Aug.7, 2024 — By Patrick Kehoe, Messagepoint Inc.— Customer expectations have changed dramatically in recent years.

While printed communications were once accepted as standard, younger generations of consumers have a strong preference for dynamic and highly personalized digital experiences.Yet despite this, print documents and PDFs continue to be the primary mechanism for many of the insurance industry’s communications, even though consumers expect to communicate via their phones using digital friendly apps and portals.This creates challenges for traditional insurers when faced with competition from digital-native market entrants that cater to consumers’ digital preferences throughout the entire customer lifecycle from marketing to onboarding through servicing.Many of the systems that are relied on to generate these communications were designed in a time when print was the primary communication channel.

They are built around the rigid structures of generating documents and lack the flexibility required to accommodate newer digital engagement.These outdated systems lock content into individual communication templates, making it impossible to reuse content across multiple channels in formats that are suitable for digital apps.In order to stay relevant and compete in a world with changing consumer demographics and expectations, insurers need to take a hard look at the systems and processes used to manage their interactions with customers.