Transforming CX for insurance: Customer-centered strategies for growth (NTA320)

Continental General's Digital Transformation Journey

Background

  • Continental General is a unique organization that operates as both an insurance carrier and a third-party administrator.
  • The company has a long history in the insurance industry, primarily focused on long-term care insurance.
  • In recent years, the organization underwent a significant transformation to diversify its product offerings and prepare for future growth.

Growth Strategy

  • Continental General's growth strategy was built on three key pillars:
    1. Diversification: Expanding beyond long-term care insurance into other lines of business, such as life insurance.
    2. Reinvesting in new business: Investing in technology, people, and partnerships to enable the organization to write new business.
    3. Leveraging existing customer base: Enhancing the customer experience for the company's existing long-term care policyholders.

Digital Transformation

  • To support its growth strategy, Continental General partnered with Amazon Web Services (AWS) to undergo a digital transformation.
  • The company adopted an "work backwards" approach, starting with the desired end-state and building the plan to get there.
  • This involved:
    • Gathering feedback from existing customers and industry trends to understand their needs.
    • Developing a roadmap for enhancing the customer experience, including a customer portal and self-service capabilities.
    • Integrating AI and automation technologies, such as Amazon Lex and Amazon Connect, to improve customer service and communication.

Key Principles and Lessons Learned

  • The digital transformation project followed two main principles:
    1. API-driven approach: Allowing independent and parallel development by different teams.
    2. Serverless technology: Leveraging the benefits of scalability, resilience, and DevOps practices.
  • Key lessons learned:
    1. Obtain buy-in from leadership for transformational efforts.
    2. Closely partner with business stakeholders to ensure alignment with customer needs.
    3. Prioritize the customer experience and work backward from their perspective.
    4. Leverage external expertise, such as AWS Professional Services, to accelerate the transformation.
    5. Empower teams and get out of the way during the implementation phase.

Outcomes and Future Plans

  • Continental General's migration to the cloud and implementation of new customer experience capabilities have had a significant impact on the business.
  • The company has been able to rapidly transform and adapt to changing customer needs, leveraging the agility and scalability of cloud technologies.
  • With the foundation in place, Continental General is excited to continue its journey and explore new opportunities to enhance the customer experience and drive further growth.

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