Mark Breading’s Cautionary Tale on Omni-Channel

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A recent travel debacle inspired Mark Breading to relate his experience there with the expectations of insurance consumers. He writes:


“As the world becomes more digital and more connected, the frequency of interactions with customers will increase dramatically. Smart homes/buildings, wearable devices, connected vehicles and other rapidly emerging solutions offer great potential for the insurance industry. However, one implication is that the omni-channel environment will become even more complex, and the demands for real-time actions will increase. Imagine reacting to an alert from a smart home device regarding an overflowing sump pump. Not only is quick action required, it must also be synchronized with the homeowner’s app and any phone calls to or from agents or the insurer. Communicating frequently with customers to partner in risk management, improved health and well-being and financial management is the future of the industry. And those customers will want to communicate in every way imaginable (including talking to live human beings).” –Mark Breading, Partner, Strategy Meets Action



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