OmniStudio Expression Set Action is a powerful feature in Salesforce Industries. It lets you make changes and make decisions based on rules in guided processes, like OmniScripts and Integration Procedures. Instead of writing rules in many places, you can define your business rules once in an Expression Set and use them wherever you need them. This improves consistency, reduces errors, and simplifies maintenance.

What Is an Expression Set Action?

An Expression Set Action acts as a bridge between:

What Can Expression Sets Do?

Expression Sets are Designed to Handle:

• Calculating shipping or delivery charges.
• Determining customer eligibility.
• Applying discounts or fees.
• Computing taxes or surcharges

Because Expression Sets work with JSON, they are lightweight, fast, and ideal for complex rule processing.

Creating an Expression Set – Step by Step

Step 1: Navigate to Expression Sets

Building Logic Using Expression Set Builder

After saving, open the Expression Set Builder, which provides a visual canvas for designing logic.

Step 3: Define Variables (Resource Manager)

Variables represent the data your Expression Set uses and produces.

Example Variables:

Step 5: Add Calculations

Using Expression Set Action in an OmniScript

Reflecting on this year’s InsureTech Connect Conference 2025 in Las Vegas, one theme stood out above all others: the insurance industry has crossed a threshold from AI experimentation to AI expectation. With over 9,000 attendees and hundreds of sessions, the world’s largest insurance innovation gathering became a reflection of where the industry stands—and where it’s heading.

What became clear: the carriers pulling ahead aren’t just experimenting with AI—they’re deploying it with intentional discipline. AI is no longer optional, and the leaders are anchoring every investment in measurable business outcomes.

The Shift Is Here: AI in Insurance Moves from Experimentation to Expectation

This transformation isn’t happening in isolation though. Each shift represents a fundamental change in how carriers approach, deploy, and govern AI—and together, they reveal why some insurers are pulling ahead while others struggle to move beyond proof-of-concept.

Here’s what’s driving the separation:

• Agentic AI architectures that move beyond monolithic models to modular, multi-agent systems capable of autonomous reasoning and coordination across claims, underwriting, and customer engagement. Traditional models aren’t just slow—they’re competitive liabilities that can’t deliver the coordinated intelligence modern underwriting demands.
• AI-first strategies that prioritize trust, ethics, and measurable outcomes—especially in underwriting, risk assessment, and customer experience.
• A growing emphasis on data readiness and governance. The brutal reality: carriers are drowning in data while starving for intelligence. Legacy architectures can’t support the velocity AI demands.

Success In Action: Automating Insurance Quotes with Agentic AI

Why Intent Matters: Purpose-Driven AI Delivers Measurable Results

What stood out most this year was the shift from “AI for AI’s sake” to AI with purpose. Working with insurance leaders across every sector, we’ve seen the industry recognize that without clear intent—whether it’s improving claims efficiency, enhancing customer loyalty, or enabling embedded insurance—AI initiatives risk becoming costly distractions.

Conversations with leaders at ITC and other industry events reinforced this urgency. Leaders consistently emphasize that purpose-driven AI must:

• Align with business outcomes. AI enables real-time decisions, sharpens risk modeling, and delivers personalized interactions at scale. The value is undeniable: new-agent success rates increase up to 20%, premium growth boosts by 15%, customer onboarding costs reduce up to 40%.

• Be ethically grounded. Trust is a competitive differentiator—AI governance isn’t compliance theater, it’s market positioning.

• Deliver tangible value to both insurers and policyholders. From underwriting to claims, AI enables real-time decisions, sharpens risk modeling, and delivers personalized interactions at scale. Generative AI accelerates content creation, enables smarter agent support, and transforms customer engagement. Together, these capabilities thrive on modern, cloud-native platforms designed for speed and scalability.

Learn More: Improving CSR Efficiency With a GenAI Assistant

Building the AI-Powered Future: How We’re Accelerating AI in Insurance

So, how do carriers actually build this future? That’s where strategic partnerships and proven frameworks become essential.

At Perficient, we’ve made this our focus. We help clients advance AI capabilities through virtual assistants, generative interfaces, agentic frameworks, and product development, enhancing team velocity by integrating AI team members.

Through our strategic partnerships with industry-leading technology innovators—including AWS, Microsoft, Salesforce, Adobe, and more— we accelerate insurance organizations’ ability to modernize infrastructure, integrate data, and deliver intelligent experiences. Together, we shatter boundaries so you have the AI-native solutions you need to boldly advance business.

But technology alone isn’t enough. We take it even further by ensuring responsible AI governance and ethical alignment with our PACE framework—Policies, Advocacy, Controls, and Enablement—to ensure AI is not only innovative, but also rooted in trust. This approach ensures AI is deployed with purpose, aligned to business goals, and embedded with safeguards that protect consumers and organizations.

Because every day your data architecture isn’t AI-ready is a day you’re subsidizing your competitors’ advantage.

You May Also Enjoy: 3 Ways Insurers Can Lead in the Age of AI

Ready to Lead? Partner with Perficient to Accelerate Your AI Transformation

Are you building your AI capabilities at the speed the market demands?

From insight to impact, our insurance expertise helps leaders modernize, personalize, and scale operations. We power AI-first transformation that enhances underwriting, streamlines claims, and builds lasting customer trust.

