Contemporary Determinants Of Customer Service In The Insurance Sector

Abstract

Over the past decade, the insurance industry has undergone significant transformations driven by the rapid development of digital technologies and the evolving market behavior of consumers. Omnichannel service, CRM systems, and artificial intelligence are setting new standards for customer experience. Based on the conceptual framework of customer service in insurance, the present study provides a comparative analysis of approaches to its examination and an overview of the global and national determinants and conditions shaping its modern profile. The main objective is to systematize key trends, challenges, and opportunities for innovation as pathways to improving interaction between insurers and their clients. The emphasis is placed on the need to combine technological solutions with a personalized approach to meet the growing expectations of contemporary consumers.