If you’re like most CIOs, your firm has embarked on the latest craze – customer journey mapping. I’ve blogged about this before. It’s a terrific exercise – intended to identify how customers engage with your firm through every type of interaction – personal, machine, or paper. Most are focused on optimizing the interactions between the policyholder and the insurer; some include optimization of the agent experience, and some are starting to look at expanding the experience to look at how to embed the insurance experience in non-insurance aspects of an insured's life. (See FIGO for a great example).

Some firms have hired third-party consultants to help with this exercise; some have even put a new position in place – a Customer Experience Officer – someone who looks across the traditional siloes of underwriting, claims, and finance to craft a holistic experience.