• Business Transformation: Activate strategy and innovation ​within the insurance ecosystem.​
• Modernization: Optimize technology to boost agility and ​efficiency across the value chain.​
• Data + Analytics: Power insights and accelerate ​underwriting and claims decision-making.​
• Customer Experience: Ease and personalize experiences ​for policyholders and producers.​

We are trusted by leading technology partners and consistently mentioned by analysts. Discover why we have been trusted by 13 of the 20 largest P&C firms and 11 of the 20 largest annuity carriers. Explore our insurance expertise and contact us to learn more.

Perficient is proud to be named a Major Player in the IDC MarketScape: Worldwide Experience Build Services 2025 Vendor Assessment (Doc #US52973125, October 2025) and IDC MarketScape: Worldwide Experience Design Services 2025 Vendor Assessment (Doc #US52973225, October 2025). These IDC MarketScapes assessed providers, offering a comprehensive framework including product and service offerings, capabilities and strategies, and current/future market success factors.

“We believe being recognized by IDC for Experience Design and Experience Build reinforces the impact we have on behalf of clients creating personalized, seamless interactions that accelerate growth. In today’s experience-driven economy, that’s the competitive advantage that matters,” says Erin Rushman, general manager of digital marketing and experience design operations at Perficient.

What This Inclusion Means for Perficient

Being named a Major Player, we believe, underscores our dedication to transforming customer experiences and empowering businesses through personalized, seamless, and impactful interactions. Perficient combines strategy and research with human-centered design to help organizations craft agile, customer-focused solutions that thrive in dynamic markets. By leveraging data-driven insights, personalization, AI, and more, we deliver end-to-end experiences that deepen engagement and drive measurable business impact.

According to the IDC MarketScape for Experience Design Services, “Perficient has strong capabilities in digital offering design and offers leading-edge experience design services backed by a global innovation network.” The report also notes, “In conversations with Perficient’s reference clients, the three areas where experience design services buyers commended the vendor highly were for the quality of its professionals, for its industry specific capabilities, and differentiation as a vendor.”

The IDC MarketScape for Experience Build Services states, “As an independent digital experience agency, Perficient combines business and technology transformation capabilities, including a robust collection of supporting assets and tools, with a focus on the design and build of customer experiences. Perficient has strong personalization capabilities.”

Additionally, Perficient was named a Major Player in the IDC MarketScape for Customer Experience Strategy Consulting Services 2025 Vendor Assessment (Doc #US52973025, September 2025). We believe this inclusion reflects our commitment to delivering AI-first solutions that transform customer experiences through scalable, high-impact innovations. It establishes Perficient as a trusted partner, driving unmatched success in the experience-driven market of tomorrow.

Read the News Release: Perficient Named a Major Player in Three IDC MarketScapes For AI-First Approach to Customer Experience

What This Inclusion Means for Our Clients

Perficient continues to be a leader in experience strategy and design, helping clients align vision, accelerate innovation, and achieve lasting transformation. We enable businesses to embed AI into processes and deliver personalized customer experiences at scale. By expanding and strengthening alliances with partners, we ensure our solutions remain innovative and leading-edge, empowering clients to stay ahead in a dynamic market.

Exceptional CX is essential for growth and loyalty. Our expertise across platforms and global delivery ensures brands can quickly adapt, innovate, and meet rising customer expectations. Explore our expertise to see how we can be a partner in your experience journey.

For years, insurers have experimented with digital initiatives, but the pace of disruption has accelerated. Legacy models can’t keep up with rising risks, evolving customer expectations, and operational pressures. The question isn’t whether insurers will transform, but rather how fast they can adapt.

Technologies like AI, advanced analytics, and embedded solutions have moved from emerging concepts to essential capabilities for competitive advantage. Earlier this year, we highlighted these opportunities in our Top 5 Digital Trends for Insurance.

As we gear up for the world’s largest event for insurance innovation in October, InsureTech Connect (ITC) Vegas, it’s clear these trends are driving the conversations that matter most. Hear from industry experts Brian Bell and Conall Chabrunn on why this moment is so transformative.

“ITC is a great opportunity to explore the latest innovations shaping the future of insurance and see how insurers are leveraging AI across the value chain—from underwriting to claims and customer engagement.” – Brian Bell, Principal

Here’s a closer look at three AI trends that are leading the way, at ITC and beyond.

1. Make AI Your Growth Engine

Artificial intelligence is a core enabler of insurance innovation. It’s powering efficiency and elevating customer experiences across the value chain. From underwriting to claims, AI enables real-time decisions, sharpens risk modeling, and delivers personalized interactions at scale. Generative AI builds on this foundation by accelerating content creation, enabling smarter agent support, and transforming customer engagement. Together, these capabilities thrive on modern, cloud-native platforms designed for speed and scalability.

Why Leaders Should Act Now:

AI creates value when it’s embedded in workflows. Focus on the high-impact domains that accelerate outcomes: underwriting, claims, and distribution. Research shows early AI adopters are already seeing measurable results:

• New-agent success and sales conversion rates increased up to 20%
• Premium growth boosted by as much as 15%
• New customer onboarding costs reduced up to 40%

“Ironically, AI has been the hottest topic at ITC the last three years. This year, the playing field has truly changed. Perficient’s AI product partners will be on full display, and we are excited to show our customers how we can enhance and optimize them for real world performance.” – Conall Chabrunn, Head of Sales – Insurance

We help clients advance AI capabilities through virtual assistants, generative interfaces, agentic frameworks, and product development, enhancing team velocity by integrating AI team members.

Read More: Empowering the Modern Insurance Agent

2. Personalize Every Moment

Today’s policyholders expect the same level of personalization they receive from other industries like retail and streaming platforms. By leveraging AI and advanced analytics, insurers can move beyond broad segments to anticipate needs, remove friction, and tailor products and pricing in the moments that matter.

