INTERVIEW
Digital-first communication: strategies to enhance customer engagement
Johan Junge, Chief Executive Officer, Metaforce
Based on your experience, how is digital transformation changing the way insurers communicate with their customers?
The shift from just communicating to actually interacting with customers is a game-changer in our industry. We’re seeing insurers move away from old-school, paper-based methods and one-way communications like print and PDFs. Instead, they’re embracing digital platforms that let them interact in real time—think two-way conversations at every customer touchpoint. Customers now expect seamless, interactive engagements, and they want messages that are personalised and relevant based on their own data. This isn’t just about meeting expectations; it’s about building stronger relationships and driving loyalty. Plus, the insights we get from digital interactions help us continually refine our strategies. It’s a revolution in how we connect with our customers.
What key strategies have insurers implemented to boost customer engagement through digital-first communication channels?
Insurers are really stepping up their game by embracing several core strategies. They’re using personalisation—leveraging data analytics to tailor messages so each interaction feels spot-on for the customer. They maintain consistency across channels by ensuring their messaging is unified, whether it’s on mobile apps, email, or social media, which really strengthens their brand. They’re also integrating interactive content like chatbots, videos, and interactive forms to make every engagement dynamic instead of just one-way communication. With an omnichannel approach, they ensure seamless transitions, so customers can interact in the way that suits them best at any time. And by practicing proactive communication, they anticipate customer needs and provide timely updates, showing genuine care. All of these strategies are helping insurers move from basic communication to real, engaging interactions that boost satisfaction and loyalty.
How can modernising communication processes lead to greater operational efficiency for insurers?
Modernising communication processes really transforms how we operate. For instance, by automating routine tasks like sending policy updates or processing claims notifications, we significantly cut down on manual work and errors while speeding up response times. Using a centralised digital platform lets us manage and track all customer interactions in one place, which makes everything more efficient. Plus, moving away from paper means we save on printing, mailing, and storage costs. And since digital solutions can scale effortlessly as our customer base grows, there’s no big additional cost. Finally, integrating our communication systems with other business processes gives us better data for smarter decision-making. In short, it’s not just about going digital—it’s about making our entire operation run smoother and more responsively.
What should insurers consider when transitioning to digital communications, and what best practices should they follow?
When we’re shifting from traditional communication to true customer interaction, it’s not just an IT project—it’s a business transformation. Based on what we’ve seen at Metaforce, here’s how we recommend approaching it:
- Start with a business vision:
Get your customer service, marketing, and business leaders involved from day one. It’s about aligning your goals with real customer needs—like reducing friction during claims or boosting engagement at renewals. - Focus on high-impact use cases:
Don’t try to overhaul everything at once. Pick a process where you know digital interaction can really make a difference, then scale from there. - Empower your teams:
Instead of having IT control every update, give your business teams the tools—like no-code/low-code platforms—to manage and tweak communication workflows in real time. This keeps things agile and responsive. - Integrate, don’t replace:
You don’t need to rip out your existing systems. Instead, layer interactive digital experiences on top of your current document workflows. This way, you maintain compliance while adding engagement. - Keep improving continuously:
Use data to monitor what’s working and what’s not. Regularly review customer feedback and performance metrics to fine-tune your approach.
- Start with a business vision:
In short, it’s about blending the old with the new—leveraging both traditional and digital methods to create a seamless, engaging customer experience.
What technology should insurers consider when transitioning to digital communications, and how can they effectively implement a hybrid approach?
When you’re transitioning to digital communications, it’s essential to cover all bases—you need to support both traditional print and modern digital channels, and you have to enable real interactive dialogues with your customers. The big advantage is when you can get all that in one integrated solution. At Metaforce, we offer a platform that does just that.
Our solution combines the best of both worlds. It ensures that you can deliver your compliant, document-driven messages in print while also engaging customers with interactive, real-time digital experiences. This unified approach makes it easier to manage all your communications seamlessly and consistently.
We work closely with our clients to tailor the solution to your specific needs, ensuring that both your traditional and digital channels are integrated smoothly. Our approach involves collaborating with various stakeholders, designing workflows that merge print and digital, providing comprehensive training, and continuously refining the system based on feedback and performance data.
If you can support both digital and print communications—and deliver interactive dialogues through one cohesive system—it’s a huge win for operational efficiency and customer engagement.
You can hear more on this topic from Johan Junge, CEO of Metaforce at 16.40 on day 1 of the Insurance Innovators Nordics conference on 4th March. For more information before the event reach out to Metaforce to discuss how they can support you at hello@metaforce.se
Johan Junge, Chief Executive Officer, Metaforce
Johan Junge is the CEO of Metaforce, a Nordic leader in Customer Communication Management (CCM), specialising in automating and digitising mission-critical customer communication and engagement across sectors like insurance, banking, and the public sector.
With a career at the intersection of market communication and technology, Johan has helped businesses modernise their customer engagement strategies by leveraging data-driven, cloud-based solutions. In his session, he will share insights on how organisations can move from static, one-way communication to interactive, real-time customer experiences—balancing both traditional and digital channels to enhance engagement, efficiency, and compliance.
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