Inbound marketing is considerably more difficult than outbound (broadcast) marketing. Without the right technology this can start off badly and spiral out of control.

Smart insurers start from a position of guided processes that are designed from the outset as compliant and ensure that via true omnichannel capability the same process is used irrespective of the channel of choice from the customer.

Indeed as the interaction channel hops, the insurer needs to follow the flow and context to record the cases and sub cases created where people join conversations at different times and exit just as quickly. That way everything is recorded into an audit trail that the regulator can see.

Fast, flexible, accurate and realtime reaction to social media interactions needs agile omnichannel technology based on AI, capable of creating and managing cases in a highly dynamic way.