Information And Communication Technology (Ict) In The Insurance Sector: A South Indian Perspective On Marketing And Service Transformation

In the rapidly evolving insurance industry, Information and Communication Technology (ICT) plays a crucial role in enhancing service delivery, marketing strategies, and customer engagement. This paper explores the impact of ICT tools and platforms on insurance marketing and services from the perspective of both insurance executives and policyholders in South India. The study investigates the adoption of digital technologies such as mobile apps, CRM systems, chatbots, and social media in improving operational efficiency, customer experience, and policy servicing. Primary data was collected through structured questionnaires distributed among 150 insurance executives and 200 policyholders in states including Andhra Pradesh, Telangana, Tamil Nadu, Kerala, and Karnataka. The findings indicate that ICT adoption has significantly improved customer interaction, service delivery speed, and marketing outreach. However, challenges such as digital literacy, data security, and infrastructural constraints remain. The study concludes by suggesting strategic recommendations to enhance ICT integration for inclusive insurance growth in the region.