I came across this article which I find very interesting. Not because of any interest in the insurance industry, but because of the challenges businesses are facing, and how they differ from two years ago. The fact that customer experience (CX) has changed spots with technology shows that organizations are starting to become savvy, but they do not know how to use it for improved customer experience. And they are most likely not doing a very good job with it as is in the insurance companies (based on personal experiences).

As I see it, the focus organizations have had the last years on digitization, and implementing digital strategies is getting closer to the end, now it is about constant work for improvements. Digital is no longer a differentiating factor, as more or less all businesses have some form of digital strategy. This means a shift towards a better customer journey and experience, hence the new focus on CX instead of technology. Leveraging technology to create better, and more profitable relations with the customer will be the new differentiator. And there are a lot of good tools out there for it! Still, there are many challenges ahead for organizations that haven’t prioritized CX before now, and they have a long way to create a TRULY customer-first culture. I’m looking forward to some very good purchasing experiences in the future.