Despite its seemingly easy to understand definition, automation in the insurance industry often means different things to different people. For some, automation covers the entire process, from FNOL to settlement. For others, it means automating sub-processes in the claim lifecycle such as damage estimates or payments. The reasons an insurer will explore automation opportunities are equally as varied – like improving speed to respond, reducing workload for staff or enablement of a digital initiative. And because of this, insurance automation initiatives may fall short in delivering what customers truly want – a seamless, simple, great experience when dealing with their insurer.