Forbes highlights three key pillars of modern personalization critical for insurers aiming to deliver tailored experiences: data, intent signals, and artificial intelligence. At ITC, these principles are front and center as insurers explore how to meet expectations and unlock new revenue streams, without adding complexity.

Why Leaders Should Act Now:

Personalization isn’t just about customer experience—it’s a growth strategy. Research shows over 70% of consumers expect personalized interactions, and more than three-quarters feel frustrated when they don’t get them. Insurers that utilize AI to anticipate needs and simplify choices can earn trust and loyalty faster than those who don’t.

Success In Action: Proving Rapid Value and Creating Better Member Experiences

3. Meet Customers at the Point of Need

Embedded insurance is moving into everyday moments, and research shows it’s on a massive growth trajectory. Global P&C embedded sales are projected to reach as high as $700 billion by 2030, including $70 billion in the U.S. alone. By meeting customers where decisions happen, carriers can create seamless experiences, new revenue streams, and stronger brand visibility—while offering convenience, transparency, and choice.

Insurers that embrace ecosystems will expand their reach and relevance as consumer expectations and engagement continually shift. Agencies will continue to play a critical role in navigating difficult underwriting conditions by tailoring policy coverages and providing transparency, which requires that they have access to modern sales and servicing tools. It’s a prominent theme that’s echoed throughout ITC sessions this year.

Why Leaders Should Act Now:

AI amplifies embedded strategies by enabling real-time pricing, risk assessment, and personalized offers within those touchpoints. What matters most is making the “yes” simple: clear options, plain language, and confidence about what’s covered. Together, embedded ecosystems and AI-driven insights help insurers deliver relevance at scale when and where consumers need it.

“Perficient stands apart in the AI consulting landscape because every decision we make ties back to industry-specific use cases and measurable success criteria. We complement our technology partners by bringing deep industry expertise to ensure solutions deliver real-world impact.” – Conall Chabrunn, Head of Sales – Insurance

You May Also Enjoy: Commerce Experiences and the Rise of Digital-First Insurance

Lead the Insurance Evolution With AI-First Transformation

The insurance industry is entering uncharted territory. Those who act decisively and swiftly to leverage AI, embrace embedded ecosystems, and personalize every moment will lead the curve in the next era of insurance.

As the industry gathers at events like ITC Vegas, these conversations come to life. Expect AI to be the common thread across underwriting, claims, distribution, and customer experience.

“There’s never been a more transformative time in insurance, and ITC is the perfect place to be part of the conversation.” – Brian Bell, Principal

If you’re attending ITC at Mandalay Bay in October, schedule a meeting with our team to explore how we help insurers turn disruption into opportunity.

Carriers and brokers count on us to help modernize, innovate, and win in an increasingly competitive marketplace. Our solutions power personalized omnichannel experiences and optimize performance across the enterprise.

• Business Transformation: Activate strategy and innovation ​within the insurance ecosystem.​
• Modernization: Optimize technology to boost agility and ​efficiency across the value chain.​
• Data + Analytics: Power insights and accelerate ​underwriting and claims decision-making.​
• Customer Experience: Ease and personalize experiences ​for policyholders and producers.​

We are trusted by leading technology partners and consistently mentioned by analysts. Discover why we have been trusted by 13 of the 20 largest P&C firms and 11 of the 20 largest annuity carriers. Explore our insurance expertise and contact us to learn more.

As artificial intelligence continues to reshape the digital landscape, organizations are seeking clarity on how to strategically integrate AI into their digital experience platforms (DXPs). In its latest report, The Impact of AI on Digital Experience Platforms, Forrester explores how DXP vendors are embedding AI agents to streamline experience operations and expand toolsets — from copilots to code generators. Perficient was proud to contribute its DXP and AI expertise to this research, joining the group of vendors and service providers interviewed for the report. 

“Generative AI (GenAI) is reshaping digital experience platforms (DXPs) by automating content and campaign creation, powering intelligent copilots for marketers and developers, and boosting customer engagement through predictive insights and personalization.” —Forrester, The Impact of AI on Digital Experience Platforms

Why AI Belongs in the DXP Conversation

Today’s tech leaders face a growing challenge: delivering consistent, personalized experiences across a fragmented landscape of devices, channels, and customer expectations. DXPs are uniquely positioned to address this complexity. As Forrester notes, DXPs are rich in customer interaction data, support high-value business outcomes, and serve a diverse set of practitioners — all of which make them fertile ground for AI innovation. 

“DXP is a trove of trusted customer interaction data… Unleashing AI on this data enables organizations to understand audience intent and respond to that intent with irresistible offers.” — Forrester, The Impact of AI on Digital Experience Platforms

And Perficient’s experts agree that DXPs are a great place to start when integrating AI into experience delivery. 

“Marketing and IT leaders are under pressure to deliver personalized, omnichannel experiences at scale, and that’s exactly where DXPs shine. By embedding AI into the core of these platforms, clients can unlock the full value of their customer data and streamline operations across content, commerce, and campaigns,” said Mark Polly, Perficient Principal, Customer Experience Platforms.  

Agentic AI Ushers in a New Era of Experience Operations

The report highlights the rise of agentic AI and how these intelligent agents operate within DXPs to automate tasks, answer questions, and optimize workflows. These agents are transforming how marketers, developers, and content creators interact with their platforms, reducing friction and accelerating time to value. 

