{"id":7971,"date":"2026-10-13T10:00:00","date_gmt":"2026-10-13T03:00:00","guid":{"rendered":"https:\/\/kpsg.com\/?p=7971"},"modified":"2026-10-13T19:08:24","modified_gmt":"2026-10-13T12:08:24","slug":"transforming-insurance-contact-centers-building-an-integrated-customer-experience-with-ai-and-a-single-platform","status":"publish","type":"post","link":"https:\/\/kpsg.com\/en\/insight\/transforming-insurance-contact-centers-building-an-integrated-customer-experience-with-ai-and-a-single-platform\/","title":{"rendered":"Transforming Insurance Contact Centers: Building an Integrated Customer Experience with AI and a Single Platform"},"content":{"rendered":"<p class=\"wp-block-paragraph\">The insurance industry continues to face evolving customer expectations. Today, customer experience is no longer measured solely by how quickly an inquiry is answered, but also by how easily customers can access services, how consistent the information they receive is, how personalized their interactions feel, and whether support is available through their preferred channels.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For insurance companies serving large numbers of customers with diverse needs, delivering this level of experience is not simple. The rapid development of artificial intelligence (AI), changing customer behavior, and the growing demand for faster and more integrated services have made contact center transformation increasingly important.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In <a href=\"https:\/\/kpsg.com\/en\/resources\/insurance-cx-changing-needs-and-future-challenges\/\">an episode of Smart ConneXion, Sartini Ngasweni<\/a>, Account Director at KPSG, shared her perspective on how customer experience needs are evolving in the insurance industry and how single-platform contact centers and AI can help address these changes.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Insurance Customer Experience Is Moving Toward Greater Integration<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Customers today interact with insurance companies through various channels, from voice calls and WhatsApp to chat and other digital channels. The challenge is that while many companies already provide multiple communication channels, the systems behind them are not always fully integrated.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As a result, customer data and interaction histories may be scattered across different systems. When customers move from one channel to another, for example from WhatsApp to a voice call, information from their previous conversation may not immediately be available to the agent.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This can lead to customers having to repeat their concerns or explain their needs again from the beginning.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For this reason, the evolution of contact centers is no longer just about providing more channels. It is increasingly about ensuring that those channels are connected within a unified service ecosystem.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With a single-platform contact center, customer interactions across different channels can be managed within one platform, allowing conversation histories to remain connected even when customers switch channels. This approach helps companies provide a more consistent customer journey while gaining a more comprehensive view of each customer interaction.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>From Customer Service to Customer Experience<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">This transformation also reflects a broader shift from traditional customer service toward customer experience.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Customers no longer simply expect their questions to be answered. They expect experiences that are convenient, fast, and available whenever they need support.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Convenience means customers should be able to use the channel that best suits their preferences without losing context when moving between channels.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Speed is equally important. Customers expect fast responses while still receiving complete, accurate, and relevant information.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Availability also plays a critical role. Companies can extend certain types of support beyond standard operating hours. Frequently asked questions, for example, can be handled through chatbots or voicebots before being escalated to live agents when more complex assistance is required.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In this model, technology does not replace the entire role of humans. Instead, it enables people to focus on interactions that require deeper analysis, empathy, and judgment.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>AI Is Becoming Part of Contact Center Operations<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A single-platform contact center provides an important foundation, but its capabilities can be further strengthened through AI integration.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">AI can support various areas of contact center operations, both in customer-facing interactions and in helping agents and operational teams work more effectively.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For common and repetitive inquiries, chatbots and voicebots can act as the first layer of service. When a conversation becomes more complex, the interaction can be transferred to a live agent in real time while retaining the context of the previous conversation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This allows agents to continue the interaction without starting from scratch, while customers do not have to repeat their entire request.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">AI can also function as an agent-assistance tool through capabilities such as Smart Script. Relevant information can be presented to agents during customer interactions, such as updated product information or a list of partner hospitals based on a customer\u2019s location.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Beyond live interactions, AI can also support quality assurance through AI-based QA Scoring, summarize customer conversations, and assist with lead scoring to help companies identify potential prospects based on interaction data.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This collaboration between AI and human agents enables contact centers to evolve beyond traditional service functions and become a more strategic part of the overall customer experience.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>One Platform to Support the Insurance Customer Journey End to End<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In the insurance industry, customer interactions do not begin only when someone contacts customer service.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The journey can start even before a person officially becomes a customer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">During the early stages, sales and outbound activities can be used to introduce insurance products to potential customers. Robocalls, for example, can provide initial product information. When a prospect shows interest, the interaction can then be transferred to a live agent for further discussion.