time,triggering a communication platform to contact customers or theirpreferred vendors about a situation such as a water leak ortemperature change, allowing them to prevent a major loss.

3. The micro-moment becomes the battleground forbrands

Google defines the micro-moment as the "intent-driven moments ofdecision-making and preference-shaping that occur throughout theentire consumer journey." Micro-moments are also becoming the newbattleground for brands, as companies seek to position theirservices in the top spot when customers search for information andmake decisions about purchases.

Insurers are reacting by placing personalized information onmobile-friendly platforms, a good first step since so many searchesoriginate from mobile now. But owning the micro-moment requires anomnichannel strategy. For example, the ability to respond to aquote request via an automated voice or text message or deliver anotice to a mobile phone when a claim is processed can be importantassets in the battle to win the micro-moment.