Customer experience is now a key competitive differentiator for many organisations across various industries operating in the current, dynamic digital landscape. For insurance organisations, it is now more important than ever that they leverage digital services to help guide members easily and seamlessly through the many insurance processes. This approach is guaranteed to deliver a better insurance customer experience.
A survey conducted by Accenture revealed that “more than 50% of the insurance customers have a preference for using digital channels when looking for product information or updating personal information with their insurer.”
Today, innovative digital technology is available that allows insurance providers to streamline their many complex processes, improve customer communications and ultimately enhance insurance customer experience.
Customer Communication Management (CCM) in insurance is an example of such innovation. It enables the creation and delivery of business-critical documents and omnichannel personalised communications, engaging customers throughout the entire lifecycle with the insurance provider.
This enhances customer experience, which in turn, ensures business success in this increasingly competitive digital era.
We can help drive your insurance organisation's customer experience initiatives with innovative digital customer communications
Insurers can drive their customer experience initiatives by transforming their customer communications
Insurers must transform customer communications to genuinely connect, engage, and respond to their customers. Insurers that proactively communicate with customers and establish trust with policy holders will see substantial benefits.
3 Key considerations when looking to align insurance customer communications with CX initiatives:
Trust is paramount
Customer trust is of paramount importance. Once lost, it is not easily regained. One of the best ways to retain customer trust is to ensure that your customer communications are accurate, timely, and consistent across channels.
Insurance customers want to hear from their insurer. They want advice and information that will assist them in managing their personal affairs more efficiently. Whether the communication is marketing or service-based, customers expect it to be highly personalised and relevant to their needs, seamless across channels and consistent in its message.
Once trust is established, the dilemma of needing access to data to personalise products and services falls away, as the customer sees the value of sharing their personal information in every communication they receive.
A customer communications management strategy, enabled by a CCM platform, is the best way to begin building trust with customers.
Consider both physical and digital experiences
It is important to remember that customer experience is built on both physical and digital experiences. Key to ensuring a great customer experience is to consider customer preferences - let customers decide which communication channel they are comfortable using.
Now is not the time to terminate channels, and organisations should be prepared for some customers opting to return to print communications. Familiarity is comforting and this has been in short supply during the pandemic.
The ultimate goal is to create a seamless omnichannel experience across all communication channels including print and digital.
Adopt a customer-centric mindset
To succeed in achieving the desired customer experience, insurance organisations need to shift to a customer-centric mindset. This requires the integration of operational process, technology, as well as company culture – with a strong focus on the customer’s needs.
This focus will ensure that customer experience is at the core of every interaction they have with your insurance organisation. From onboarding, right throughout their lifecycle with your business, customer interactions and the communications they receive should be responsive and adapt to their changing behaviors and needs along that journey.
Investing in a CCM platform will boost insurance customer experience
Investing in a reliable customer communication management (CCM) platform is an essential part of providing the kind of omnichannel experience that insurance customers now expect. It helps provide a great customer experience, and builds rich relationships, which in turn results in customers for life and a competitive advantage in the current marketplace.
Doxim’s experienced consultants and omnichannel CCM platform can support your CCM needs in several ways:
- Build trust with insurance customers via communication (via print, PDF, HTML, email, text, and online interactive experiences).
- Generate and deliver insurance policies, bills, statements, and any other customer documents via print and digital channels through a single provider.
- Leverage interactive video to drive personalised digital customer experiences, such as interactive statements, bills, policies, or reports, that offer visual engagement and real-time interactivity
- Store documents securely online and enable customers to self-serve.
- Encourage customers and brokers to adopt digital communication channels.
- Gather and utilize customer data to continually improve the personalisation of communications.
Let’s chat through your insurance organisation’s unique customer communication requirements
RVP for EMEA & APAC, Doxim
James Hall is RVP for EMEA & APAC at Doxim. James focuses on building partnerships with clients to help them meet their business goals through communication. James has more than 20 years’ experience in a wide range of technology-based roles. His expertise extends across the fields of consultancy, product management, project management, account management and sales. James has an MSc in climate change management.