We now have a lens into how customers engage with our sites, emails and apps—enabling us to identify the friction points and improve the experience.

Grant Pattison, Marketing Technologist and Sales Enablement, IAG

Business Challenge story

To strengthen its competitive advantage, IAG wanted to deliver frictionless experiences on the digital channel. How could it gain insight into customer struggles online and on mobile?


IAG created an automated, analytics-driven approach to digital customer experience management, enabling it to mine customer sessions for sticking points along the journey.


Today, IAG provides personalized, high-quality customer experiences on every touchpoint, creating a valuable source of competitive differentiation in its global insurance marketplaces.

  • Watson
    • FSS: Insurance - Front Office - Data & Analytics
    • FSS: Insurance - Front Office - Sales & Customer Service