Digitalisation in the insurance environment is picking up speed, but also posing new challenges.
Airlock recently had the opportunity to interview Oliwia Berdak, Vice President and Research Director at Forrester, covering some important questions insurers may have overcoming certain obstacles.
We talked with Oliwia about the importance of differentiating oneself through attractive customer journeys, increasing customer engagement, maintaining trust with security or modernising legacy systems.
Happy customers – but not only in the event of a claim
Forrester Q&AYou can read the entire interview with Oliwia Berdak in our Forrester Q&A. It was conducted by Reto Zwyssig, Sales & Business Development Manager at Airlock.
The most important findings from the interview
Insurers that already had digital capabilities to serve customers saw huge rises in digital activity.
Many insurers still don’t use basic customer experience (CX) assets like personas and journey maps to manage digital development and many fail to engage real customers in design validation.
Insurers need to use a growing range of techniques – such as design thinking, lean start-up, and more – to emulate the approach of testing, learning, and pivoting endemic in start-up culture.
Digital security is vital for an industry that stores a lot of sensitive customer data.
CIOs should relentlessly prune their technology legacy by consolidating systems, building service APIs to decouple systems of record from systems of engagement, and moving applications to the cloud.
Security protocols must not create too much friction and damage the customer experience.
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