Priority on the People: The Customer Experience Transformation in Insurance

By Ben Ahrens Published on Jun. 23, 2023

Customer experience continues to be paramount in insurance. In fact, 73% of the global population regards it as a significant purchasing factor. Yet, only 49% of U.S. buyers think that such an experience is satisfactory today — thus why a customer experience transformation is underway.

A favorable customer experience can make or break an insurance carrier because, in the absence of tangibles, customers depend heavily on trust in their company of choice. Excellence in service translates to content clients who are loyal and satisfied with their providers. As tech-friendliness grows in the insurance industry, digitization, user-friendly platforms, and transparent interactions are expected to serve customers seamlessly. Insurers who aspire to prosper in today's business environment must cultivate positive end-to-end user experiences.

What is driving this change in the industry, and why now?

This transformation can primarily be credited to the rising demand for online services, increasing customer expectations, and growing competition in the insurance sector. Customers today want a seamless, frictionless, and personalized experience when interacting with insurance companies. Digital technologies have enabled insurers to create a more streamlined and customer-centric approach by offering online platforms for policy management, claims processing, and virtual assistance.

Discover other ways that the Insurance industry is transforming by checking out therecordings from our recent 2023 Silicon Valley June Summit.

Furthermore, insurers now leverage big data analytics and artificial intelligence (AI) to gain deeper insights into customer needs and preferences and offer customized insurance solutions. With these new technologies and tools, insurers now have the resources to create a more engaging and empathetic experience that builds stronger relationships with their customers. The customer experience transformation is happening now due to the increasing customer demands for personalized, hassle-free services, the rise of digital technologies, and intense market competition.

How has AI in insurance impacted the customer journey

AI has rapidly grown across various industries — insurance is no exception. AI in insurance has the potential to improve operations, enhance customer service, and mitigate risks. Insurance companies are now leveraging AI to reduce underwriting and claims processing time by automating tedious tasks, thereby improving efficiency. Moreover, AI can accurately analyze data, such as customer demographics, driving behavior, and lifestyle choices, to price policies more accurately and tailor services to individual customers' needs. AI also helps insurance companies to identify and prevent fraudulent claims, reducing financial losses.

One of the significant advantages AI offers is enhanced customer experience, where AI-powered chatbots enable insurers to provide 24/7 customer support and address customer queries, increasing customer satisfaction. Furthermore, AI has facilitated the creation of telematics devices that track driving behavior, providing insurers with personalized data on driving habits that help them serve customers better. These insights help insurers adjust different policies, such as usage-based policies, allowing customers to pay only for their vehicle usage.

As shown in the video above, AI is transforming the insurance industry and creating new business models that improve customer service and operational efficiency. AI in insurance poses fresh challenges as it needs to be readily integrated with existing systems and comply with regulatory requirements. Nevertheless, the benefits of AI, such as real-time data analysis, processing, and underwriting, enable insurers to decrease costs, mitigate risks, enhance efficiency, and improve customer service. We can be assured that AI will continue to play a significant role in the insurance industry's future, and we can expect more innovative advancements to revolutionize the industry further.

Embracing new technologies to drive engagement

The insurance industry is in a state of transformation, driven by changing customer expectations and the rapid advancement of technology. As consumers increasingly demand convenience, speed, and personalization, the companies that fail to adapt risk becoming irrelevant. Insurance companies must embrace new technologies like machine learning, AI, and other Internet of Things (IoT) technologies like sensors to thrive in this new landscape.

customer experience transformation_men in office working

These technologies can help insurers better understand customers' needs and preferences and provide more personalized and efficient services. For example, machine learning algorithms can help insurers identify high-risk customers and price their policies accordingly. At the same time, sensors and connected devices can provide insurers real-time data on customer behavior and preferences. By leveraging these technologies, insurance companies can create a more engaging and satisfying customer experience that differentiates them from their competitors. However, this transformation will take work and require insurance companies to invest in new tools, talent, and processes. Those who successfully navigate this change will be well-positioned to survive and thrive in this new era of insurance.

Startups fueling the customer experience transformation


Looking for a solution to your insurance dispute? Meet Lyanne, the dispute resolution platform that empowers both insurers and policyholders with transparent, expert analysis. Their digital platform is built around two key services - a free claims management tool and a paid service that handles all the paperwork. With Lyanne, you get a hassle-free experience, customized advice, and a higher chance of compensation. They understand that navigating insurance claims can be challenging and frustrating, so they're dedicated to simplifying things for consumers. Claims don't have to be left to chance; Lyanne aims to help save time, money, and headaches for policyholders today.


At bsurance, they offer an integrated insurance solution that can be customized to meet the needs of any business or service. Their product is designed to provide a seamless and convenient user experience, enhancing the trust and safety of customers. Their embedded insurance solutions are easily adjustable and a great fit for any B2C platform, including e-commerce stores, local shops, and shared economy platforms.

customer experience transformation_coworkers high fiving in office

They also understand the importance of providing insurance at the right moment, in conjunction with relevant products or services, without interrupting the purchasing process. Plus, they handle all policy and claims management in the backend, so policyholders can focus on growing their business, and bsurance can provide customers with the protection and peace of mind they deserve.

Pythia AI Inc.

Pythia offers AI apps for customer service that are both affordable and effective. Their products enhance agent productivity in customer support software like Zendesk, providing valuable support for tickets and chats. Their innovative solutions include reply suggestions for ticketing and chat interactions, automated ticket categorization that caters to e-commerce domains, and advanced answer template usage reporting. Pythia strives to provide consumers with the best AI technology for customer service.


At askporter, their goal is to make life easier for everyone by using AI to help organizations manage their customers, locations, and assets more efficiently. By automating tasks, they help clients focus on improving their services while aiding those requiring additional assistance. Ultimately, they're assisting clients in operating more cost-effectively and resource-efficient manner — all while delivering top-quality service.


Download the case study: EMC Insurance x Matterport

Acquire streamlines customer communication by providing a single platform for sales and support engagement across multiple channels. Their platform features built-in chatbot functionality and live chat, video chat, co-browsing, and screen-sharing capabilities. In addition, they offer convenient integrations with popular VoIP, email, SMS, and social media platforms. Acquire's product prioritizes the customer experience, focusing on digital channels.

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