Innovate the Insurance Customer Experience and Competitively Address Changing Customer Needs

Generative AI capabilities and AI-infused automations in Salesforce allow insurance companies to empower every employee to make a difference for customers, improve personal and organizational productivity, and use their data assets to create the future of their business.

Generative AI fuels world-class customer service

With Einstein GPT, Salesforce announced the industry’s first generative AI for CRM in 2023. Einstein GPT combines proprietary AI models developed by Salesforce with generative AI technology from Salesforce partners and applies it to the customer data of Salesforce-using businesses. As generative AI, Einstein GPT can support insurance company employees, for example, by rapidly drafting responses to customers’ questions or by optimizing marketing content for specific audiences. Salesforce created the Einstein 1 Platform as a unified AI resource for its clients’ data, AI models, development, and cybersecurity.

In a next step, Salesforce evolved Einstein Copilot as a contextual, conversational AI assistant available on users’ preferred devices. Einstein Copilot removes technical considerations from the workload of your sales, marketing, service, and other employees, and can make it easier for customers to engage with your agency or brokerage. Dramatic time savings, like summarizing a customer’s account history and communications, or drafting and updating documents within seconds instead of twenty minutes or longer, can become the norm for many routine activities. In addition to answering questions or following requests, Copilot can create entire AI-driven workflows to perform business tasks, using pre-programmed capabilities called Copilot Actions.

Einstein Copilot extends your agents’ reach

Insurance sales agents can use Einstein Copilot, for instance, to provide custom quotes to prospects or customers, set account planning milestones for closing business and generating contracts, initiate follow-up steps with the most likelihood of success if customers delay a decision, or propose revised terms or additional coverage at the best time. Copilot can present a sales agent with those prospects who are most likely to sign a contract if sales provides timely, appropriate follow-ups to earlier communications or draft review-ready emails to new prospects based on whatever is known about their interests. It can summarize account events, commitments, communications, and engagement milestones to propose the right steps to develop more business with an account or improve customer experiences. In addition, Copilot can access company data, together with industry-specific information and guidance, to help insurance agents evaluate the potential risk associated with individual prospects and customers.

AI advantages in managing complex accounts

You can apply Einstein Copilot to your work with individual consumers or households, but it can also make a big difference in streamlining business development and sales for commercial accounts with multiple stakeholders. To ease your engagement with these customers, it can track communications and commitments from every decision-maker until a contract is signed or an issue has been fully resolved. Copilot allows sales, service, and administrative employees in your insurance agency to be aware of the latest account events and determine the next steps to move the business forward. To facilitate ongoing account management, Copilot can set up approval-ready payment schedules, renewal actions, regular check-ins from account managers, and agency communications to keep customers appraised of new offerings or other updates that will interest them.

Customer insight and authentic interactions without productivity drains

Even before widespread AI adoption, intelligent automations on the Salesforce platform reduce manual steps in claims processing by as much as 80 percent and cut the time of the entire workflow in half. With generative AI augmenting their automations, insurance firms can take customer experience quality to the next level while they manage their activities more efficiently. For the 57 percent of customers who prefer to engage with their service providers through digital channels whenever possible, Einstein Copilot takes a leap beyond chatbots by offering faster, more personalized responses in a conversational tone.

Many insurance agencies and brokerages extend and refine their chatbots and automations as they explore the possibilities of Copilot and other AI capabilities in Salesforce. Already, service chatbots are evolving with AI capabilities that make them more versatile and resourceful, and Einstein Service Agent can chat with customers in natural language across self-service portals and a variety of messaging channels. As customers become comfortable with conversational, generative AI like Copilot, they will expect more from it and gladly use it whenever it’s available. Insurance businesses will also become more creative in using low-code and no-code Salesforce tools to build and launch their own Copilots.

Simplify and de-risk insurance use cases with AI

Data-intense insurance use cases can greatly benefit from Einstein Copilot and Salesforce AI capabilities. At a fraction of the time humans need, AI-infused analytics can review data patterns, highlight anomalies in claims, and highlight potential fraud or errors. Unless there is a need for agent intervention, AI analytics can hand its findings off to generative AI for proposing the most effective next steps.

When devices connected to the internet of things (IoT) generate data all day long, AI can quickly review, offer analytical findings, and help your insurance business move forward. AI-enhanced IoT devices like sensors in businesses or homes or telematics systems in vehicles can become more effective in supporting accurate, timely risk assessments and allow your team to adjust coverage plans and premiums for individual customers. By making greater use of comprehensive data assets, AI-supported claims processing and payouts can be both faster and fairer than without AI support.

Mesh automation and AI in your technology strategy

During Salesforce implementations for insurance agencies and brokerages, Sikich almost always delivers automations that allow agents more time to focus on customers. Automations make it possible to accelerate onboarding, claims processing, and other processes, boosting the volume of business and improving customer satisfaction without increasing staff.

If you’re already using Salesforce automations to serve customers and run important processes, you can rely on Einstein Copilot and AI to make them more flexible, contextual, and robust. If you’re new to Salesforce, your priorities for growing the business and winning customers can determine how you automate and use AI.

Your Sikich team can help you plan AI and automation in a strategic, coherent manner that suits your business goals. If you have been cautious to delve into AI, we support you in gaining AI fluency and confidence, so you can realize the AI use cases with the most promise for your business.

Become the employer where talent thrives

The industry will be losing as many as 400,000 experienced workers through 2026 while insurance firms are competing for talent. Technology tools like Salesforce with Einstein Copilot and AI-infused automation demonstrate that your agency or brokerage is invested in enabling the best possible employee and customer experiences. As you use digital innovation to empower people and make their jobs and lives easier, you can become a preferred employer, just like you can be the first-choice insurance provider for your customers. You can gain and retain both loyal, satisfied customers and productive employees who can grow professionally in your business.

Take the next step

To find out more or explore Salesforce for your insurance business, you can:

• Contact Sikich.
• Download our ebook Customer experience as a competitive asset for insurance businesses.
• Read other posts in this series:
  • Infographic: Deliver top-quality, highly competitive customer experiences in your insurance business
  • Article: Boost customer retention and satisfaction instead of tolerating customer erosion
  • Article: Imagine what modern CRM could help you achieve for your insurance customers
  • Article: Gain customer intelligence to transform your most important business relationships
• Watch videos on our YouTube playlist about Salesforce and the insurance industry.
• See how we help you generate Salesforce ROI.