Nathalie Nahai says we will see more personalised insurance products in the future
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The author and web psychologist spoke on the subject of "The power of digital customers: Customer feedback & recommendation in digital media" at the Insurance Industry Digital Transformation conference at the Swiss Re Centre for Global Dialogue.
Read the text version of Nathalie Nahai's interview below:
"Customers, when they take to social media, use it in two main ways. The proactive way, when they're generally seeking to get a sort of a customer service response, when they're not very happy, or in a reactive way, which can be negative or positive, in response to content or something else. Web psychology is useful because it provides a framework for us to understand how psychological behaviours are expressed through tech. It could be how a certain website gets you to do certain things, or what are the underpinning dynamics on social media, or why do we buy certain things over others. What are the things that are going on there that can tell us something about the behavior of the people doing the purchasing, for instance?
With digitalisation comes a whole bunch of different platforms and techniques to engage people. I think given that customer service is increasingly being conducted online in social platforms, the way in which we interact with customers has to be a lot more personalized, has to be a lot more personal, so emotive, engaged, one-to-one, and it gives us the opportunity to think about the motivations of why people are coming to us, so we can design better interactions and experiences to help them have a better relationship with the brand. I think that the things that are possibly holding the insurance and other highly regulated industry back is the fact that they're highly regulated. Pharma, financial, et cetera. There has to be some leeway to enable people to make judgement calls, to interact socially, to create content that's perhaps more emotive, and the legal structures actually have to change to enable that to happen, but it absolutely is possible."