I have noticed a trend at the many conferences I’ve attended around the world: The insurance industry is changing for the better. Technology companies leading the movement include industry newcomers like Lemonade, Metromile and Ladder. Some call these companies disruptors, others call them innovators. So, what makes these companies successful and, at the same time, different from traditional insurance providers?

At Industry Insights, a conference hosted by the Professional Insurance Marketing Association (PIMA), of which I was recently named a chair, the answer was obvious: Customer expectations are changing. Millennials and Gen Zers are setting high standards for how they expect to interact with businesses. We live in the time of Google, Facebook and Uber, where technology companies are becoming increasingly good at servicing our unique needs while providing instant gratification.

For too long, the insurance industry has been slow to respond to changing market trends in user experience (UX), but the tide is turning. Customer-centricity is becoming the new game in town and technology companies are leading the way. Traditional insurance companies can adapt to new customer expectations with some crucial adjustments to their mindsets. Here are the five most important takeaways I learned from my conversations with insurance trendsetters.

Understand Your Customers And Their Journeys

Knowing your customers and mapping their customer journeys — the process every buyer goes through leading up to a purchase — has always been essential to any business strategy. Today’s customer journeys include more channels and touch points. According to Ido Segev, an advisor and partner at McKinsey & Company, even when it comes to something as “conservative” as life insurance, 47% of life insurance customers prefer an omnichannel journey. They expect the same experience through search, social, website, app and in-person interactions with the company.

The most successful insurance companies provide a consistent user experience (UX) across all channels. “A seamless experience depends on an understanding of key customer journeys,” says Segev. “Understand the customer at a level where you can address their needs. It is important to know what people are thinking and what they are feeling.”

Keep in mind that your customer journeys are not static — they will evolve as your competitors, markets and technology change. Make sure to update your customer journey at least once a year to stay relevant.