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Beril Gürkan
Deputy Director of Contact Center
Lal Kartal
Digital Product Lead
Laura Cameron-Crichlow
ONQ Brand & Marketing Consultant
Sarah Brady
Customer Experience Specialist

Article : Why CX is Now Business-critical for Insurers

#contactcenterworld, @eckoh

Author: Claire Lynam, Marketing Manager, Eckoh

What's changed exactly?

The insurance industry faced massive disruption in 2020 as the world battled with the global coronavirus pandemic. Many short-term impacts were noticeable, including the financial struggles of individual insurers, noted in AXA, Allianz and Chubb CEO announcements1. Meanwhile, Gartner studies2 found that around 33% of insurance IT leaders felt under stress at a time of changing consumer needs and a reduction in sales.

Long-term effects have also been suggested, including:

  • Extreme changes in consumer digital agility, including a significantly increased use of digital channels during the pandemic

  • Notable changes in consumer buying behaviour for large purchases, such as cars or homes

  • Higher rates of unemployment and reduced job security

  • Consumer immobility as people were forced to stay at home

  • Increased numbers of small businesses closing or liquidating

  • Growing concerns by consumers around their financial stability

As the knock-on effects continue to impact the insurance industry, innovative brands will need to meet the shifting demands of local markets by rethinking their products, services, channel strategies and in particular the customer experience.

Increased focus on customer experience

The big issues impacting the insurance industry in the rest of 2021 and beyond relate to changes in consumer behaviour and product demand. Both require new digital products or services and a greater use of digital channels.

According to Gartner data, most insurers are now putting the spotlight on digital channels to reach customers more effectively. The demand for customer self-service and new digital services remains high. As a result, insurance CIOs are reporting a significantly increased need for customer engagement channel technology compared to 2020.

Greater hunger for innovation

According to Accenture’s study into consumer trends for digital insurance, there’s an increasing appetite for digital capabilities across all age groups. That's why forward-thinking insurers are improving digital engagement and creating customer experiences that set their brands apart in a crowded marketplace.

Successful insurance firms are built on customer centric operations and optimal customer engagement strategies. In the past, legacy system improvements or claims reduction strategies often took priority, and in many cases, this left thebusiness without the resources or investment to tackle customer-facing projects.

However, with the changes experienced as a result of COVID-19, plus the new operational resiliency regulation looming, innovative digital transformation projects are now imperative for business success. Responsive and dynamic customer engagement is key to driving up sales and satisfaction.

This means working towards three capabilities:

  1. Omnichannel – enabling channel shift through phone, chat, chatbot, web and email
  2. Enhanced customer data (preferential and behavioural) to drive efficiency
  3. Decisioning platforms that enable real-time, automated analysis and action

Digital strategies that harness these successfully will boost customer satisfaction and Net Promoter Scores – across existing and new business.

Tactical investment decisions

In 2021, the insurance industry is taking a big step forward and increasing investment in digital transformation. Gartner’s CIO study this year found that investment was on the rise for many technologies, with cyber/information security, cloud services/solutions and customer/user experience at the top of the list.

Insurers are also planning more for recovery, including building greater IT resilience, with a focus on protecting data assets and building scalability, through capabilities such as cloud computing. They are also looking to overcome challenges experienced during the pandemic and fill these gaps in case of future disruption.

Leading brands want to know how to improve their consumers’ digital experience, while maximising data security. They're also mindful of new resilience-focused regulations that stress the importance of using new technology to withstand stress and disruption.

Where are insurers looking especially?

Today, insurance firms are focused on three areas of technology:

Cyber/information security

The sudden shift to remote working during the pandemic significantly increased the risks for customer service functions, mainly because they suddenly had hundreds of people working in an uncontrolled home environment. This raised data security concerns when handling personal customer data and taking payments over the phone. Regulations such GDPR and PCI DSS were at risk of being broken.

Insurers are seeking robust ways to extend their security and compliance controls to home or remote workers without any loss to customer service or sales. They were particularly interested in short-term fixes at the beginning of COVID to contain the immediate security issue. But now they're turning to more permanent solutions that secure customer payment data, processes and systems without the risk of data compromise, no matter where their staff are working.

Cloud services/solutions

Insurance organisations are realising the benefits of replacing their legacy systems with more agile cloud solutions. This trend began years ago, but during the pandemic it's gathered pace.

Where older tech is often resource intensive, costly to maintain and slow to react, the best cloud solutions in the customer engagement arena offer scalability, high responsiveness, greater speed to adapt, agility, and reduced costs.

Customer/user experience

The mass migration of customer interactions to online and self-service channels has led insurance firms to rethink their digital technology strategies. For example, they want their solutions to provide efficient policy sales, claims assistance and general support to customers on any channel. Rather than treating each contact channel as a silo, there's a desire to make them work together to support customer preferences.

Eckoh has been approached by insurers to understand how they can use omnichannel technology to improve customer service. They want to reduce the number of inbound calls by helping customers to self-serve efficiently in ways such as these:

  • Enhancing and updating the phone channel for self-service interaction: Advanced voice automation supports agent-assisted interaction by fulfilling most tasks before callers reach the agent, who is only called on for more complex enquiries. For example, advances in AI and voice activated interactions can be integrated with visual online support for an engaging audio/visual experience for filling claim forms or updating policy information.

