Human Vs Machine: Customer Engagement Preferences in Insurance

by | Jun 28, 2021

Human Vs Machine: How Insurance Customers Want to Engage with Their Insurer

Digital transformation in the insurance industry accelerated dramatically in 2020. Restrictions on physical interactions required an almost overnight switch to digital channels for consistent customer engagement. But now that restrictions are easing, it’s time to determine actual customer engagement preferences in insurance, and plan accordingly.

It’s evident that customer engagement preferences in insurance are not going to return to pre-pandemic ways.  Insurers recognize that the digitalization of certain processes not only reduces costs and increases efficiencies but will continue to be the preference for certain segments of their customer base.

However, not all insurance customers are likely to want a fully digital relationship with their insurer.  An Accenture report found that, despite customers wanting to engage digitally, there is still a need for human interaction. Customers are mostly happy to get facts and information from a machine in the form of an IVR or chatbot, but when it comes to advice, they are more likely to trust a human.

So, how should insurance organizations approach customer engagement preferences?

The answer is to become a digitally enabled organization that offers customers the choice of how and when they interact. The customer engagement strategy in insurance must be to have a selection of interaction channels and provide customers with the option to use their preferred channel, at the point they wish to engage.

Which raises the question of whether to focus investment on physical or digital engagement channels.  The answer is both. 

How a customer communications management (CCM) platform enables customer engagement in insurance

The goal of having a comprehensive customer communications management strategy is to service customers quickly and efficiently via both digital channels and human teams. A CCM platform supports this by recording every communication with a customer, including their personal documents.

Doxim’s omnichannel CCM platform can generate insurance policies, bills, statements, and any other customer documents, and distribute these communications through multiple channels (via print, PDF, HTML, email, text, and online interactive experiences).

Documents are stored securely online and made available for customers to self-serve via an online portal or mobile app; as well as supporting customer service teams by providing the information they need, at their fingertips.

The omnichannel capabilities of the platform are such that when a customer calls in to speak to a service representative or engages with a chatbot, both human and machine can provide immediate assistance by calling up the communication or document that the customer received.

When it comes to providing a great customer experience in insurance, allowing customers to select the preferred channel on which to engage is vital. Doxim CCM enables this through both digital channels and digitally-enabled humans.

Find out more about how Doxim CCM can enhance customer engagement in insurance. BOOK A DEMO

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Scott Biel
Chief Revenue Officer
Scott has 25 years of experience in Customer Communications Management (CCM), with a primary focus on delivering exceptional results for the financial services industry. In his current position as CRO, Scott oversees all revenue-generating activities and works closely with executive leadership, sales, solutions and partners, to develop and execute a revenue strategy that further positions customers and the business for maximum shared success. He leverages his extensive knowledge of CCM, regulated and financial services to improve customer experience, drive operational effectiveness and achieve cost optimization through digital technologies.

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