Omni-Channel Communication and AI for Insurance


Do you ever get stuck on a website and decide to call the dreaded customer service center?  If so, you just concede to the fact that you’re probably going to burn the best part of 30 minutes (most of it listening to Kenny G) and then give your customer information and repeat the problem three or four times as you get sent around the maze of operators required to solve your issue.

In todays more technically advanced organizations, an omni-channel experience supported by artificial intelligence is offered. The major targets for this technology are banks and insurance companies.

The first line of modern interaction is the chat-bot. I’m not a big fan of these personally, as they often don’t seem to understand what I type into the box.

Chat-bots are designed to answer a particular stream of questions related to a specific area and can have a certain level of “artificial intelligence.” However, they seem to get lost if you ask something that is non-standard or related to another area. This happens because separate areas of the business have developed their chat-bots to answer their set of questions, and there are usually multiple chat-bots each with their own specialty functions. The latest technologies can combine all chat-bots. For example, if you are making a claim but ask about an additional coverage, the question can be answered correctly without you needing to be transferred to another department. Hallelujah!

Again, I’m not a big fan of the bot and prefer talking to a live operator. With modern omni-channel systems, I can speak to a customer service representative instantly from the website without having to dig around for a phone number and wait in a queue listening to Kenny’s funky sound.  Not only can I talk to a person using the microphone and speakers on my device, but I can activate live video chat and see the person I’m speaking to. I don’t have to let them see me if I don’t want to, which is just as well if it’s early morning. I think you all know what I mean.

Could it get any better? Well, yes it can!

I can also allow the operator to co-browse with me. Co-browsing is the ability of the service person to see what I’m doing on-screen and help me navigate the page or site. For example: the operator can tell me what to do based on what web page I’m on and where they see my mouse on the computer screen. The operator can help me do what I want to do in a fraction of the time it might have taken me by myself.  I’m in, out, and heading out for a coffee in a fraction of the time. Omni-Channel systems can help customers with the loans or policy applications, commercial customer on-boarding, claims processing etc. with much higher completion rates, greatly enhanced revenue, and far happier customers. This leads to significant increases in revenue and customer loyalty. Some businesses that have deployed these technologies are calling it a “Concierge” service…makes you feel special doesn’t it?

To top it off, if I ask the service person a question that’s outside their area of expertise, artificial intelligence can interpret my voice, check its knowledge base of hundreds of bots, and offer the service person the best answer to my question in the blink of an eye. This means that I get my answer instantly and the service person is learning on the job.  In this way, artificial intelligence takes on a deeper and more interesting meaning.

Welcome to the future, with not a phone call or saxophonist in sight.


Leave a Reply: