Today’s customer is tech-savvy, more informed, more demanding and more discerning. Businesses therefore have to meet increased customer service demands to remain and grow in business.

KPMG on 23 June 2016 released a survey titled ‘Next Generation Customer’. The survey identified customer experience as the new battleground for many insurance companies. It notes that many companies view customer service programmes as a cost rather than a way to build value. Many companies therefore, lack agile, responsive customer relationship mechanisms to match their growth ambitions.

In particular, the survey looks at understanding the customer, managing the customer and leveraging on technology to provide better customer experience in the insurance sector. The survey was undertaken in Kenya and respondents were drawn from insurers, brokers and agents.