Perficient’s experience with orchestration tools and AI agents reinforces this trend. While many vendors offer orchestration capabilities, Perficient often helps clients integrate these tools across their broader tech ecosystem. 

” For marketing and IT leaders, true orchestration moves beyond linear workflows; it’s about integrating platforms like AEM and Optimizely to create a dynamic, responsive system. This integration is the key to driving operational efficiency and gaining the unified insights needed for deeper customer engagement. AI agents play a critical role here, transforming those rigid workflows into the real-time orchestration that a modern customer journey demands. Adoption is still in its early stages, which is where we help clients build a strategic advantage,” said Perficient digital strategy principal Grant Davies. 

Emerging GenAI Use Cases in DXPs

From brand-aware content creation to code generation and experimentation, GenAI is also rapidly expanding its footprint in DXP environments. Vendors like Adobe, Sitecore, and Salesforce are launching copilots and agents that empower users to create, test, and optimize experiences with unprecedented speed and precision. 

Perficient is already helping clients explore these capabilities and align them with business goals. 

Polly said, “We’re seeing real momentum around GenAI use cases in DXP from brand-consistent content creation to intelligent experimentation. These capabilities aren’t just flashy features; they’re solving real business problems like reducing time to market and improving conversion rates. The key is aligning AI with measurable outcomes and ensuring strong governance.” 

Perficient Wins 2025 Artificial Intelligence Excellence Award for GenAI Integrity Accelerator   Learn More

Strategic Adoption Requires Strong Foundations 

Successful AI adoption in DXPs requires more than just technology. Organizations must invest in strong data foundations, human oversight, and change management to ensure responsible and effective use of AI. These are areas where Perficient continues to guide clients with strategic consulting and hands-on implementation. 

We believe our inclusion in the research for Forrester’s report, The Impact of AI on Digital Experience Platforms, reflects our deep expertise in helping enterprise clients implement and optimize DXPs. Whether it’s integrating predictive analytics, deploying cognitive copilots, or improving data governance, our teams are leading the way in enabling AI-powered transformation. 

We’re honored to be interviewed for this research and proud to contribute to the evolving conversation around AI in digital experience. If you’re exploring how to bring AI into your DXP strategy, we invite you to connect with us and keep the conversation going. 

Access the report here (available to Forrester subscribers or for purchase).

Contact us  to learn more. 

Meet Acquia Source

Acquia Source powered by Drupal is Acquia’s SaaS solution to streamline building, managing, and deploying websites at scale, representing a fundamental shift in how organizations approach digital experience creation. This innovative platform combines the power of Drupal with a modern component-based architecture, delivering a unique hybrid approach that bridges traditional CMS capabilities with contemporary development practices.

At its core, Acquia Source is a SaaS offering that provides Drupal functionality enhanced with a custom component architecture built on React and Tailwind CSS. Components can be created through React, Tailwind 4, and CSS, allowing developers to write CSS and React directly within the platform without need for complex dev workflows. This approach eliminates the need for custom modules or PHP code, streamlining the development process while maintaining the robust content management capabilities that Drupal is known for.

Unlike traditional Drupal implementations that require extensive backend development, Acquia Source focuses on frontend component creation and content architecture. This makes it accessible to a broader range of developers while still leveraging Drupal’s proven content management foundation. For detailed technical specifications and implementation guides, explore the comprehensive documentation and learn more about the platform on Acquia’s official pages.

Why Acquia Source is a Game-Changer

The React-based component architecture at the heart of Acquia Source offers several compelling advantages that address common pain points in digital experience development. It provides a user-friendly Experience Builder to help you create and edit pages, robust user management features to control permissions and collaboration, and a design system approach that enables teams to define and enforce style and interaction patterns across pages.

One of the most significant benefits is the demoable, out-of-the-box feature set that allows teams to showcase functionality immediately without extensive development work. Since Acquia Source operates as a SaaS solution, updates and platform management are completely offloaded from your team, eliminating the traditional burden of infrastructure maintenance, security patching, and version upgrades that typically consume resources in custom Drupal implementations.

The platform maintains Drupal’s standard content type architecture, ensuring that content creators and administrators can leverage familiar workflows and structures. This consistency reduces training requirements and maintains efficiency while introducing modern frontend capabilities.

Perhaps most importantly for development teams, Acquia Source uses React and CSS technologies that frontend developers already understand. Unlike proprietary low-code solutions that require learning platform-specific languages or architectures, developers can immediately apply their existing React and Tailwind CSS knowledge. This eliminates the typical learning curve associated with new platforms and enables faster team onboarding and development.

Changing the Playbook for Smaller companies

Acquia Source fundamentally changes the accessibility of high-end digital Drupal experiences, particularly for smaller companies and businesses that previously couldn’t justify the cost or complexity of enterprise-level implementations. The platform’s quick spin-up capability means organizations can have a sophisticated digital presence operational in weeks/months rather than months/years.

With updates handled entirely by the SaaS solution, businesses no longer need to budget for ongoing maintenance, security updates, or platform upgrades. This predictable cost model makes enterprise-level functionality accessible to organizations with limited technical resources or budget constraints.

The platform eliminates the need for complex strategy engagements or extensive architecture planning that typically precede major Drupal implementations. For many use cases, the offering can be as simple as skinning out-of-the-box components to match brand requirements, dramatically reducing both time-to-market and project complexity. Gone are the days of extensive discussions about which address module or maps integration are required for a specific implementation.

