ITC Connect Las Vegas, day 2

Cathy Lanning, managing director at Salesforce; Cady Pannell, lead solution engineer at Salesforce; and Jared Vestal, vice president, growth and journey marketing at GEICO, at ITC Connect in Las Vegas on Nov. 1, 2023.

Speaking about best practices for AI, data and automation in insurance, especially for customer service, at ITC Connect in Las Vegas on Nov. 1, Jared Vestal, vice president, growth and journey marketing at GEICO, talked about what the carrier is doing to change its approach.

GEICO has reset its portfolio channels to meet customers where they are, Vestal said. The insurer aims to present policyholders with a journey using their data, albeit in a privacy-protected manner.

“Insurance is a high cost business,” Vestal said, “but that means there’s high opportunity for cost savings.”

Since auto insurance customers tend to shop carriers more than for other types of coverage, there are certain “moments that matter” for these customers, according to Vestal. “If you’re doing well capturing and flagging those moments and creating journeys around them, great,” he said. “If you can take and distribute that across the enterprise, that’s even better.”