For today\u2019s consumers, shopping and interacting with businesses online has mostly become easier and more convenient than ever \u2014 but not when it comes to dealing with insurance companies.\n\nIn stark contrast to experiences with large consumer-goods websites, people often struggle to find the information and forms they need on insurance sites. They are often frustrated by having to repeatedly enter personal information for multiple services offered by the same company. Worse yet, most transactions can\u2019t be fully completed online. Phone calls with long wait times, requests for faxes that not everyone can fulfill, and frustrating automated call systems make things even more maddening. Often, instead of receiving helpful suggestions from a smart recommendation engine, consumers are fed content about products that don\u2019t align with their lifestyle \u2014 or that they already have. \n\nThese problems are often the result of insurance companies\u2019 antiquated IT systems, which are plagued by disparate, disconnected back-end systems and departments, limited or nonexistent self-service options, awkward mobile experiences, and an inability to offer personalization.\n\nBut the picture is changing fast. The vast majority of IT leaders (78%) expect data and analytics to fundamentally change the way organizations do business over the next one to three years, IDG\u2019s State of the CIO 2021 study found. Nearly half of IT leaders who plan to invest in data analytics technology say their goal is improving customer insights and engagement.\n\nInsurance companies that fail to improve their clunky online technology will lose business to those that can adapt better to online customer needs and make transactions a breeze. Organizations that increase their use of digital channels to reach customers or citizens are 3.5 times more likely to be top performers than those that trail behind, according to Gartner.\n\nSo, what kind of features do insurance companies need to offer to retain and attract customers?\n\nThe answers are straightforward. Consumers want to file claims online easily and quickly. They want to manage multiple policies without using multiple logins or separate apps. They want to find answers to simple questions and customize plans without having to call and wait for a representative. In short, they want the same ease and convenience they experience elsewhere in the online world \u2014 and if they don\u2019t get it, they\u2019re likely to defect.\n\nThe good news for insurance companies is that creating a user-friendly and engaging online experience doesn\u2019t have to be difficult. Working with the right partner, companies can easily update their complex IT environments while maintaining the stringent security standards their industry requires. It doesn\u2019t take long to realize the benefits.\n\nFor example, after adopting HCL\u2019s Digital Experience Platform, one of the largest health insurance companies in the United States gained new insights about customers through analytics, using the information to simplify outdated processes and respond better to individual needs. As a result, the company experienced a 20% increase in users and a 9% increase in site visits. Perhaps best of all, customers now spend 19% less time on the site \u2014 because it\u2019s so much faster and easier for them to get things done.\n\nThis case study shows that providing a better customer experience leads to better business results. But insurance companies need to act quickly because the reverse is also true.\n\n For more information on a digital experience you can trust in the moments that matter, click here.