The content-type-only architecture approach allows smaller development teams to deliver sophisticated results without deep Drupal expertise. This lower barrier of entry enables smaller firms to confidently engage with top-tier Acquia partners such as Perficient, providing access to extensive libraries of industry and technology-specific experts without requiring large internal development teams. This ease of access means that businesses can leverage enterprise-grade expertise and proven methodologies regardless of their size or internal technical capabilities.

Conclusion: Your Next Learning Priority

Acquia Source represents the future of accessible, scalable digital experience development. By combining the proven content management capabilities of Drupal with modern React-based component architecture, it offers a compelling solution for organizations seeking to deliver sophisticated digital experiences without the traditional complexity and resource requirements.

For marketing professionals, Acquia Source offers unprecedented speed-to-market, creative flexibility and ability to leverage existing frontend resources. For architects and developers, it provides a platform that leverages existing skills while eliminating infrastructure concerns and reducing project complexity.

The platform’s unique position in the market, providing advanced Drupal capabilities through a SaaS model with familiar development technologies makes it an invaluable tool for any developer or agency to have in their toolbox.

Start your Acquia Source journey today by exploring the comprehensive documentation and registering for the Partner Master Class: Introducing Acquia Source powered by Drupal to gain hands-on experience with this transformative platform.

Customer experience (CX) continues to be a defining factor in business success. In a digital-first world, even a single poor interaction can drive customers to competitors, contributing to an estimated $1.6 trillion in annual losses in the U.S. alone. On the other hand, exceptional omnichannel experiences build trust, deepen loyalty, and turn customers into lifelong advocates.

Perficient included in IDC Market Glance: Customer Experience Services, 2025

We’re proud to share that Perficient has once again been included in the category of IT Services Providers in the IDC Market Glance: Customer Experience Services, 2Q25 report (doc #US52469525, June 2025).

According to IDC, “Agentic AI and GenAI are working their way into marketing and sales technologies and services, beginning with a pragmatic focus on automating, improving and scaling existing business processes and offerings. New AI-based business models have yet to emerge, but AI is already putting existing CX services under pressure to change.”

Embracing an AI-First Future

As part of our AI-first company mission, Perficient is committed to helping organizations harness the power of artificial intelligence to revolutionize customer experiences. From the use of generative AI in content creation and virtual agents, to intelligent automation and predictive analytics, we’re enabling businesses to unlock new levels of personalization, efficiency, and growth.

Strategy Meets Innovation

Our strategists use Journey Science, a core component of our Envision Framework, to help clients identify opportunities, define a customer-centric vision, and build a prioritized roadmap for transformation. This approach ensures that every touchpoint is optimized to deliver seamless, personalized, and measurable experiences.

Operationalizing CX with Data and AI

The future of CX is rooted in customer obsession—and we help you execute that vision. By combining deep customer insights with AI-powered tools and data-driven strategies, we enable organizations to deliver extraordinary value at every stage of the customer journey.

Ready to elevate your customer experience strategy? Explore how Perficient’s AI-first approach and CX expertise can help you drive measurable results: Customer Experience + Digital Marketing Services | Perficient

Digital transformation in insurance isn’t slowing down. But here’s the good news: agents aren’t being replaced by technology. They’re being empowered by it. Agents are more essential than ever in delivering value. For insurance leaders making strategic digital investments, the opportunity lies in enabling agents to deliver personalized, efficient, and human-centered experiences at scale.

Drawing from recent industry discussions and real-world case studies, we’ve gathered insights to highlight four key themes where digital solutions are transforming agent effectiveness and unlocking measurable business value.

Personalization at Scale: Turning Data into Differentiated Experiences

Customers want to feel seen, and they expect tailored advice with seamless service. When you deliver personalized experiences, you build stronger loyalty, increase engagement, and drive better results.

Key insights:

• Personalization sits at the intersection of human empathy and machine accuracy.
• Leveraging operational data through platforms like Salesforce Marketing Cloud enables 1:1 personalization across millions of customers and prospects.
• One insurer saw a 5x increase in key site action conversions and converted 1.3 million unknown users to known through integrated digital personalization.

Strategic takeaway:

Look for platforms that bring all your customer data together and enable real-time personalization. This isn’t just about marketing. It’s a growth strategy.

Success In Action: Proving Rapid Value and Creating Better Member Experiences

Intelligent Automation: Freeing Agents to Focus on What Matters Most

Agents spend too much time on repetitive, low-value tasks. Automation can streamline these processes, allowing agents to focus on complex, high-value interactions that need a human touch.

Key insights:

• Automating beneficiary change requests reduced manual work and improved data accuracy for one major insurer.
• Another organization automated loan processing, which reduced processing time by 92% and unlocked $2M in annual savings.

Strategic takeaway:

Start with automation in the back-office to build confidence and demonstrate ROI. Then expand to customer-facing processes to enhance speed and service without sacrificing the personal feel.

Explore More: Transform Your Business With Cutting-Edge AI and Automation Solutions

Digitization: Building the Foundation for AI and Insight-Driven Decisions

Insurance is a document-heavy industry. Unlocking the value trapped in unstructured data is critical to enabling AI and smarter decision-making.

Key insights:

• Digitizing legacy documents using tools like Microsoft Syntex and AI Builder enabled one insurer to create a consolidated, accurate claims and policy database.
• This foundational step is essential for applying machine learning and delivering personalized experiences at scale.

Strategic takeaway:

Prioritize digitization as a foundational investment. Without clean, accessible data, personalization and automation efforts will stall.

