--- title: "Defining the Engagement Era System" url: "https://www.guidewire.com/it/resources/blog/industry-trends/defining-engagement-era-system.md" language: "it" locale: "it" --- # Defining the Engagement Era System 2017-05-08T17:15:30Z In a previous blog post (see The Engagement Era), I provided Guidewire’s perspective that we are at the beginning phase of a new era of P&C systems—the engagement era... ## Defining the Engagement Era System ### Chief Marketing Officer Brian guida gli sforzi nel marketing globale di Guidewire, inclusi la demand generation, il branding e la comunicazione. Brian è entrato a far parte di Guidewire nel 2006 e, durante il suo mandato, l'azienda è stata riconosciuta come leader nel settore, al servizio di clienti in oltre 30 Paesi. In precedenza, era stato Vicepresidente Marketing per la divisione supply chain di PeopleSoft e aveva ricoperto ruoli di leadership nel marketing e per il marketing di prodotti presso Ketera, Ariba e Tradex. Brian siede nel Consiglio d’amministrazione di Betterview, una insurtech che fornisce una piattaforma di analisi predittiva geospaziale per l'assicurazione del ramo danni. ![](https://edge.sitecorecloud.io/guidewiresodb06-guidewire0f2e-productioncd91-5186/media/project/guidewire/guidewire/people/brian-desmond.jpeg?h=380&iar=0&w=505) ![](https://edge.sitecorecloud.io/guidewiresodb06-guidewire0f2e-productioncd91-5186/media/project/guidewire/guidewire/people/leadership-image-brian-desmond.png?h=540&iar=0&w=540) [LinkedIn](https://www.linkedin.com/in/brian-desmond-8b933a/) Brian guida gli sforzi nel marketing globale di Guidewire, inclusi la demand generation, il branding e la comunicazione. Brian è entrato a far parte di Guidewire nel 2006 e, durante il suo mandato, l'azienda è stata riconosciuta come leader nel settore, al servizio di clienti in oltre 30 Paesi. In precedenza, era stato Vicepresidente Marketing per la divisione supply chain di PeopleSoft e aveva ricoperto ruoli di leadership nel marketing e per il marketing di prodotti presso Ketera, Ariba e Tradex. Brian siede nel Consiglio d’amministrazione di Betterview, una insurtech che fornisce una piattaforma di analisi predittiva geospaziale per l'assicurazione del ramo danni. "" [Facebook](http://) Brian Desmond "Dopo 14 anni in Guidewire, apprezzo profondamente il ruolo che l'assicurazione del ramo danni svolge nella nostra società. Ciò mi motiva a fare la mia parte per migliorare continuamente ogni giorno, così da servire meglio i nostri clienti". — Brian Desmond "" [Twitter](http://) ### Industry Trends In a previous blog post (see [The Engagement Era](/blog/industry-trends/engagement-era)), I provided Guidewire’s perspective that we are at the beginning phase of a new era of P&C systems—the engagement era. The guiding principle for engagement era systems is to enable the insurer to meet users on their own terms, to provide the experiences and journeys that *they* want. Rather than equating ”users” solely with customers, as most commentators do, we at Guidewire define “users” to be customers, agents, and insurance knowledge workers. In this post, I’ll explore the attributes of engagement era systems in more detail. Users have many expectations. When viewed under the lens of engagement, a number of these expectations rise to the top: - Personalized products and journeys - Intuitive, mobile experience - Real-time response - Fast settlement of claims We recently interviewed a group of millennials and asked them about their expectations when engaging with their insurers. You can see their feedback by watching this short video. ## Given these requirements, what do engagement era *systems* need to do? What is the bar? - **Unified core, data, and digital:** The system must support core operations, data and [analytics](https://www.guidewire.com/products/analytics/), and digital engagement in a cohesive, orchestrated manner. - **Omnichannel design:** All users must have a consistent and efficient journey across a variety of channels and across the entire insurance lifecycle. - **Consumer-grade UX:** Users must have an interactive and rewarding experience on all devices and platforms. - **Predictive, guided process:** Systems must apply data, machine learning, and context to guide processes and decision-making. - **API-driven design:** Systems must be interoperable with other components and systems. Another way to define an engagement era system is to consider its high-level architecture. We view it like this: ![](https://edge.sitecorecloud.io/guidewiresodb06-guidewire0f2e-productioncd91-5186/media/project/guidewire/guidewire/blog/images/blog-20170508-engagement-era-architecture.png) *Engagement System Architecture* When we at Guidewire think about designing for user engagement, it starts with user journeys. These journeys represent user-specific objectives such as: - Consumers researching and buying insurance or making adjustments to their coverage over time - Commercial customers managing their claims or reducing their risk - Agents or brokers managing leads or processing renewals - Vendors wanting to deliver services and get paid for them These journeys require seamless integration between Digital Experience solutions and Operational Systems of record. *Digital Experience* solutions need to support a variety of channels and engagement modes for each journey. There are three “engagement modes”: self-service, assisted service with the help of a call center or agent/broker, or a service completely delegated to an agent or broker. *Operational Systems* must support the journeys for both transactional and analytical purposes—in fact, all of the permutations of channels, engagement modes, journeys, and integrations with operational systems that make up the total engagement experience that we aspire to support. **To learn more about the engagement era—and why insurers should care—watch this short video featuring Guidewire’s CEO, Marcus Ryu.** ![](https://edge.sitecorecloud.io/guidewiresodb06-guidewire0f2e-productioncd91-5186/media/project/guidewire/guidewire/blog/thumbnails/defining-engagement-era-system.jpeg?h=337&iar=0&w=590) [See More Articles](/it/resources/blog) ## "" [See All](/it/)