Customer Communications Management (CCM) as a Competitive Advantage in Insurance: AI-Driven Personalization, Omni-Channel Engagement, and Customer Retention

Authors: Sravanthi Mareddy

DOI: https://doi.org/10.37082/IJIRMPS.v13.i6.232855

Short DOI: https://doi.org/hbfxv8

Country: India

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Abstract: Customer Communications Management (CCM) has evolved from batch document factories into real-time, omni-channel engagement platforms that measurably influence customer satisfaction, retention, and operational efficiency. In insurance—where coverages and pricing are often commoditized—communication quality is a key lever for differentiation and long-term loyalty. This paper consolidates current industry evidence (2023–2025) and presents: (i) an insurer-ready CCM reference architecture, (ii) AI model patterns for personalization and next-best-action (NBA), (iii) governance for explainability and compliance, (iv) omni-channel orchestration tactics with experimentation guardrails, and (v) implementation options (build vs. buy) with decision criteria and a maturity roadmap. We ground claims with public sources, including a 2025 Wall Street Journal interview describing Allstate’s generative-AI system that drafts roughly 50,000 claim-related messages daily under human review, increasing clarity and perceived empathy. Our aim is a practical, research-grounded blueprint for carrier technology leaders seeking measurable uplift in customer experience while satisfying stringent regulatory and security demands.

Keywords: Customer Communications Management, Insurance, Generative AI, Personalization, Next-Best-Action, Omni-Channel, Net Promoter Score, Claims Communications, Compliance

Paper Id: 232855

Published On: 2025-12-17

Published In: Volume 13, Issue 6, November-December 2025

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