Case Study - Target picture for AI-enabled claims operations
We helped an insurance company define a clear vision for the future of their claims contact centre. Through scenario analysis, facilitated workshops, and close collaboration with senior leadership, we delivered an actionable target picture for 2030 — covering service model, operating model, and the strategic choices needed to get there.
- Client
- Insurance
- Year
- Service
- Data & AI Strategy
Overview
Our client's claims contact centre was at a crossroads. Customer expectations were rising, AI capabilities were accelerating, and the organisation needed a shared view of where to take their claims operations over the next five to ten years.
We ran a focused seven-week engagement to build that view. Starting with interviews and analysis — mapping the current state of claims operations, benchmarking against European contact centres, and identifying where AI could create the most impact — we developed three distinct scenarios for the future:
- Human-centric excellence — low automation, high empathy-driven service, with AI as a support tool for employees.
- AI-enhanced hybrid model — copilots, conversation intelligence, and moderate automation delivering consistency and efficiency.
- Automation-first model — high self-service and autonomous AI handling the majority of routine enquiries.
Each scenario was assessed for its impact on service quality, cost structure, employee roles, and organisational risk.
Facilitated workshops with senior leadership
Through two half-day workshops with key stakeholders — including COO-level participation — we worked through the scenarios, surfaced strategic dilemmas, and built alignment around a preferred direction. The workshops turned abstract possibilities into concrete choices: what to invest in now, what to defer, and what principles should guide the transformation regardless of which path is chosen.
The result
The final deliverable was a visual and narrative target picture for 2030 — an integrated view of the future service model, competencies, and organisational design. It included design principles, a high-level roadmap, and a clear decision framework presented to the executive management team. The target picture gave the organisation a shared language and a foundation for the next phase of their transformation.