The insurance sector, traditionally known for its complexities, continues to struggle under the weight of legacy systems. Customers term this as administrative inertia, especially considering that many are tech-savvy and have great customer experiences (CX) during their interactions with other industries, such as retail or hospitality. The changing customer expectations are adding to the challenges of the industry, which is already dealing with inflation, recession, and other macroeconomic uncertainties.
The insurance industry is at a crossroad and recognises that delivering seamless digital customer experiences is now essential to prevent customer churn. A McKinsey survey on the value of CX in insurance found that it drives financial and organisational outcomes. In fact, organisations leading in CX outperformed their peers across the board.
What is stopping insurers from focusing on CX? The biggest block to realising this goal is legacy systems, say 52% of insurers, according to a Capgemini Research Institute report titled Bridge the Customer Experience Divide. This report, part of their 2025 World Report Series on life insurance, found that only 5% of life insurers deliver a best-in-class CX. These companies also reported higher Net Promoter Scores (NPS), lower expense ratios and stronger growth. The report mentions the root cause of this scenario and many other industry challenges as not-so-good customer experiences.
The proposed solution is a customer-centric approach that lies in intelligent and streamlined processes. Insurers can get there by adopting BPM as a strategic enabler. It is a game-changer that will help streamline operations through intelligent data-driven processes. It will also catalyse growth through seamless customer experiences by leveraging CX and marketing analytics.
BPM as the CX engine
At its core, BPM treats business processes as strategic assets with customer-centric BPM being the new frontier helping elevate its outcomes. In this approach, insurers can design processes to function optimally and also enhance every customer interaction. This capability enables BPMs to optimise workflows across the customer lifecycle—from onboarding and underwriting to claims and renewals. However, the true power of BPM lies in its ability to integrate marketing analytics and customer data into every touchpoint, transforming it into the CX engine the industry badly needs. Let’s see how.
- claims processing
- omnichannel orchestration
- optimised underwriting
This key insurance function often contributes to poor experiences due to delays, leading to dissatisfaction and churn. BPM completely transforms the outcomes of this phase by automating workflows and reducing errors. It not only accelerates the claims resolution process but also reduces costs. More importantly, automated communication with the customers throughout the process keeps the latter informed, adding a touch of empathy while improving their insurance journeys.
Customer purchases today often span multiple touchpoints such as websites, apps, emails, chatbots, and more. Managing a consistent customer experience across different channels is a challenge that insurers face. BPM supports omnichannel workflow orchestration, ensuring coherent and consistent responses for insurance customers, thereby creating a seamless insurance journey.
Insurance underwriting is a complex and lengthy process, spanning multiple departments and stakeholders. Being a critical and lengthy process that assesses risks to arrive at policy terms, a lot depends on getting this right. BPM can optimise this process—aided by AI-driven customer and marketing analytics—through intelligent insights that can optimise and accelerate it.
Now, let’s see how it all comes together to deliver enhanced customer experiences.
changing the insurance optics with a customer-first focus
The insurance industry is undergoing a steady transformation driven by digitisation. At the heart of this transformation is a paradigm shift: a customer-first approach. Insurers are rethinking their business models by putting the customer at the forefront, says a PwC report titled Insurance 2030: What’s your future? This approach enables hyper-personalised customer experiences that meet or exceed customer expectations. It allows insurers to design insurance offerings that empower customers with greater ease and choice by addressing their pain points at every touchpoint. But this approach can only succeed with a complete understanding of customer needs, behaviours, and risk profiles. This can be made possible by being able to access both structured and unstructured customer data from every interaction. BPM facilitates this level of insight in combination with AI and machine learning (ML) technologies to provide a holistic view of customers. These customer-centric solutions can also manage personalisation at scale and ensure compliance without compromising the experiences.
In short, BPM enables insurers to work their magic by changing the optics to woo and retain their customers. Through intelligent data-driven automation, BPM is reshaping how insurers connect and interact with their customers. What’s emerging is a future where technology accelerates growth and empathy, drives engagement, and customer-first values set the course.
how can Infosys BPM help?
Infosys BPM’s marketing and customer analytics services help insurers combine BPM with cutting-edge analytics solutions to craft memorable customer experiences. These solutions provide a holistic view of the digital journeys of insurance customers to achieve across-the-board organisational outcomes.
