Accenture-commissioned research from Forrester Consulting shows that for many insurers, the customer experience is a key driving force for digital transformation.

The past few years have seen a marked increase in the number of insurers striving for digital transformation, with an aim to improve the customer experience. As part of an Accenture-commissioned study from Forrester Consulting, 396 business decision-makers were surveyed, including 108 senior insurance leaders. Over the course of this Insurance Insight of the Week series, I’ll look at some of the insurance-specific results in detail.

This week, we discuss the first key finding from the research: that customer experience is driving many of insurers’ digital transformation efforts.

Customer experience is at the heart of digital transformation

Click the image below for a large version of the Insurance Insight of the Week.

Customer experience is at the heart of digital transformation

Tellingly, the study found that only 5 percent of insurers feel they have mastered digital to a point that differentiates them from the competition. And while it’s heartening to see cross-channel and mobile capabilities on this list, it’s important to remember that customers may not use just one channel to interact with their insurer. Increasingly, customers expect omni-channel capabilities, or the ability to use one channel and seamlessly switch to another. With customers in the driver’s seat of their interactions with businesses, it’s imperative for insurers to create positive, relevant customer interactions across channels and touchpoints.

To learn more, register to download the full report, Digital Transformation in the Age of the Customer: A Spotlight on Insurance (PDF). Many thanks to my colleagues at Accenture Interactive, who commissioned the study, and Forrester Consulting for conducting the research.

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