Personalisation Drives the Future of Customer Experience in Insurance

by | Jan 13, 2022

3 Ways a Customer Communications Management platform can improve customer experience in insurance

The insurance industry has always relied on personal, human-based interactions at most touchpoints of the customer journey. However, digital transformation is rapidly re-shaping the insurance landscape – changing the way these organisations operate and engage customers. It is becoming clear that, to ensure future success in a dynamic digital world, there needs to be a greater focus on enhancing customer experience in insurance. This means delivering excellence in both the digital and human experiences.

Fortunately, there is innovative digital technology available now that allows providers to do so.

An example of such innovation is Customer Communications Management (CCM). A CCM platform enables the creation and delivery of business-critical documents and omnichannel, personalised communications – engaging customers throughout their entire lifecycle with the business.

This enhances customer experience, which helps ensure business success in this increasingly competitive digital era.

Doxim offers a holistic CCM solution that personalises every interaction to ensure a great customer experience. CONNECT WITH A DOXIM CCM EXPERT IN INSURANCE TODAY


3 ways a Customer Communications Management platform can improve customer experience in insurance

1. Personalise customer communications

Consumers receive highly personalised content from other service providers, and so they expect the same from their insurance provider. To build loyalty, treat customers as individuals – acknowledge that each insurance customer has their own unique insurance requirements, based on their specific needs. Broadcasting the same information to all insurance customers is inappropriate and ineffective.

A CCM platform underpinned by accurate customer data can be the foundation of a highly personalised communication program that keeps customers informed, builds trust, and underscores the value of active insurance advice, which results in better customer experience and loyalty.

2. An interactive digital experience

Digital channels enable real-time interactions, and customers want to engage with real-time information on the channel of their choosing, whenever the need arises. Information must reach them in time for them to make smart decisions. This is becoming increasingly important in a world of instant gratification and self-service, where customers want information at their fingertips, with the click of a button.

Insurance organisations can shift less complex interactions to self-service, giving customers more control and enabling them to navigate through their preferred channels at each touchpoint. There must, however, be a smooth transition between each channel and this can be challenging.

A CCM platform can enable seamless, interactive digital experiences that improve customer experience, such as the ability to personalise their experience, make it more dynamic, and choose how they receive documents and reports.

3. A 360-degree view of communication

Consolidating all customer communication onto one CCM platform enables a single view of all messaging an insurance customer receives. Without this view, messages can be misaligned, or sent too frequently or not often enough, presenting the customer with a fractured experience. This fosters mistrust and can result in them switching to an alternative service provider.

When all messaging is distributed from a single CCM platform, the company has more control over the customer experience, and can ensure that messaging is aligned, sent at the appropriate cadence, and works towards building a strong digital relationship.

Why personalising insurance communications is key

We’re seeing a shift from Customer Communication Management (CCM) to Customer Experience Management (CXM), across industries.

It’s therefore vital to enhance customer experience through personalised interactions. This can be achieved by engaging customers with communications that are:

  • Frequent and ongoing – to maintain good engagement
  • Connected across touchpoints of the customer journey – where one communication triggers the next
  • Omnichannel and delivered via the customer’s preferred channel
  • Ad hoc and frequently interactive, supporting 2-way engagement
  • And, most importantly, PERSONALISED

4 Innovative ways to personalise insurance customer communications

The latest release of Doxim CCM incorporates 4 powerful new tools your insurance organisation can leverage to achieve effective, personalised communications that deliver business results:

Self-Serve Correspondence – Give your customer service team the ability to send urgent communications to customers. Doxim CCM Self-Serve Correspondence gives them the control, speed, and agility they need to rapidly author service communications and, in doing so, deliver a better customer experience.

Personalised, Interactive Video – satisfy customers, motivate them to act, drive conversions and wallet share, as well as lower the cost per sale with Doxim CCM Interactive Video. It delivers an interactive and personalised experience utilizing the same statement extract data that drives traditional print, PDF or interactive HTML statements- providing customers with a superior digitally engaged experience the ‘personal touch’ that they have become accustomed to.

Interactive Documents – Provide rich, interactive information and personalised end-to-end engagement – all contained within the capsule of a PDF document and sent securely to the customer via email with Doxim CCM Interactive Documents.

Targeted, Personalised Onserts – drive demand by including onserts, which are advertisements and messages that appear directly on policy statements and communications, in designated blocks. But, because no two customers are the same, marketing business users can segment their customer base, design and upload onserts for each segment and apply logic – so that during document generation the process will automatically select and include the right onsert based on the individual customer’s data.

Future-proof your customer experience strategy by investing in a CCM platform

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 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.

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James Hall
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.

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