Figure 1: How to differentiate compliant, reactive and proactive forms of transactional customer interactions from personalised interactions

Compliant

Comply with the rules and process customer instructions as received
E.g. send a policy renewal letter by post
E.g. cancel policy on request

Reactive

Engage customers in response to lapsing
E.g. triage inbound phone calls for cancelation
E.g. SMS and outbound phone call for missed premiums

Proactive

Segment based analytics for a specific purpose
E.g. promote transitioning customers to monthly credit card payments
E.g. encourage customers to buy additional cover

Personalised

Engagement and nudges based on individual customer triggers, preferences and behaviours
E.g. outbound phone calls at a time when each individual customer is questioning the value of their insurance

Source: Swiss Re