ПОДОБРЯВАНЕ НА КЛИЕНТСКОТО ПРЕЖИВЯВАНЕ – ДИГИТАЛИЗАЦИЯ И/ИЛИ ХУМАНИЗАЦИЯ НА ТЪРГОВИЯТА СЪС ЗАСТРАХОВАТЕЛНИ ПРОДУКТИ
IMPROVING CUSTOMER EXPERIENCE – DIGITALIZATION AND/OR HUMANIZATION OF INSURANCE PRODUCTS TRADE

Author(s): Tonina Yaneva
Subject(s): Economy, Business Economy / Management, ICT Information and Communications Technologies
Published by: Икономически университет - Варна
Keywords: insurance; customer experience; digitalization; humanization
Summary/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.

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