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Omnichannel Insurance Solutions – the Next-Generation of Greatness


By: Ruth Fisk, VP of Insurance Marketing at Smart Communications

We are living in an always-on world – everything from ordering dinner, to opening a new bank account or filing an insurance claim can be done from a mobile device, in real time and when it suits the customer rather than the business. This is forcing the insurance industry specifically to rethink how they interact with their customers across a variety of channels and puts pressure on them to invest in omnichannel insurance solutions to effectively orchestrate interactive, two-way conversations as opposed to transactional, one-way communications.

The insurance industry has a long history – centuries, in fact – of adapting to change like this. In this post, we dive into how an omnichannel distribution model is helping leading insurers to deliver upon their guiding principles at the same time that customer needs evolve. We also provide a real-world example of an insurer doing this today.

Omnichannel Insurance Solutions for the Future

Times have changed and so too have insurers – yet their principal purposes remain the same, including:

  • Payments of Losses – ensuring insured individuals are less dependent on public assistance or relatives
  • Anxiety Mitigation – lets people know they are covered if a loss occurs
  • Support for Credit – aids in obtaining loans if insured
  • Accident Prevention – lives and property are saved


While insurers continue to focus on delivering these same important benefits to society, today’s modern insurer depends on new technologies and strategies – including advanced omnichannel insurance solutions – to meet the changing needs and expectations of their policyholders.

It’s no secret that the industry has seen more rapid change in the last 10 to 15 years than in the combined 350 years before, with today’s most meaningful contrast tied to how insurers deliver their products and services.

Today, insurers must effectively manage – or orchestrate – customer interactions to make them part of a continuous conversation rather than isolated, disjointed transactions. An effective omnichannel distribution model enables insurers to add digital channels to their print efforts, automate common customer interactions, effectively promote two-way conversations and more. This ensures that approved, compliant communications are delivered in real time and initiated when the customer demands it.

Wawanesa Insurance and the Power of a SMART Integration with Guidewire

This rapid evolution in the last few years has prompted industry leaders to build an ecosystem that brings together the best of breed solutions with pre-built code, accelerating the delivery of this combined functionality for today’s modern insurer. Leading insurers like Wawanesa Insurance want to focus on delivering value to their customers, not on the intricacies of integrating platforms. They rely on SMART partners to make this as seamless – and effective – as possible for their teams and their policyholders.

To address this, Guidewire, a leading technology platform provider for property and casualty insurance carriers, created their Ready for Guidewire accelerators.  Smart Communications has worked closely with Guidewire to develop more than a dozen of connectors available to InsuranceSuite on the Guidewire Marketplace.

Smart Communications is proud to provide the #1 Customer Conversations Platform that Guidewire customers count on to uniquely deliver personalized, omnichannel conversations – empowering them to succeed in today’s digital-focused, customer driven world.

Wawanesa leverages Smart Communications pure-cloud communications platform to deliver hyper-personalized, omnichannel experiences that reinforce the organization’s commitment to member centricity. Through this work, the organization has streamlined communications, enabled greater consistency and improved the customer experience to:

  • Provide a fast and simple way to share information with policyholders
  • Boost productivity
  • Reduce reliance on IT to perform all CCM related work


By investing in cloud-based solutions like the Smart Communications Conversation CloudTM, Wawanesa has lowered operational costs and improved the user experience, so they’re always ready to deliver leading-edge service.

“The Smart Communications claims release is a game changer by automating a time-consuming process and rationalizing an inventory of more than a thousand documents to ensure that we provide consistent, professional and accurate customer communications. Wawanesa is committed to continuing to invest, listen, and more importantly, focus on being a trusted partner.”   – Wawanesa Insurance

At Smart Communications, we are proud of the innovation we’re seeing across the insurance industry, both with leaders at insurance companies around the world and with our technology partners like Guidewire. Together, we’ll continue to chart a path toward excellence, driven by efficiency inside the organization and a top-notch experience for the policyholders that together, we support.

As we look forward to next month’s Guidewire Connections event in Las Vegas, we are ready to convince you to add more power to your Guidewire investments – and improve your customer communications strategy. More than 100 Guidewire customers across the globe trust Smart Communications to deliver SMARTER conversations across the complete customer lifecycle.  We’re ready to tell you why live! See you at the Smart Communications booth (P2) at #GuidewireConnections!