Follow Us



Product or Services? Insurers Have to Choose

Karlyn Carnahan | April 26, 2016

Limited customer interactions in insurance have pushed incremental innovation to focus on products rather than customer experience. But customers are demanding a different relationship with their carrier and changing expectations are increasingly impacted by experiences outside of financial services.

Agents are very clear about what they want. Reduce the key strokes and answer the phone. Policyholders want to interact through multiple channels and are pressing for participation—in product choices, claims, and risk management. They are more financially literate and want more transparency in the products and pricing and they expect carriers to not just know who they are but anticipate their needs. 

Carriers can use analytics, business rules and workflow to automate communications. They can expand the channels available for consumer interaction and they can begin to offer more options for consumers to interact in some levels of servicing such as changing bill plans, payment dates, risk management programs, and claims decisions. 

Certainly, carriers have to balance the level of services they provide with the level of services agents provide. However, carriers can drive growth opportunities by taking a broader view of customers’ lives and context in which they are interacting with the carrier’s brand and then delivering unexpected signature moments across a broader expanse of experiences. 


Featured articles

Majesco RH

MT 160x600


The Email Chat is a regular feature of the ITA Pro magazine and website. We send a series of questions to an insurance IT leader in search of thought-provoking responses on important issues facing the insurance industry.


The tide is up! It's time to register for ITA LIVE 2019, our annual educational and networking conference! Our theme is "The InsurTech Revolution: Cutting Through the Hype." and we'll be bringing in a torrent of industry thought leaders, amazing insight and wonderful perspectives on the world of insurtech and its impact on the insurance landscape.

ITA LIVE 2019 will present real-life examples of true startup technologies that are helping insurers gain real advantage -- and a competitive edge -- in the marketplace. We’ll highlight the more successful InsurTech partnerships, while offering case studies that demonstrate exciting innovation and cutting-edge techniques impacting all aspects of the insurance ecosystem.

Ride the wave to LIVE 2019. Sign up today! We look forward to seeing you in May, 2019!


only online

Only Online Archive

ITA Pro Buyers' Guide

Vendor Views

Partner News