“We cannot solve our problems with the same kind of thinking we used when we created them.” -- Albert Einstein Reimagining the customer experience is fast becoming a business imperative for insurance firms as we prepare for a ‘contactless’ world – something that will continue to exist even long after the COVID-19 crisis diffuses. The ongoing pandemic is driving insurers to introspect and plan for future-proofing their business against similar, unexpected systemic disruptions. Current business models and the product offerings behind them present us with a slew of opportunities for recreating the customer experience . Embracing end-to-end digitalization across the insurance value chain, with a purpose-driven approach, is a conclusive step toward creating a contactless insurance customer experience. Dealing with the odds: During a sale, customers have a limited role in the insurance purchase process – a factor that can drive them away. One-sided actions – fr...