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Five Principles for Smarter Customer Engagement

The need for insurers to adopt technology based on their customer needs and four key considerations to creating effective segment-driven tech strategy. Our insurance practice comprise multi-disciplinary teams, led by senior partners with extensive experience.

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Customer engagement in a digital world - KPMG Global

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We want to make sure you're kept up to date. Please take a moment to review these changes. You will not receive KPMG subscription messages until you agree to the new policy. Ignore and log out. Over the past few years, the Cloud has begun freeing up the application landscape, wrestling control away from the handful of dominant traditional development vendors.

Today's applications originate from a variety of new sources including online catalogs and exchanges. Seemingly the entire world can now be considered part of a company's IT organization. In this environment, platforms are the dominant innovation channel. Some of the best innovation in today's marketplace is happening outside of the company's four walls, limiting the need for the expansive research and development teams of yesterday. These powerful digital platforms feature open Application Program Interfaces APIs , open datasets, service catalogs, integration frameworks, solution guidance, and collaboration tools enabling a business to quickly create their own market based on customer-focused solutions leveraging enterprise grade information and services.

With limitless technology partners, digital platforms allow for intelligent use of Cloud, Big Data, social media, smart "Things", and mobile devices. Leading organizations are implementing, in gradual phases, digital platforms to bridge the steady and predictable world of enterprise systems with the agile, opportunistic landscape of digital transformation.

Digital platforms let business owners, partners, and even consumers rapidly create next-gen solutions based on market or customer change. While next-gen solutions and digital platforms have opened a host of new, low cost, dynamic solutions, they have also introduced a Pandora's Box of next-gen risk. The digital world is one of extreme connectivity and open architecture. This has challenged IT departments in keeping up with security and risk management solutions. The clash lies in the inherent slowness of back-end IT compliance versus the swiftness and agility of digital platforms.

However, hiding behind an impenetrable firewall is a digital innovation killer, so these new risks must be managed. Organizations must prioritize risks germane to their specific operation. With the hottest application today being security, they must manage risk using smart tools to quickly detect intrusions and respond in real time. Secure interfaces to digital platform components are the key to liberating existing IT assets and enabling digital innovation and growth.

The 5 Principles of Competing in a Digital World

While security of assets and data is paramount, the right strategy will support the speed, safety, and growth required in today's digital economy. Progressive digital organizations not only constantly gather data but connect and visualize that data in a context that generates insights that can be acted upon. The key to unlocking real-time data intelligence for dynamic and unified customer engagement is understanding and addressing customer personas and micro segments.

Traditionally companies have a reasonably strong foundation of sales transactional data.


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