IMPROVING CUSTOMER EXPERIENCE – DIGITALIZATION AND/OR HUMANIZATION OF INSURANCE PRODUCTS TRADE

Tonina Yaneva ()
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Tonina Yaneva: University of Economics – Varna, Bulgaria

Conferences of the department "Economics and Management of Trade", 2023, issue 1, 341-348

Abstract: The real-time response capabilities, the offering crisis-resistant processes, the maximum convenience in the purchase of insurance products and the complete digital experience are among the key areas that insurers have focused on, in reply to the changing business environment. The integration of empathy, combined with a customer-centric approach for a more human-like experience, builds strong relationships between insurer and customer and turns into a source of a competitive advantage. The increasingly topical topic of environmental protection, the highly regulated insurance sector and the high expectations of modern consumers of insurance products require the humanization of the digital experience.

Keywords: insurance; customer experience; digitalization; humanization (search for similar items in EconPapers)
JEL-codes: G22 I31 L81 O33 Q56 (search for similar items in EconPapers)
Date: 2023
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