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Today, the way an insurance company supports its customers makes all the difference. To meet the constantly evolving expectations of policyholders for speed, personalization, and autonomy, more and more insurers are adopting an omnichannel customer strategy. Their goal is to make it easy for policyholders to contact their agency via phone, email, mobile app, online chatbot, or social media, while ensuring seamless and uninterrupted case tracking.
Omnichannel means connecting in real time all the communication channels an insurance company offers its customers. Whether the policyholder uses the phone, mobile app, AI customer service chatbot, or visits the branch, all information is directly shared between the different departments. The customer does not need to repeat their request at each interaction.
Unlike a multichannel strategy, this approach relies on instant data synchronization through tools such as CRMs and artificial intelligence systems. These technologies give agents real-time access to all customer information: contract history, past claims, previous interactions, and contact preferences. This comprehensive view allows agents not only to respond quickly and personally but also to anticipate issues before they arise. Omnichannel thus transforms every touchpoint into an opportunity to deliver relevant, responsive, and tailored service, strengthening customer trust and satisfaction over time.
Consumer behavior has changed significantly. Today, 75% of policyholders want to manage their contracts online, and 62% expect an immediate response to their requests. New generations, such as Generation Z, prefer digital interactions but still need human support for more complex situations.
This dual expectation forces insurers to optimize and coordinate both their digital and physical channels. By ensuring continuity and smooth interactions, omnichannel simplifies the customer journey and eliminates friction points. Policyholders benefit from faster, more consistent service without having to re-enter their information at every contact. This efficiency not only improves satisfaction but also strengthens long-term engagement.
By centralizing customer data, agents have a complete view of interaction history, reducing processing times and improving service quality. Simple requests are automated and handled quickly by digital tools, freeing up time for agents to focus on more complex and sensitive cases.
Customer relationship management (CRM) systems and databases are among the most important components of omnichannel strategy. By consolidating all customer interactions and information in one place, they provide agents with a complete and instant view of each policyholder’s status. CRMs integrated with AI tools go beyond simple contact recording: they include behavioral analysis features, predict future needs, suggest tailored responses, and offer detailed real-time dashboards. Thanks to these capabilities, insurers can personalize interactions and better anticipate policyholders’ expectations.
These solutions ensure real-time coordination of all interactions, whether via phone, AI customer service agents, emails, or instant messaging. By analyzing each request as it arrives, they apply precise rules to sort, prioritize, and route inquiries to the appropriate channel or agent. Simple requests are automatically redirected and handled by AI chatbots, while more complex cases are assigned to specialized advisors. This orchestration ensures a continuous experience without repetitive information, regardless of the policyholder’s chosen contact path.
Artificial intelligence now plays a central role in handling first-level requests. Conversational AI agents, available 24/7, instantly respond to policyholders’ common questions: checking coverage details, guiding them through initial steps for filing a claim, or directing them to a qualified advisor for more complex situations. This automation significantly reduces response times.
Visual orchestration allows insurers to manage the distribution of incoming calls even before an agent is involved. Through interactive interfaces such as visual IVRs (visual mobile redirection interfaces), policyholders are autonomously guided to the most appropriate solution based on their request: document consultation, self-service management, appointment scheduling, or escalation to an expert advisor. This intelligent pre-qualification absorbs a large portion of simple requests, optimizes contact center workloads, and reduces waiting times. By continuously analyzing request flows, these solutions dynamically adjust and orchestrate customer journeys based on activity peaks, staff availability, and case complexity.
Despite the growth of instant digital channels, email remains a central point of contact in the insurance industry. Mailbots automatically handle large email volumes. Using advanced keyword analysis, they identify the type of request, extract key information (such as contract numbers, claim references, or urgency), and suggest immediate, context-based responses for advisors. By automating repetitive, low-value tasks, mailbots speed up the processing of simple email inquiries, reduce agents’ workload, and allow them to focus on more complex cases that require greater responsiveness.
Artificial intelligence is becoming a real-time assistant for customer service agents. The Augmented advisor, or virtual assistant for advisors, instantly analyzes each interaction’s content and customer history, offering pre-structured responses, relevant documents to send, or actions to take. This contextual assistance helps agents work more accurately, quickly, and effectively, allowing them to focus their expertise on complex and sensitive situations that demand personalized human intervention. These advisors are thus “augmented by AI tools.”
In the insurance sector, omnichannel has become a standard expected by policyholders, who seek seamless, consistent, and personalized journeys. By leveraging intelligent omnichannel orchestration solutions, artificial intelligence, and data analysis, insurers can optimize their efficiency while enhancing the quality of interactions. Every touchpoint thus becomes an opportunity to strengthen customer relationships and loyalty.
