Trends Report

Use Customer Journeys To Avoid Digital Pitfalls In Your Digital Insurance Strategy

August 19th, 2019

Summary

Digital insurance teams want to digitize the customer life cycle so they can cut costs and offer convenience. But current digital strategies are too inside-out, resulting in low adoption of newly developed digital tools. Digital business strategy executives should use customer journeys as the basis of their new process to better understand customer behaviors and preferences. Customer journey and ecosystem maps help digital teams design, develop, and deliver a digital insurance strategy that is customer-driven, aligns with ongoing business and technology initiatives, and reflects existing capabilities. You’ll need to preempt internal resistance by making it clear that this is not a one-off effort, accepting that you will be stepping outside your comfort zone, and linking journey improvements to business objectives.

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