Customer service for insurance

Service-as-a-Loop approach

Customer centricity meets AI – customer service in transition

Today's customers expect more than just quick answers. They want personalised, seamless solutions and use a variety of channels to get in touch with their insurer. In the insurance industry in particular, customer service plays a central role in building trust and shaping long-term relationships.

With artificial intelligence (AI) and a consistent customer-centric approach, insurers are constantly developing their service offerings. They are increasingly relying on omnichannel communication, AI-supported automation and personalised support for complex issues. Modern technologies help to meet growing expectations efficiently and empathetically.

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Customer service as a dynamic loop – from concern to loyalty

The ‘service as a loop’ approach goes one step further: service is continuously improved by incorporating customer feedback, data analysis and technological innovations directly into further development. Simple requests are handled automatically, while individual advice is available for more complex issues – at any time, across all channels and tailored to the individual. This creates a dynamic service process that continuously evolves, leverages sales potential and improves the customer experience in the long term.

  • Customer enquiries reach insurers through various channels – telephone, email, chatbot, social media or the customer portal. AI-supported pre-qualification enables issues to be automatically identified, categorised (e.g. claims, contract changes, queries about services) and forwarded directly to the appropriate employee, for example via speech recognition, analysis, text comprehension or automatic ticket creation.

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  • Recurring customer issues should be resolved automatically as far as possible. This can be achieved through dynamic FAQs, self-service portals, chatbots or the customer portal. Processes such as claims reporting or contract changes should also be automated, supported by technologies such as image or document recognition. This ensures that policyholders receive the right solution quickly and easily, around the clock.

    Hybrid service model

    Human interaction for complex cases

    Personal advice remains essential for individual and sensitive issues. Whether it's a complicated claim, an emotional emergency or preparing a quote for complex insurance products, the expertise and empathy of experienced advisors are needed. Automating routine enquiries takes the pressure off the team and creates space for value-adding personal advice.

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  • Customers should always receive proactive support from customer service, because service does not end with the solution – that is where it begins. Automatic updates, AI-supported demand forecasts and personalised offers based on customer history create genuine cross-selling and upselling potential throughout the entire journey. This helps to build long-term relationships and turn customers into loyal brand ambassadors.

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  • Modern customer service is constantly learning. Feedback on customer satisfaction through NPS, CSAT or sentiment analyses shows what is going well and where adjustments can be made. AI-supported evaluations, for example to identify bottlenecks in processing times, reveal potential for optimisation. In addition, smart assistants, such as an AI co-pilot for customer advisors, can support employees in their tasks. This makes the service a little more efficient, more appropriate and therefore more customer-friendly with every contact.

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Seamless. Efficient. Personal.

Real added value in customer service

‘Service as a Loop’ stands for a modern, continuous improvement process in customer service. Instead of rigid processes, a dynamic cycle is created that is constantly evolving through the use of data, technologies and feedback. This turns every customer contact into an impetus for greater efficiency, personalisation and customer satisfaction.

Recognise & understand

Customer concerns are identified in real time across all channels using AI-supported tools such as chatbots, NLP and text analysis. This means that service begins where the customer is – precisely, quickly and automatically.

Solve & respond

Simpler issues, such as address changes or damage reports, are resolved automatically via self-service portals or automated workflows. Complex issues are forwarded to the appropriate advisor with all relevant contextual information.

Learning & optimising

Every interaction provides valuable data: Which issues come up frequently? Where are there bottlenecks? What can be solved more intelligently? These learnings flow directly back into processes, systems and training, continuously improving the service.

Act proactively

Based on data analysis, the system identifies customer needs at an early stage and offers suitable solutions before an issue arises. This makes service an active companion in the customer relationship.

The added value for insurers and customers at a glance

  • Greater efficiency: Automation reduces the workload for employees and accelerates standard processes
  • Better customer experience: More relevant, faster and consistent across all channels
  • Increased loyalty: Proactive, solution-oriented service strengthens customer loyalty
  • More insights: Data-driven decisions and optimisations create competitive advantages

Service as a Loop is transforming customer service in the insurance industry from a reactive support function to a smart, learning and strategic competitive advantage. More and more companies are recognising the potential of intelligent technologies: reducing the workload of employees is seen as a key benefit – as confirmed by 85 percent of financial services companies.

Find out more in our latest Customer Centricity Study.

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Service as a Loop in practice

Third-party contract management

Modern customer service is agile, data-driven and individual – and is constantly evolving. Practical examples show how this can look in practice, both at the level of service support for employees and in self-service offerings for customers.

An example use case: third-party contract management.

Insured persons can use the customer portal not only to manage their own data, but also to enter, update and manage contracts from other insurers. The added value comes from intelligent additional functions that make the service really attractive to customers.

Our offer

A forward-looking customer service needs more than good intentions; it needs clarity, strategy and the right tools. We support you in comprehensively analysing your existing service processes, identifying optimisation potential and making targeted use of modern technologies such as artificial intelligence.

We take a structured approach. From identifying quick wins to developing long-term strategies, we always focus on efficiency, customer centricity and measurable results.

We offer you

  • Development of a customised service map with recommendations for future design
  • Analysis and redesign of existing service offerings and touchpoints
  • Strategies for sales-oriented use of customer service (‘Service2Sale’)
  • Concept for the targeted and compliant use of AI in the service environment, from feasibility and regulatory requirements to implementation
  • Joint implementation of smart, AI-supported processes

Benefit from the industry and technology expertise of the experts at adesso. Arrange a no-obligation consultation on the topic of customer service of the future now. We look forward to talking to you.

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