How Aflac Balances AI and Empathy to Drive CX ROI

This week on The Modern Customer Podcast, Keith Farley, SVP of Individual Voluntary Benefits and Head of Customer Care Centers at Aflac, shares how the company blends AI and empathy to transform customer experience in insurance.

Insurance is one of the oldest industries, yet it faces modern pressures of speed, digital expectations, and customer trust. Rather than choosing between technology and humanity, Aflac integrates both—using automation for efficiency and empathy to deepen trust, directly linking CX to growth.

3 Key Takeaways on CX from Aflac

• Empathy at scale: A dedicated support line for first-time cancer diagnoses ensures compassionate guidance during the toughest calls.

• AI with guardrails: Automation speeds routine claims, while humans handle complex or denial cases to protect trust.

• CX as ROI: Simpler processes drive acquisition, while empathy and trust strengthen persistency and long-term value.

Tune in to the full episode to hear how Keith Farley makes customer experience a measurable growth strategy at Aflac.

Blake Morgan is a customer experience futurist, keynote speaker, and author of three books on customer experience. Her new book is called The 8 Laws of Customer-Focused Leadership: The New Rules for Building A Business Around Today’s Customer.

Follow Blake Morgan on LinkedIn

For regular updates on customer experience, sign up for her weekly newsletter here.