Powerful personal devices, increasingly boosted by artificially intelligent digital assistants, are giving consumers unprecedented access to information and helping them deal with their providers. This has tipped the balance of power from insurers to their customers.

This, as I mentioned in the first of my posts in this blog series, is one of four key trends that are reshaping the customer service function.

Before long, most customers will be aided by “digital concierges” that will be able to sift through huge volumes of relevant data and even contact insurers on their behalf. Their mobile devices will have the same processing power as a small contact center 10 years ago.

In addition, a host of new on-demand services will give consumers access to all sorts of experts and resources to help them with specific tasks such as submitting a claim or pursuing a complaint.

To respond to this trend, there are three things insurers need to do:

  1. Recognize and anticipate the implications. For example, what will you do when a customer’s digital concierge calls one of your contact centers?
  2. Keep pace. You cannot afford to fall further behind customer expectations.
  3. Blend the human and the digital. Digital leaders will combine digital and human agents to resolve issues, using the respective strengths of each type of intelligence.

In my next post in this series I’ll discuss the second trend: the bias toward prevention of problems rather than cure. In the meantime, if you’d like to read more about the impact of digital on customer service, click here.

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