The session featured keynote speaker Antonia Oakes, Executive for Customer Experience at Old Mutual Insure, who guided attendees through the complex yet critical process of implementing CX strategies in today’s rapidly evolving digital landscape.
The digital age: driven by the customer
Oakes began by outlining the urgency and relevance of CX in a digital-first world. Quoting directly from her presentation, she noted, “Digital transformation is forcing businesses to change their business models to adapt to the new market reality and how customer expectations shape the need for digital.”
Today’s customer is in control: “The new age customer expects relevant content in relation to what they are doing anytime, anywhere and in the format and on the device of their choice. It’s their journey which dictates your strategy!”
This change has transformed the customer journey from awareness to advocacy, with digital technologies creating “phygital” experiences – combining the best of the physical with the digital.
Key drivers of CX transformation
Oakes highlighted several primary drivers pushing companies to prioritise digital CX strategies:
1. Omnichannel experiences across all digital and physical touchpoints
2. Engagement through interactive, proactive digital platforms
3. Personalisation based on customer needs and preferences
4. Data analytics for informed decision-making
5. Conversational platforms, such as AI chatbots, to streamline service
6. Ease of transacting, especially in claims and onboarding processes
These are not just trends – they are essentials in today’s customer journey design.
Doing digital with a purpose
A compelling message from Oakes was: “Don’t build a digital strategy. Digitise the business strategy.” She stressed that digital cannot be bolted on – it must be woven into the very fabric of how value is delivered.
To remain competitive, organisations must “re-engineer how the business creates value for customers in the digital age” and “use digital to help customers get to the outcomes they desire.” Importantly, she added, “The business is not a set of products and services, but a part of the personal value ecosystems that customers assemble.”
Expectations vs experience: why friction erodes trust
Using a powerful example, Oakes explored the gap between customer expectations and real-world digital experiences. Customers often:
• Expect to get alternative quotes and include all their vehicles and household items.
• But in reality, they’re “forced to download an app, can’t add more than one vehicle, must start cover immediately, and can only cancel on the app.”
These friction points break trust. As she pointed out, “Not a seamless experience… trust eroded – debited R1 from my card.”
Case study: WhatsApp as a powerful CX tool
The presentation shared a compelling case study showcasing how WhatsApp has been used as a primary channel for customer transactions. Key actions now take place via WhatsApp, including:
• Completing transactions
• Sharing documents
• Sending nudges for outstanding actions
• Providing proactive communication of critical information
This approach improves accessibility, especially when integrated with portals and apps, creating a smoother, more intuitive digital customer journey.
Aligning internal and external journeys
Operationalising CX, Oakes said, requires aligning internal processes, culture, and systems to deliver consistently on brand promises. She introduced the “Triple Crown” concept – where
AI enhances CX by improving:
1. Customer satisfaction
2. Operational efficiency
3. Risk accuracy
She added, “The role of Gen AI in enhancing CX is huge as it improves operational effectiveness (Triple Crown). The delivery of this Triple Crown plus benefit is now the hallmark of leading insurers.”
Not just customers, brokers too
Importantly, the presentation extended CX thinking to intermediaries – exploring how to use intentional digital communication across the full broker lifecycle: from prospecting and needs analysis to onboarding, advice, renewals, and retention.
The message? “Being intentional and focused on specific engagement channels will allow us to master and drive improvement.”
A valuable learning experience
This CPD session provided GWII members with an understanding of how to evolve their CX strategies to meet the demands of today’s digitally savvy, always-on customer. It showcased the critical need to align internal culture, technology, and operations to consistently deliver empathetic, data-driven, and seamless experiences.
GWII extends sincere gratitude to Old Mutual Insure for their generous sponsorship and support of this valuable session, and to the Insurance Institute of South Africa (IISA) for enabling CPD accreditation.
