How carriers can support a customer-centric perspective

Most of us are familiar with the term “customer journey,” which tells the story of how customers interact with companies from their perspective. By identifying and understanding our customers’ journeys, we can better gauge and guide their experiences with us as a company–fostering positive, long-term relationships that benefit both the customer and the organization. But the process of understanding that journey across communication and distribution channels–while creating a consistent customer experience–has largely eluded the insurance industry.

One of the primary challenges is most insurers’ technology and data infrastructures don’t support a customer-centric perspective. Policy-level legacy systems and applications built literally decades ago still hum in modern data centers. Over the past few years, insurers have made strides in modernizing their infrastructure, but primarily under the guise of cost and operational-efficiency.