Elevate Insurance Cx By Simplifying Your Customer Communications

by | Apr 14, 2022

How to Minimize Complexity When Communicating with Insurance Customers

How-to-Minimize-Complexity-When-Communicating-with-Insurance-Customers

Insurance companies can elevate insurance CX by shifting to a consumer-first approach, which will also maximize loyalty and ROI and minimize attrition.

A recent report from the IBM Institute of Business Value (IBV) showed that 85% of insurers use CX initiatives throughout the customer journey, and 90% have a C-suite position dedicated to the consumer experience, such as a Chief CX or Chief Customer Officer (CCO).

One practical way for CX leaders to enhance the customer experience is to do a comprehensive survey of customer communications to identify opportunities for improvement. For insurance providers, the creation of customer communications is always a balancing act between providing all necessary regulatory information, and creating a communication that is appealing to read, and simple to understand.

Elevate insurance CX by transforming the way your insurance organization communicates with customers. Learn how…Book a Demo

Recently, Doxim’s CRO, Mike Hennessy, sat down with a panel of industry experts to chat about insurance CX transformation. The topic of balancing customer communications between regulatory requirements and marketing messages was discussed at length.

The panel shared the following three recommendations for creating effective and appealing customer communications:

  1. If you don’t understand it, the customer won’t either. Warren Buffett once said, “Never invest in a business you cannot understand.” Similarly, your communications team shouldn’t be sending anything to customers that they do not understand themselves. Evaluate your communication by asking your team if they genuinely understand the message that’s going out the door. If they can’t sum it up in a few sentences it’s time to revisit why, and to ask yourself what can be done to improve readability.If regulatory and legal messaging is too dense, it can cause call center spikes, as consumers request clarification, and CSRs can also struggle to explain the messaging. To avoid this, a concerted effort is required to simplify the messaging and mitigate the jargon.
  2. Never stop testing. The best insurance communicators ensure that a cross-functional team, including ethnographers, linguists, designers, and employees work together with customers to really dig down into messaging and how to make it understandable. By A/B testing a variety of approaches, they arrive at the best possible customer communication.
  3. You provide two types of communications, so address them differently. By maintaining a separate budget for regulatory communication like lapse notices, rate notices, and change of address forms, you acknowledge that your KPI for some communications isn’t ROI, just full compliance with regulations.Marketing and non-regulatory communications can then be addressed separately. For example, if your insurance company shares annual financial statements (which may not get read), rather than sending a booklet you could consider reducing costs by sending them a letter or an email inviting customers to review your financial statements on the website. These cost-saving opportunities, and opportunities to market your services, can come into focus when you differentiate between your communication types and the goals you have for each.

Doxim’s CCM Platform Can Elevate Your Policyholder Experience

customer-communications-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

Investing in a reliable customer communications 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 engaged 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 personalized digital customer experiences, such as interactive statements, bills, policies, or reports, that offer visual engagement and real-time interactivity, and also help customers better understand more complex information
  • 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 personalization of communications.

See how your insurance organization can leverage customer communications to achieve a great CX Book a Demo

 

3. Expansion of digital products

As banking customer behavior shifts, banks must move with the times, or risk getting left behind. Many banks today are exploring the power and potential of open banking, which can allow them to offer more innovative products and services to their customers, as well as to better compete with fintech companies and other non-traditional financial service providers.

As you shift your banking business model to reach new segments or provide an enhanced array of services, communication becomes even more pivotal to your success. After all, if your customers don’t know which new services they qualify for, or how those services will help them meet their goals, then they are unlikely to explore them further. CCM technology can be leveraged here to provide personalized on-statement messaging that directs customers to the right products and services, as well as 1:1 personalized “explainer” videos to help them get started.

Adjusting your bank’s priorities to thrive in 2023

In an era of constant change, the key to successfully transforming your bank’s business model will be to stay attuned to the changing needs and preferences of customers, and to be open to exploring new opportunities and technologies that can help your FI stay competitive and relevant. But these new opportunities are doomed to fail if you do not clearly communicate their benefits and make it simple for customers to access them.

That is why transforming your customer communication strategy is the best first step to broader digital transformation. By updating your approach to communications to meet omnichannel customer needs, you also position your bank to communicate the benefits of changes in your broader organization, like new or enhanced products and services. The pace of change in banking has never been brisker – but with the right strategic approach to these changes, the future is bright.

Investing in a modern customer communication management and engagement platform is an essential part modernizing your banking strategy, as it can provide the personalized digital experiences that will keep your bank or credit union ahead of the competition. 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 rapidly evolving financial marketplace.

How Doxim can address the banking customer communications trends identified and help future-proof your digital banking strategy

banking customer communications trends

Doxim’s experienced consultants and omnichannel platform can help transform your customer experience in many ways, including:

  • Gathering and utilizing customer data to continually improve the personalization of communications.
  • Building trust with customers via communication (via print, PDF, HTML, email, text, and online interactive experiences).
  • Leveraging interactive video to drive personalized digital customer experiences, such as interactive statements, bills, or reports, that offer visual engagement and real-time interactivity
  • Putting customer data, including customer statements, at the fingertips of your service representatives for immediate and personal service.
  • Making a meaningful connection with value-added content, like information about philanthropic activities, on customer statements.

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