The customer experience as a source of competitive advantage what insurers can learn from other industries’ leaders

Abstract

With a clear outlook towards today’s fierce price competition and rapidly changing customer expectations, this thesis seeks to summarize how companies who turn to embracing the philosophy of providing a superior customer experience to differentiate themselves can achieve a sustainable competitive advantage over its competitors. To this end, the thesis will provide an overview of key elements in designing and innovating the customer experience in light of current social trends and crossindustry insight from customer service established leaders. To easily undertake this reflection process, the thesis is divided the following way: basic concepts of services, external market outlook, internal considerations for companies, a highlevel approach to rethinking the customer experience, and finally conclusions.