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The contact center can subsequently support processes such as tele-underwriting, welcome calls after customers join, customer service activities, as well as retention programs such as reminders and follow-up communications.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When inbound and outbound processes are managed within one platform, companies have an opportunity to create a more connected customer journey from acquisition through retention.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Data from these different touchpoints can also be consolidated into a comprehensive interaction report. This provides organizations with greater visibility into customer journeys while creating opportunities to analyze interaction patterns, customer needs, and areas for further improvement.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Addressing Fragmented Data and Disconnected Processes<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">One of the challenges still commonly found in contact center operations is the use of systems that operate independently from one another.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A company may already provide multiple communication channels, but each channel may store data and run its own processes separately. This can result in fragmented customer data, inconsistent responses, and limited visibility into the customer as a whole.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In addition, when agents, Quality Assurance teams, and analysts still rely heavily on manual processes, operational productivity can also be affected.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Implementing a single-platform contact center supported by AI capabilities can be one approach to reducing this fragmentation. When channels, customer data, automation, AI, and live agents operate within the same ecosystem, operational processes can become more seamless and customer information can be used more effectively.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Operational Efficiency Can Become One of the Key Outcomes<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Contact center transformation is ultimately not only about technology. It is also about the business value the technology can create.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Based on KPSG's experience across several implementations, moving from previous systems to the arsi platform has resulted in cost efficiencies of approximately 40% for several clients. The actual level of efficiency may vary depending on operational scale, solution configuration, and each company's specific use case.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These efficiencies can be driven by several factors, including a greater proportion of simple interactions being handled through automation, formerly separate processes becoming more integrated, and agents being able to focus on more complex customer needs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As a result, the benefits of transformation can extend beyond cost efficiency to include greater operational productivity, faster processes, and more consistent customer experiences.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Technology Should Start with Business Needs<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">However, there is no single technology approach that will automatically work for every insurance company.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Each organization has its own customer journey, operational processes, technology environment, and business challenges. Technology implementation should therefore begin with a clear understanding of the company's needs and expectations.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The role of a technology partner becomes important in this process. It is not only about providing technology, but also about working with companies to understand their challenges, identify areas for improvement, and design solutions that align with their operational requirements.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This role should also continue beyond the initial implementation. As technology evolves rapidly, ongoing evaluation and continuous improvement are needed so that organizations can continue identifying solutions that support both productivity and customer experience.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Building a More Connected Insurance Customer Experience<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Changing customer expectations mean that insurance companies now need more than just a contact center with multiple communication channels.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What is increasingly required is an integrated service ecosystem that connects channels, data, AI, automation, and people across a consistent customer journey.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A single-platform contact center provides the foundation for this connectivity, while AI helps extend its capabilities through automation, agent assistance, analytics, and quality assurance.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When technology is implemented based on the right business needs, the contact center can evolve beyond simply answering customer inquiries. It can become a strategic function that helps organizations create better experiences, understand customers more deeply, improve operational efficiency, and build stronger long-term customer relationships.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For more information about KPSG, visit <a href=\"https:\/\/kpsg.com\/en\">www.kpsg.com<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Industri asuransi terus menghadapi perubahan ekspektasi pelanggan. Saat ini, pengalaman pelanggan tidak lagi hanya dinilai dari seberapa cepat pertanyaan dijawab, tetapi juga dari kemudahan mengakses layanan, konsistensi informasi, personalisasi, hingga kemampuan perusahaan memberikan dukungan melalui channel yang pelanggan pilih. Bagi perusahaan asuransi yang melayani pelanggan dalam jumlah besar dengan kebutuhan yang beragam, menghadirkan pengalaman tersebut [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":7972,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44],"tags":[],"class_list":["post-7971","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-wawasan"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Transformasi Contact Center Asuransi: Membangun Customer Experience Terintegrasi dengan AI dan Single Platform - KPSG<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/kpsg.com\/en\/insight\/transforming-insurance-contact-centers-building-an-integrated-customer-experience-with-ai-and-a-single-platform\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Transformasi Contact Center Asuransi: Membangun Customer Experience Terintegrasi dengan AI dan Single Platform - KPSG\" \/>\n<meta property=\"og:description\" content=\"Industri asuransi terus menghadapi perubahan ekspektasi pelanggan. Saat ini, pengalaman pelanggan tidak lagi hanya dinilai dari seberapa cepat pertanyaan dijawab, tetapi juga dari kemudahan mengakses layanan, konsistensi informasi, personalisasi, hingga kemampuan perusahaan memberikan dukungan melalui channel yang pelanggan pilih. 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