Modeling customer experience in insurance: engagement, context and information system trajectory

Transformation affecting the insurance market and particularly French health insurance requires traditional actors to transform their customer experience management. Our paper, which relies on the third French mutual health-insurer tries to settle unified theoretical framework, analysis method and computational framework to address the customer experience complexity in digital environment and avoid strategic misalignment. Outlining the new customer experience information system we examine its dynamic structuration. We approach the fact that this information system must apply the concept of trajectory as primary focus for user engagement. In order to articulate information system and human activity trajectories, we develop the "contextualizing artifact" concept. These findings allow us to elaborate the CST (Context/System/Trajectory) theory and to answer the organization strategic goals. To fulfill its requirements we design the computational framework of the CST theory called NISPARO adapted from ISPAR service system model and using learning decision tree technique.