Nationwide’s ‘Bionic’ Customer Service Push


Nationwide creates bionic team members that provide an individual associate serving a customer a team of bots to perform all of the mundane work in a very rapid way.

Nationwide, the Columbus, Ohio-based insurance and financial services company, wants customers to know that when the chips are down, it will be there with a subtle mixture of empathy and logistical prowess powered by “bionic” technology.

In an insurance market glutted with too-clever advertisements, reptilian mascots, and promises of lower costs, Nationwide is instead betting that its end-user customers (Nationwide calls them “members”) will join and remain loyal to a company that tries to live by the time-honored mantra of exceeding customer expectations.

Across its 11 divisions, which include whole life, fire, auto insurance, and investments, as well as a raft of business services, the company is rallying around the shared vision that “extraordinary care is our North Star,” said Amy Shore, the company’s chief customer officer, during an interview.


About Michael Hickins

Michael Hickins is Senior Director at Oracle.

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