A STUDY OF IMPACT OF TECHNOLOGY ON ENHANCING CUSTOMER EXPERIENCE WITH REFERENCE TO STAR HEALTH INSURANCE
Shreelesh Nandkishor Bhuyar
(MBA Finance student)
P.R. Pote Patil College of Engineering and Management, Amravati. Email Id: shrileshbhuyar67@gmail.com
Faculty Guide Name: Prof. S. D. Raut
Department of MBA
Email Id: rautsd1810@gmail.com
Introduction:
In today’s competitive business environment, customer experience has become a key factor influencing organizational success. The rapid growth of digital technologies has transfrmed how companies interact with customers and deliver services. The insurance sector, traditionally dependent on manual procedures and complex documentation, is now shifting toward digital platforms to improve efficiency, transparency, and service quality. Technologies such as mobile applications, artificial intelligence (AI), chatbots, and data analytics enable faster communication, reduce operational errors, and enhance customer satisfaction.
Customer experience (CX) plays an important role in the insurance industry as it directly affects customer loyalty, policy renewal, and brand reputation. The integration of advanced technologies like AI, Machine Learning (ML), Big Data, and digital service platforms helps insurers provide personalized services, quick claim settlement, and convenient self-service options. These innovations also improve accessibility of insurance services in rural and semi-urban areas. The Indian health insurance sector has experienced significant growth due to rising medical costs, increased health awareness, and government initiatives such as Ayushman Bharat and PMJAY. However, challenges
Thus, technological transformation such as complex procedures and limited customer awareness still exist. Technological advancements such as mobile apps, telemedicine services, and automated claim processing systems have helped address these issues by making insurance services faster, transparent, and customer-friendly. Plays a crucial role in enhancing customer experience in the health insurance sector by improving service efficiency, accessibility, and customer trust.