Related: Data-Driven Companies Move Faster and Smarter

Agentic Frameworks: Guiding Agents with Real-Time Intelligence

The future of insurance distribution lies in human-AI collaboration. Agentic frameworks empower agents with intelligent prompts, decision support, and operational insights.

Key insights:

• AI can help guide agents through complex underwriting and risk assessment scenarios which helps improve both speed and accuracy.
• Carriers are increasingly testing these frameworks in the back office, where the risk is lower and the savings are real.

Strategic takeaway:

Start building toward a connected digital ecosystem where AI supports—not replaces—your teams. That’s how you can deliver empathetic, efficient, and accurate service.

You May Also Enjoy: Top 5 Digital Trends for Insurance in 2025

Final Thought: Technology as an Enabler, Not a Replacement

The most successful carriers seeing the biggest wins are those that blend the precision of machines with human empathy. They’re transforming how agents engage, advise, and deliver value.

“If you don’t have data fabric, platform modernization, and process optimization, you can’t deliver personalization at scale. It’s a crawl, walk, run journey—but the results are real.”

Next Steps for Leaders:

• Assess your data readiness. Is your data accessible, accurate, and actionable?
• Identify automation quick wins. Where can you reduce manual effort without disrupting the customer experience?
• Invest in personalization platforms. Are your agents equipped to deliver tailored advice at scale?
• Explore agentic frameworks. How can AI support—not replace—your frontline teams?

Carriers and brokers count on us to help modernize, innovate, and win in an increasingly competitive marketplace. Our solutions power personalized omnichannel experiences and optimize performance across the enterprise.

• Business Transformation: Activate strategy and innovation ​within the insurance ecosystem.​
• Modernization: Optimize technology to boost agility and ​efficiency across the value chain.​
• Data + Analytics: Power insights and accelerate ​underwriting and claims decision-making.​
• Customer Experience: Ease and personalize experiences ​for policyholders and producers.​

We are trusted by leading technology partners and consistently mentioned by analysts. Discover why we have been trusted by 13 of the 20 largest P&C firms and 11 of the 20 largest annuity carriers. Explore our insurance expertise and contact us to learn more.

Keeping up with today’s fast-paced technological environment, with businesses undergoing a significant transformation in operations, customer interactions, and innovation, can be challenging. Partnering with the right digital transformation service provider is essential for success. A proven track record in guiding businesses through digital complexities is crucial for unlocking their full potential, driving efficiency, and ensuring exceptional customer experiences, leading to long-term success.

The Digital Transformation Services Landscape, Q2 2025 Report

The recent Forrester report defines digital transformation services as – “Service providers that offer multidisciplinary capabilities to support enterprises in articulating, orchestrating, and governing strategy-aligned business transformation journeys, driving change across technology, ways of working, operating models, data, and corporate culture to continuously improve business outcomes.” This report provides an in-depth overview of 35 digital transformation service providers, offering valuable insights into the current market landscape.

Understanding the Providers

Forrester meticulously researched each service provider through a comprehensive set of questions. According to Forrester, “organizations leverage digital transformation services to:

• Articulate and orchestrate strategy-aligned transformation journeys.
• Align tech modernization with people, organization, and culture changes.
• Navigate transformation risks.”

Leaders can compare digital transformation service providers listed in the report based on size, offerings, geography, and business scenario differentiation to make informed decisions.

Core Business Scenarios

The report identifies the core business scenarios that are “most frequently sought after by buyers and addressed by digital transformation services solutions.” These scenarios include enterprise transformation, customer experience (CX) transformation, data and analytics transformation, and infrastructure and operational transformation.

Our Inclusion

We are proud to be listed in the Forrester Digital Transformation Services Landscape report as a digital transformation consultancy with an industry focus in the sectors of financial services, healthcare, and industrial products, and a geographic focus in four regions: North America (NA), Asia Pacific (APAC), and Latin America (LATAM).

As a dynamic global organization, we believe that with our cohesive, integrated strategy, we can deliver from any of our geographic locations and bring together the best team and the best value for the customer.

Access the Forrester report, The Digital Transformation Services Landscape, Q2 2025 to find out more.

Your Digital Transformation Journey

Seeing the world through your customers’ eyes is the best way to meet their needs. Our Digital Business Transformation practice enables leaders to meet the demands of today’s fast-changing, customer-centric world. We help you articulate a vision, formulate strategy, and align your team around the capabilities you need to stay ahead of disruption. Together, we resolve uncertainty, embrace change, and establish a North Star to guide your transformation journeys.

We implement the Envision Strategy Framework, a continuous and adaptive process that feeds real-world insights back into strategic decisions. This framework is informed by customer empathy and grounded in executional know-how. We put customers at the center of our digital strategy formulation process.

Supporting this is Envision Online, a comprehensive digital transformation platform that amplifies strategic decision-making based on the Envision Framework. With proprietary tools and a wealth of industry data, we deliver swift, actionable insights to help understand your organization’s competitive positioning.

Learn more about the report.

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When designing operable digital and physical spaces in pharmacies, the principle of Equitable Use is foundational. It ensures that all customers, regardless of their abilities, can access and interact with services without discrimination. By incorporating this principle into operable content, pharmacies can create environments that are truly inclusive, empowering all individuals to engage independently and effectively.

What is Equitable Use?

Equitable Use refers to designing spaces, services, and tools to be accessible to all users without making some feel disadvantaged or excluded. It emphasizes fairness in access and use, ensuring everyone has equal opportunities to benefit from the pharmacy’s offerings.

