Innovations in general and digitisation in particular are changing the insurance industry. Digitisation is also changing customer behavior and — very importantly — customer needs: Insurance solutions, for example, are being researched and concluded online, claims processing is increasingly being carried out online, and quality expectations as well as customer expectations regarding response times are rising. These changing customer needs are forcing insurance companies to adapt their interactions with customers in order to provide them with a contemporary and efficient experience.
A survey by IDG Research shows that digitisation in the insurance industry still has a lot of potential for improvement. In principle, the insurance companies surveyed in the DACH region are aware of the advantages that digitalisation offers.
Digitisation for the company, which is why they have also established it as an important cornerstone in the corporate strategy. Efficiency increases, process optimisation and cost reductions are the focus and are seen as drivers. However, insurance companies see the lack of understanding of customer needs as the biggest hurdle. In this context, customer wishes and their experience with the new technologies point the way to targeted investment in a digitised customer experience or to combining user-friendly service and efficiency.
Digitisation changes the entire customer interaction, resulting in completely new requirements for the processes and working methods of employees. Decentralised structures in the organisation often make standardisation difficult, which is why digitisation must be viewed as an integrated solution. To ensure that the benefits of digitisation can also be used profitably in the customer relationship, it is essential that these topics are embedded in the processes and the organisation.