CX in insurance industry

According to a study, 83% of customers are willing to share their data with insurers if it will result in a better customer experience.

And with the rise of CX technology, customers have come to expect a seamless experience from start to finish. From purchasing a policy to filing a claim, customers want the process to be simple and hassle-free. This is where technology comes in.

AI and machine learning algorithms help insurers analyze data to identify patterns and predict outcomes, allowing them to offer personalized recommendations to customers.

Chatbots, on the other hand, offer a convenient and efficient way for customers to interact with insurers.

What is theĀ current state of customer experience in insurance?

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A study by PwC found that 27% of customers prefer to use chatbots for insurance-related inquiries. These bots are available 24/7, provide quick responses, and can handle multiple customer requests simultaneously.

Mobile apps and digital assistants offer another level of convenience, allowing customers to access their policy information, file claims, and even receive real-time updates on their claims status, all from their mobile devices. The use of these technologies is not only improving customer satisfaction but also reducing operational costs for insurers.

The current state of customer experience (CX) in the insurance industry has been a mixed bag. 

Historically, insurers have struggled to provide a seamless and personalised experience for their customers. Lengthy processing times, complicated policies, and limited communication channels have all contributed to customer frustration and dissatisfaction.

However, with the rise of digital technologies, insurers are now beginning to embrace a customer-centric approach to service.

The shift to digital customer experience in the insurance post covid era

In recent years, insurers have made significant investments in digital tools to improve CX. 

The COVID-19 pandemic accelerated the shift towards digital customer experience (CX) in the insurance industry in the country.

The pandemic highlighted the need for insurers to have a strong digital presence and to offer seamless online services to their customers. According to a survey by EY, 40% of insurance customers in India said that their experience with digital channels during the pandemic was positive, leading to a shift towards online insurance purchases and claims.

The shift towards digital CX is not just benefiting customers but also insurers. Digital tools have helped insurers to streamline their processes and reduce costs, leading to increased efficiency and profitability.

However, the shift towards digital CX in India is not without its challenges. One of the biggest challenges is the digital divide in the country

Hence, arises the question of whether the future of CX will keep embracing digitization.

The future of customer experience in insurance – Will digital takeover call center agents?

While urban areas have access to high-speed internet and smartphones, rural areas still face challenges in accessing digital services. Insurers will need to find innovative ways to bridge this gap and ensure that their services are accessible to all customers.

With the rise of digital technologies, there is a growing debate about whether digital tools will eventually take over traditional agents in providing CX.

While there is no doubt that digital tools are revolutionizing the way insurers interact with their customers, it is unlikely that they will completely replace agents.

Insurance is a complex industry, and customers often require personalised guidance when it comes to purchasing policies and filing claims. While digital tools can help streamline processes and provide real-time updates, they cannot replace the human touch when it comes to understanding customer needs and building trust.

However, the role of agents is likely to evolve in the coming years. Rather than focusing solely on sales, agents are expected to become more consultative in their approach, providing customers with advice and guidance on risk management and insurance planning. This will require agents to have a deeper understanding of customer needs and preferences and to be equipped with the necessary digital tools to provide a seamless experience.


The success of digital CX in insurance will depend on how well insurers can balance the benefits of digital tools with the need for human interaction. While digital tools can provide speed and convenience, they cannot replace the empathy and understanding that come with human interaction. The key will be to strike the right balance between the two, ensuring that customers have access to the best of both worlds.

In conclusion, the future of CX in the insurance industry will be shaped by the integration of digital tools with human interaction. While agents will continue to play an important role in providing personalised guidance and advice, digital tools will become increasingly sophisticated, providing customers with real-time support and guidance