How Equitable Use Enhances Operable Content

Universal Access to Interactive Elements:

• • Pharmacies should ensure that all interactive components—such as prescription refill kiosks, appointment scheduling tools, and customer service chatbots—are accessible to customers with disabilities. This includes compatibility with screen readers and keyboard navigation.

Non-Discriminatory Design:

• • Operable features should not exclude any groups. For example, digital platforms must accommodate individuals who cannot use a mouse by offering keyboard shortcuts or voice commands.

Inclusive Service Counters:

• • For in-person interactions, service counters should be designed at accessible heights for individuals using wheelchairs, and include clear signage and assistive listening systems for those with hearing impairments.

Multiple Methods of Engagement:

• • Provide varied ways for users to interact with pharmacy services, such as touchscreens, voice commands, and physical buttons, ensuring inclusivity for different needs and preferences.

Accessible Customer Support:

• • Online chat tools and phone support should be operable for customers with diverse abilities. For instance, live chat interfaces should include text-to-speech and speech-to-text functionalities.

Real-World Applications in Pharmacies

Accessible Prescription Kiosks:

• • Implement kiosks with tactile buttons, voice guidance, and adjustable screens to accommodate customers with mobility, visual, and hearing impairments.

Mobile Accessibility:

• • Design pharmacy apps that are operable on various devices and platforms, ensuring compatibility with assistive technologies such as screen readers.

Clear Physical Navigation:

• • Create pharmacy layouts with wide aisles, ramps, and intuitive signage to support equitable physical access to services and products.

Digital Accessibility Standards:

• • Adhere to WCAG guidelines for equitable access to websites and apps, ensuring operable components like buttons, menus, and forms are designed inclusively.

Benefits of Equitable Use for Operable Content

Empowering Independence:

• • Equitable design empowers customers with disabilities to access services independently, preserving dignity and fostering confidence.

Expanding Customer Base:

• • Inclusive operable features attract a broader customer base, including individuals who may face barriers in traditional pharmacy settings.

Compliance and Reputation:

• • Meeting accessibility standards not only ensures legal compliance but also enhances the pharmacy’s reputation as a socially responsible business.

Improzved Health Outcomes:

• • Customers who can easily operate pharmacy tools and services are more likely to engage fully with healthcare, leading to better adherence and overall wellness.

Equitable Use is the cornerstone of creating operable content that serves all customers fairly and inclusively. By integrating this Universal Design principle, pharmacies can provide digital and physical environments that empower independence and ensure accessibility for everyone. This approach reflects a commitment to equity, inclusivity, and customer well-being.

Let’s strive for a healthcare world where no one feels excluded.

Welcome to our new series on Universal Design for Pharmacies!  In this segment, we’ll explore the importance of Universal Design in Pharmacies for All Disabilities.

In the realm of healthcare, effective communication and transparency are paramount. Pharmacies, as essential healthcare providers, must ensure that their services are accessible to all customers, regardless of their abilities. By incorporating Universal Design principles, pharmacies can enhance transparency and communication, fostering an inclusive environment that meets the diverse needs of all customers.

What is Universal Design?

Universal Design is the practice of creating products, environments, and services that are accessible and usable by all people, regardless of their age, ability, or background. In pharmacies, this means designing spaces and services that accommodate everyone, ensuring clear and effective communication with all customers.

The Importance of Transparency and Communication

Building Trust and Confidence:

Transparency in pharmacy services builds trust and confidence among customers. When customers feel informed and assured about their healthcare choices, they are more likely to engage with the pharmacy and adhere to their medication regimens.

Universal Design principles ensure that communication is clear and accessible, allowing all customers to make informed decisions.

Enhancing Customer Experience:

Effective communication is key to a positive customer experience. Pharmacies that prioritize transparency and clear communication create a welcoming environment where customers feel valued and respected.

By adopting Universal Design, pharmacies can ensure that their communication methods are inclusive and cater to the diverse needs of their customers.

Compliance with Regulations:

Pharmacies must adhere to regulations that mandate clear communication of important information, such as medication instructions and privacy policies. Universal Design principles help pharmacies comply with these regulations by making information accessible to all customers.

Universal Design Principles for Transparency and Communication

Equitable Use: Communication methods should be accessible to all customers, including those with disabilities. This includes providing information in various formats, such as written, audio, and visual, to ensure that everyone can access and understand it.

Flexibility in Use: Communication should cater to a wide range of preferences and needs. Pharmacies can offer multiple methods of communication, such as face-to-face interactions, phone calls, emails, and digital platforms, to accommodate different customers.

Simple and Intuitive Use: Information should be easy to understand, regardless of the customer’s experience or language skills. Clear and simple language, straightforward instructions, and user-friendly interfaces are essential for effective communication.

Perceptible Information: Essential information should be communicated effectively to all users, regardless of their sensory abilities. Providing alternative text for images, using large print, and offering audio recordings of important information can enhance accessibility.

Tolerance for Error: Communication systems should minimize the risk of errors and misunderstandings. Features such as confirmation prompts, feedback mechanisms, and the ability to ask questions can help ensure that customers receive accurate information.

Low Physical Effort: Communication methods should require minimal physical effort to use. This includes ensuring that digital platforms are accessible via keyboard shortcuts and that information is easy to access and navigate.

Size and Space for Approach and Use: Communication interfaces should be accessible on various devices, including desktops, tablets, and smartphones. This ensures that customers can access information regardless of their device or location.

Benefits of Transparent Communication in Pharmacies

Improved Customer Experience: By providing clear and accessible communication, pharmacies create a more welcoming and efficient environment for all customers. This leads to higher satisfaction and loyalty, as customers feel valued and respected.