  • Efficient Chat facility: This can support first line enquiries and online fulfilment. Chat can be integrated with AI to provide automated Chatbots, or live agents can handle multiple conversations at once to quickly resolve sales and support queries.

  • Omnichannel experience: Customers can start a conversation in one channel and move seamlessly through other engagement channels, preserving the conversation at each point. For example, an automated Chat conversation could lead to a live agent discussion, with co-browsing through the customer's device, form completion, and finally email/SMS confirmation.

Now's the time to act

The challenges faced by insurance firms over the past year have been a catalyst for business review and positive change – for critical service resilience as well as providing a better customer experience.

Early technology adopters may have been more prepared than others when the pandemic hit, but the window of opportunity is still open for others to catch up and take advantage of innovation.

#contactcenterworld, @eckoh

About Eckoh:
Company LogoEckoh is a global provider of Secure Payment and Customer Engagement solutions via our Eckoh Experience Portal. We’ve an international client base and offices in the UK and US. We're providers in transforming contact centre operations by delivering customer experiences across every channel, boosting agent productivity, reducing operations costs and maximising payment security. We’ve over 20 years’ experience in contact centre technology solutions. Eckoh has been a PCI DSS Level One Service Provider since 2010.
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Today's Tip of the Day - Touch Tone IVR

Read today's tip or listen to it on podcast.

Published: Monday, March 22, 2021

Printer Friendly Version Printer friendly version

2023 Buyers Guide Recording

Premium Listing
Call Center Studio

Call Center Studio
Call Center Studio is the world’s first call center built on Google and is one of the most secure and stable systems with some of the industry’s best reporting. It is one of the most full-featured enterprise grade systems (with the most calling features, one of the best call distribution, outbound dialing features and integrations—including IVR, AI Speech Recognition, blended inbound/outbound calling and includes Google’s new Dialogflow and Speech API. Call Center Studio is the absolute easiest to use (with a 10 minute setup), and is the price performance leader with lower equipment cost and less setup time.


ASC Recording Insights and neo
ASC Recording Insights guarantees legally compliant recording and analysis of all communication channels in Microsoft Teams - including audio calls (internal and external calls), chat conversations and video meetings.

neo Recording, QM & Analytics address all enterprises with recording needs, especially contact centers. The content of communication becomes accessible and critical information and trends are revealed, providing real-time business intelligence for immediate management action.


Microsoft Teams Cloud Recording Service
Geomant offers a fully managed recording service for those organisations who need to address compliance or quality management while working on Teams. The Service utilises Verint’s market leading recording technology and is hosted by Geomant in Microsoft Azure. Our managed service approach is unique in that it allows organisations to benefit from advanced recording features, all while being free from any technical infrastructure or maintenance requirements that come with a traditional on-premises set up.

Lieber & Associates

Recording System Consulting
L&A provides vendor-independent consulting services to select, contract for, test, and implement contact center recording systems. The firm's consultants specialize in contact center I.T. and have several decades of experience each with all major and many smaller makers of phone and call recording systems.

MiaRec, Inc.

MiaRec Call Recording
MiaRec's compliant, secure, and reliable Call Recording software is the foundation of our Customer & Workforce Engagement Platform.. MiaRec Call Recording seamlessly integrates with MiaRec Agent Evaluation & Scoring, Live Monitoring, Voice Analytics, Screen Capture, and Advanced Reporting to provide a comprehensive solution you can trust.


Numonix's IXCloud is one of the first fully managed compliance recording solutions for Microsoft Teams. IXCloud securely records, stores and analyzes interactions in the cloud without physical or virtual servers. As a fully managed Azure-based, Software-as-a-Service cloud interaction recording solution, IXCloud takes interaction capture into the future. It enables instant and elastic scalability to support business growth and provides the necessary tools to enhance business performance while maintaining compliance. IXCloud redefines versatility with its OpenAPI framework that enables application development. Companies and third-party developers benefit from IXCloud native capture technology, whether it be integrating with internal systems or building a third-party application.

Nuxiba Technologies

Enterprise recording management for storage, retrieval, playback, and monitoring communications throughout your contact center.

Record screen activity and calls across agent workstations, measure and monitor quality levels across all campaigns and analyze recordings to capture first-hand customer data and requirements.

Easly access all recordings and critical information to provide improved customer experience, sales, and productivity!


Oreka TR
Oreka TR total recorder includes all of the call recording capabilities you will need, at about half the cost of competing for call recorder solutions, including screen recording, mobile phone recording, live monitoring, on-demand recording, multi-tenancy, multi-site recording, audit trail, call exporting, retention management, auto-tagging (for speech analytics and phrase spotting) and so much more.

PCS Software

Call recording solution fully integrate to all main pbx solutions.

Teckinfo Solutions Pvt. Ltd.

InterDialog UCCS
InterDialog UCCS enables organizations to adhere to all compliances with its inbuilt call recording software and also has an option for screen recording. With centralized repository of all voice logs, its easy to maintain & retrieve all voice files and have a central control in case of multiple branches set up.

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