Logic & Emotion direct CX Improvements

Nilesh Parmar, Chief Operating Officer, Future Generali India Life Insurance shares the importance of logical & emotional aspects in customer experience design:

- Ravi

Ravi Lalwani: What aspects of CX design do you see as logical and what aspects are emotions?

Nilesh Parmar: Any CX design must balance the logical and emotional aspects. Customers are today looking for a personalized, customized experience irrespective of the channel of interaction. In our industry, the emotional aspects sometimes do matter more, given the nature of the product.

During the purchase journey, the customer is likely to use logic for identifying the need and hence the right product. However, whom to purchase from could be a mix of logic (brand, legacy, etc) and emotion (personal connection with the agent/distributor), as most insurance sales are still done through an intermediary. Postpurchase servicing requirements however will tend to be logical both from a company and customer point of view, except in the event of an unfortunate incident. This however poses a challenge since insurance is a low-touch product category and could result in loss of connection between the company and the customer leading to customer retention challenges.