Increased Accessibility: Universal Design ensures that communication methods are accessible to all customers, including those with disabilities. This promotes inclusivity and equal access to essential healthcare services.

Compliance with Regulations: Adhering to communication and transparency regulations helps pharmacies avoid legal issues and penalties. By incorporating Universal Design principles, pharmacies can ensure that their communication methods comply with legal requirements and are accessible to all customers.

Better Health Outcomes: When customers can easily access and understand important information, they are more likely to adhere to their medication regimens and make informed health decisions. This leads to improved health outcomes and overall well-being.

Universal Design in pharmacies is not only about creating an accessible environment but also about ensuring transparent and effective communication. By adopting Universal Design principles, pharmacies can enhance transparency, build trust, and create a more inclusive environment for all customers. This commitment to inclusivity and clear communication benefits not only customers but also enhances the pharmacy’s overall reputation and success.

Let’s work together to build a world where healthcare services are accessible, inclusive, and transparent for everyone.

Welcome to our new series on Universal Design for Pharmacies!  In this segment, we’ll explore the importance of Universal Design in Pharmacies for All Disabilities.

Ensuring that pharmacies are accessible to everyone is not just a matter of good customer service; it is also a legal requirement. Universal Design principles help pharmacies meet these legal requirements by creating environments that are usable by all people, regardless of their abilities. This blog post explores the importance of compliance with accessibility laws and how Universal Design can help pharmacies achieve this.

What is Universal Design?

Universal Design is the practice of creating products, environments, and services that are accessible and usable by all people, regardless of their age, ability, or background. In pharmacies, this means designing spaces and services that accommodate everyone, ensuring that no one is left behind.

Key Accessibility Laws

Americans with Disabilities Act (ADA):

• The ADA is a federal law that prohibits discrimination against individuals with disabilities in all areas of public life, including pharmacies. It requires pharmacies to provide accessible facilities and services to individuals with disabilities.
• ADA compliance includes ensuring accessible entrances, counters, restrooms, and clear signage. Pharmacies must also provide auxiliary aids and services, such as assistive listening devices or qualified interpreters, to ensure effective communication with individuals with disabilities.

Section 504 of the Rehabilitation Act:

• Section 504 prohibits discrimination based on disability in programs and activities that receive federal financial assistance. Pharmacies that receive federal funding must ensure that their services and facilities are accessible to individuals with disabilities.
• Compliance with Section 504 includes providing accessible physical environments, as well as effective communication and reasonable modifications to policies and procedures to accommodate individuals with disabilities.

State and Local Accessibility Laws:

• In addition to federal laws, pharmacies must comply with state and local accessibility laws and building codes. These laws may have additional requirements for accessibility, such as specific design standards or additional accommodations for individuals with disabilities.
• Pharmacies should be aware of and comply with all applicable state and local accessibility laws to ensure full accessibility for all customers.

Universal Design Principles for Compliance

Equitable Use: Pharmacies should provide the same level of service to all customers, without discrimination. This includes ensuring that all entrances, counters, and restrooms are accessible to individuals with disabilities.

Flexibility in Use: The design should cater to a wide range of preferences and abilities. This could involve offering multiple methods of communication, such as spoken instructions, written materials, and digital interfaces, to accommodate different needs.

Simple and Intuitive Use: Pharmacy services should be straightforward and easy to understand for everyone, regardless of their experience or language skills. Clear signage, user-friendly websites, and simple medication instructions are essential.

Perceptible Information: Essential information should be communicated effectively to all users, regardless of their sensory abilities. This means providing information in various formats, such as braille, large print, and audio, to ensure accessibility.

Tolerance for Error: The design should minimize the risk of errors and adverse consequences. Clear and distinct medication labels can help reduce the likelihood of medication errors, ensuring that customers can safely and accurately use their prescriptions.

Low Physical Effort: The pharmacy environment should be easy to use and navigate, with minimal physical effort required. Accessible counters, seating for those who need it, and wide aisles for wheelchair users are crucial elements.

Size and Space for Approach and Use: Adequate space should be provided for customers to approach, reach, and use pharmacy services comfortably. This includes ensuring that service counters are accessible to individuals of all body sizes, postures, and mobility levels.

Benefits of Compliance with Accessibility Laws

Enhanced Customer Experience: By complying with accessibility laws and adopting Universal Design principles, pharmacies create a more welcoming and efficient environment for all customers. This leads to higher satisfaction and loyalty, as customers feel valued and respected.

Increased Accessibility: Compliance with accessibility laws ensures that all customers, including those with disabilities, can access and use pharmacy services independently and with dignity. This promotes inclusivity and equal access to essential healthcare services.

Avoiding Legal Issues: Adhering to accessibility laws helps pharmacies avoid legal issues and penalties. By ensuring compliance, pharmacies can reduce the risk of lawsuits and negative publicity.

Better Health Outcomes: When customers can easily access and understand pharmacy services and information, they are more likely to adhere to their medication regimens and make informed health decisions. This leads to improved health outcomes and overall well-being.

Universal Design in pharmacies is not only about creating an accessible environment but also about ensuring compliance with accessibility laws. By adopting Universal Design principles and meeting legal requirements, pharmacies can create a welcoming and inclusive environment for all customers. This commitment to inclusivity and compliance benefits not only customers but also enhances the pharmacy’s overall reputation and success.

Let’s work together to build a world where healthcare services are accessible and equitable for everyone.