ARTICLE
How Insurers Can Move from Segmentation to Real-Time Customer Engagement
From data to action: making personalisation work for insurers
Insurers have no shortage of customer data. The challenge is turning it into experiences that feel relevant, timely and genuinely helpful.
From policy histories and claims activity to digital behaviour and life events, insurers have access to more information than ever. Yet customers can still receive a generic marketing email while waiting for a claim decision, or be offered an additional product when they’re simply trying to renew their existing policy.
These aren’t just missed opportunities. They’re moments that can undermine trust, increase avoidable contact and leave customers questioning whether their insurer really understands them.
At a recent Insurance Innovators webinar, From data to action: the next era of personalised customer engagement, leaders from AXA Health International, Aviva and NiCE explored how insurers can move beyond traditional segmentation towards more responsive, data-driven engagement – without losing sight of customer trust, governance and the human touch.
The problem isn't segmentation. It's knowing when to look beyond it.
Traditional segmentation still has an important role in strategic planning and measuring performance. But two customers who look identical on paper may have very different needs in reality.
As Virginie Faucon, who leads marketing and brand at AXA Health International, explained, a young professional relocating to Dubai and a family on a long-term assignment in Asia may fall into the same customer segment. Their circumstances, however, are far from identical.
AI is creating new opportunities to recognise these differences. The challenge is making sure the right information reaches the right teams at the right time.
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About NiCE
NiCE (NASDAQ: NICE) is transforming the world with AI that puts people first. Our purpose-built AI-powered platforms automate engagements into proactive, safe, intelligent actions, empowering individuals and organisations to innovate and act, from interaction to resolution. Trusted by organisations throughout 150+ countries worldwide, NiCE’s platforms are widely adopted across industries connecting people, systems, and workflows to work smarter at scale, elevating performance across the organisation, delivering proven measurable outcomes.
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