FAQs: Real-World Solutions & Customer Journeys

How can an insurance broker use AI to improve customer service?

Insurance brokers receive large numbers of enquiries relating to quotations, renewals, policy changes and claims.

An AI Agent can answer common questions, collect customer information and guide visitors through the appropriate journey before transferring more complex enquiries to an advisor.

Typical benefits include:

• Reduced waiting times.
• Improved customer experience.
• Increased advisor productivity.
• Greater digital self-service.

Example customer journey – New insurance quotation

A visitor wants a quotation.

The customer journey might include:

• Visitor starts a conversation.
• AI identifies the type of insurance required.
• Basic qualification questions are asked.
• Information is collected.
• Customer is directed to an online quotation journey or advisor.
• CRM record created automatically.
• Advisor receives conversation history.

This reduces manual administration while improving lead quality.

Example customer journey – Existing customer support

An existing customer needs help with their policy.

The AI Agent can:

• Verify customer identity where appropriate.
• Answer policy questions.
• Explain renewal processes.
• Provide documentation.
• Update customer information.
• Escalate to an advisor if required.

This enables customers to receive assistance immediately while reducing demand on contact centre teams.

Example customer journey – Broker support

Many insurers provide dedicated broker support.

An AI Agent can assist brokers by:

• Answering underwriting questions.
• Providing product guidance.
• Explaining documentation requirements.
• Locating technical information.
• Directing enquiries to specialist teams.

This enables broker support teams to focus on complex underwriting enquiries.

Example customer journey – Claims assistance

During the claims process, AI can:

• Explain the claims journey.
• List required documentation.
• Provide contact details.
• Guide customers through next steps.
• Answer common questions.
• Escalate complex cases to claims handlers.

The AI supports the customer journey while ensuring claim decisions remain with appropriately authorised staff.

Example customer journey – Human escalation

A customer asks a complex question outside the AI Agent's approved knowledge.

The platform can:

• Transfer the conversation to an advisor.
• Preserve the conversation history.
• Pass collected information.
• Maintain the same customer experience.

Customers avoid repeating information while advisors receive valuable context.

Example customer journey – Out-of-hours support

A customer visits the website at 11:30 pm.

Although advisors are unavailable, the AI Agent can:

• Answer common questions.
• Explain products.
• Collect contact information.
• Arrange a callback.
• Capture the enquiry.
• Continue supporting the customer immediately.

This enables organisations to provide digital assistance 24 hours a day.

Example customer journey – CRM integration

During a conversation the AI Agent:

• Finds an existing customer.
• Retrieves relevant account information.
• Updates customer contact details.
• Creates a service request.
• Records the interaction.

The customer experiences one seamless conversation while business systems remain synchronised.

Example customer journey – AI and advisor collaboration

Rather than replacing advisors, AI and human expertise work together.

AI handles:

• Frequently asked questions.
• Information gathering.
• Qualification.
• Navigation.
• Simple requests.

Advisors handle:

• Advice.
• Decision making.
• Sensitive situations.
• Complex cases.
• Relationship management.

This combination enables organisations to increase efficiency while maintaining a high standard of customer service.

Best practice – Building successful customer journeys

Successful conversational journeys should focus on solving customer problems rather than showcasing technology.

Recommended practices include:

• Keep journeys simple and intuitive.
• Collect only the information required.
• Provide clear progress through the conversation.
• Integrate with existing business systems where appropriate.
• Offer human assistance whenever needed.
• Review journeys regularly based on customer feedback and reporting.

Well-designed customer journeys improve customer satisfaction, increase self-service and help organisations realise greater value from their customer engagement platform.

Example customer journey – University admissions

A prospective student visits the university website with questions about available courses.

The AI Agent can:

• Answer questions about courses and entry requirements.
• Explain tuition fees and funding options.
• Direct students to open day information.
• Collect enquiry details.
• Book appointments with admissions staff.
• Transfer complex enquiries to an admissions advisor.

This provides immediate assistance while reducing administrative workload.

Example customer journey – Housing repairs

A tenant needs to report a repair.

The conversation may include:

• AI identifies the repair type.
• Property details are confirmed.
• The tenant uploads photographs if required.
• The repair priority is established.
• The request is submitted to the housing management system.
• A confirmation is provided.
• Complex repairs are escalated to a repairs advisor.

This enables faster reporting while reducing contact centre demand.

Example customer journey – NHS appointment enquiry

A patient wants information about an outpatient appointment.

The AI Agent can:

• Answer administrative questions.
• Explain appointment procedures.
• Provide clinic locations.
• Explain parking or accessibility information.
• Direct patients to the appropriate department.
• Escalate enquiries requiring clinical staff.

The AI supports administrative services while clinical advice remains with qualified healthcare professionals.

Example customer journey – Local authority enquiry

A resident needs information about council services.

The AI Agent can:

• Explain Council Tax services.
• Provide waste collection information.
• Answer planning enquiries.
• Direct residents to online forms.
• Collect service requests.
• Escalate complex cases to council staff.

This improves digital self-service while helping reduce demand on customer service teams.

Example customer journey – Online retail purchase

A customer is browsing an online store.

The AI Agent can:

• Recommend suitable products.
• Compare available options.
• Explain delivery information.
• Answer returns questions.
• Guide the customer through the purchase journey.
• Escalate specialist enquiries to a sales advisor.

Providing assistance during the purchasing process can improve customer confidence and support higher conversion rates.

Example customer journey – Contact centre overflow

During peak demand, advisor queues become busy.

The platform can:

• Offer immediate AI assistance.
• Resolve routine enquiries automatically.
• Queue customers for advisors where necessary.
• Provide waiting updates.
• Transfer unresolved conversations with full context.

This enables organisations to maintain service quality during periods of exceptionally high demand.

Example customer journey – Employee IT support

An employee requires assistance with an IT issue.

The AI Agent can:

• Answer common technical questions.
• Guide users through troubleshooting steps.
• Provide links to internal documentation.
• Reset passwords through integrated systems where authorised.
• Create support tickets.
• Escalate unresolved issues to the IT Service Desk.

This reduces repetitive support requests while improving employee productivity.

Example customer journey – Appointment booking

A customer wishes to arrange an appointment.

The AI Agent can:

• Identify the service required.
• Collect relevant information.
• Present available appointment options where integrated.
• Confirm the booking.
• Send confirmation details.
• Update the organisation's scheduling system.

This simplifies appointment management while reducing manual administration.

Example customer journey – Complaint handling

A customer wishes to make a complaint.

The platform can:

• Collect the details of the complaint.
• Identify the nature and urgency of the issue.
• Capture supporting documents where required.
• Create a case within the organisation's case management system.
• Route the complaint to the appropriate team.
• Keep the customer informed throughout the process.

A structured complaint journey improves consistency and ensures issues are handled efficiently.

Best practice – Designing conversational customer journeys

The most effective conversational journeys are designed around the customer's objective rather than the organisation's internal processes.

Successful journeys should:

• Focus on resolving customer needs quickly.
• Keep conversations simple and intuitive.
• Collect only the information required.
• Integrate with existing business systems where appropriate.
• Offer human assistance whenever needed.
• Be reviewed regularly using customer feedback and operational reporting.

Well-designed journeys improve customer satisfaction, increase self-service and support more efficient service delivery.