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Customer Engagement Strategies For Gen Zs in Insurance

Indian market is a multi-headed Hydra that confounds in more ways than one. Being the world’s largest democracy and the most diverse country has resulted in a level of stratification that most countries would be unable to fathom. The tiered expectations and a shift in customer demographic are pushing insurers to rework the Customer Engagement Strategies For Gen Zs.

Tier 1 customers hold businesses to an extremely high standard, often on par with global companies operating out of mature ecosystems like the UK, USA, et al.

Tier 2 customers on the other hand are more rustic in their ways of seeing but actively seek the kind of novelty and flair that their Tier 1 counterparts crave. This cohort also strikes a fine balance between modernity and tradition when it comes to customer engagement expectations, e.g. would prefer talking to a live agent instead of a bot.

Tier 3 customers continue to operate on a major time lag, i.e. fully digital touchpoints do not work and software can be a catalyst for change only insofar as they remain invisible in the interactions that Tier 2 customers have with businesses.

Use Cases:

Given the democratized access to generative AI technologies, insurers would do well to incorporate them in each and every facet of the customer experience, right from purchase, all the way to fraud detection. That being said, regional differences could be accounted for in the following ways:

Tier 1: Metro cities require a comprehensive customer experience approach that never rests. Highly personalized chatbots that operate on context, slick user interfaces that are built to minimize friction in service, and proactive communication (via reminders, automated calls, etc.) are strategies that insurance providers could start using.

Tier 2: Given the relatively less frenzied environment in Tier 2 cities, it would make more sense to devote a sizable portion of the budget towards a digitally-enabled physical office. Incorporating the usual technologies to extend reach, while also maintaining a team in these geographies would give it that added human touch that Tier 2 residents usually appreciate.

Tier 3:

For Tier 3 cities, technology ought to recede into the background and do all the legwork that humans did earlier. A more committed implementation of predictive analytics would be needed as Tier 3 residents don’t have as much of a digital footprint as their Tier 1 and Tier 2 counterparts do. 

Phygital v. Digital

Ensuring stickiness and retention amongst Tier 1 GenZ customers will require a domineering digital play. Establishing multiple touchpoints across popular and emerging platforms would be a non-negotiable strategy. 

Tier 2 customers on the other hand would do well with a digital play with a slight mix of physical touchpoints which could include a singular office in the arena, primarily for servicing and support activities. Customer engagement would require a localization effort, in terms of language as well as distribution.

Tier 3 GenZ members would require a full-fledged phygital strategy where the role of digital engagement would purely be limited to the realm of convenience, by way of sharing documents, essential information, etc. Establishing reasonably spacious offices, coupled with outdoor advertising would be the only way to be ‘taken seriously’ in such geographies.

Next-gen Engagement Models

Both AdTech and MarTech are evolving at a rapid pace, to the point where the cost of implementing experiential engagement strategies is decreasing with each passing year. Audiences in Tier 1 areas will be more receptive to AR/VR engagement that can allow Insurers to integrate physical locations with a slick, digital experience. 

The current ecosystem could even allow for engagement strategies built on the metaverse. These, however, will need to be restricted to upscale commercial/residential areas for maximum effectiveness.

Tier 2 and Tier 3 geographies, on the other hand, are not yet primed for such innovations. The balance between physical engagement strategies, i.e. having a team on the ground, hosting events, and actively reaching out to younger customers in collegiate environments ought to be in favor of the physical, with digital-only being an enabler.

There can be no one size fits all customer engagement strategies. The only way forward would be to carefully select an engagement mix and deploy it dynamically to get the attention of GenZ customers.

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NPS in Insurance Claims: What Insurance Leaders Are Doing Differently

Claims are the moment of truth. Are you turning them into moments of loyalty?

In insurance, your app interface might win you downloads. Your pricing might drive conversions.
But it’s the claims experience that decides whether a customer stays—or leaves for good.

According to a survey by NPS Prism, promoters are 2.3 times more likely to renew their insurance policies than passives or detractors—highlighting the strong link between customer advocacy and retention.

NPS in insurance industry is a strong predictor of customer retention. Many insurers are now prioritizing NPS to improve their claims experience.

So, what are today’s high-NPS insurers doing differently? Spoiler: it’s not just about faster payouts.

We’ve worked with claims teams that had best-in-class automation—but still had low NPS. Why? Because the process felt like a black box.
Customers didn’t know where their claim stood. They weren’t sure what to do next. And when money was at stake, silence created anxiety and dissatisfaction.

Great customer experience (CX) in claims isn’t just about speed—it’s about giving customers a sense of control through clear communication and clarity.

The Traditional Claims Journey

  • Forms → Uploads → Phone calls → Waiting
  • No real-time updates
  • No guidance after claim initiation
  • Paper documents and email ping-pong

The result? Frustrated customers and overwhelmed call centers.

The CX Gap: It’s Not Just Speed—It’s Transparency

Customers don’t always expect instant decisions. What they want:

  • To know what’s happening with their claim
  • To understand what’s expected of them
  • To feel heard and supported during the process

How NPS Leaders Are Winning Loyalty with CX-Driven Claims and High NPS

Image Source: NPS Prism

1. Real-Time Status Updates

Transparency to the customer via mobile app, email, or WhatsApp—keeping them in the loop with clear milestones. 

2. Proactive Nudges

Auto-reminders, such as “upload your medical bill” or “submit police report,” help close matters much faster and avoid back-and-forth.

3. AI-Powered Document Uploads

Single-click scans with OCR + AI pull data instantly—no typing, no errors.

4. In-the-Moment Feedback Loops

Simple post-resolution surveys collect sentiment and alert on issues in real time.

For e.g., Lemonade uses emotional AI to detect customer sentiment during the claims process, enabling empathetic responses that boost satisfaction and trust.

Smart Nudges from Real-Time Journey Tracking

For a leading insurance firm, we mapped the entire in-app user journey—from buying or renewing a policy to initiating a claim or checking discounts. This helped identify exactly where users dropped off. Based on real-time activity, we triggered personalized notifications and offers—driving better engagement and claim completion rates.

Tech Enablement

  • Claims Orchestration Layer: Incorporates legacy systems, third-party tools, and front-end apps for a unified experience.
  • AI & ML Models: For document validation, fraud detection, and claim routing, sentiment analysis is used. Businesses utilizing emotional AI report a 25% increase in customer satisfaction and a 30% decrease in complaints, resulting in more personalized and empathetic interactions.
  • Self-Service Portals: Customers can check their status, update documents, and track payouts—all without making a phone call.

Business Impact

What do insurers gain from investing in CX?

A faster claim is good. But a fair, clear, and human one wins loyalty.

And companies that consistently track and act on CX metrics are better positioned to retain customers and build long-term loyalty.

At Mantra Labs, we help insurers build end-to-end, tech-enabled claims journeys that delight customers and drive operational efficiency.
From intelligent document processing to AI-led nudges, we design for empathy at scale.

Want a faster and more transparent claims experience?

Let’s design it together.
Talk to our insurance transformation team today.

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