According to some embodiments, an insurance business process may have a series of business process actions. Moreover, point of service customer interaction data associated with the insurance business process may be received along with external third-party information associated with a context of the insurance business process. Based on the external third-party data, the point of service customer interaction data may be systematically analyzed to identify a trend. The trend may be analytically mapped to a first business process action in the insurance business process. An indication of a recommended change to the first business process action may then be output based at least in part on the identified trend.