Customer service is the last important part of transforming the entire customer experience that insurance companies can use to drive growth. The pandemic reduced personal contact between people and people, which made personal contact in customer service even more important than ever. Several studies has shown how much people need and value social connection. But in addition, customer service has a major role to play in maintaining the connection that insurance companies have with their customers.
Salesforce survey shows that 69% of managers in different industries allocate budgets to modernize customer service and 63% expect a budget increase. This is a good thing because our study of what consumers expect indicates that 50% of Reimagined consumers (those who have revised their values and purpose over the past 18 months) say that many companies disappointed them by not providing enough support and understanding for their needs during challenging times.
For insurance companies, this means rethinking customer service models. Transactional, episodic and reactive models do not meet customer expectations. Instead, you need to address explicit and implicit customer needs and add value to customers throughout the journey – from buying and onboarding to care, complaints and renewal. This means having a better understanding of customers’ needs, intentions and preferences and being able to engage proactively when their needs develop.
I recommend insurers:
- Review customer service paths again. Find ways to help customers in more meaningful ways, for example through automatic self-service and conversation experiences.
- Provide personal commitment to the omnichannel. Ensure that conversations flow continuously and seamlessly across channels – human, digital and physical – with quick access and escalation to live agents for high touch needs.
- Transform service organizations. Enables service organizations to work with purpose, speed, scale and agility, through new ways of working, data centering and technical solutions. Take advantage of behavioral mating and AI-driven agent help to deliver better experiences for agents and customers.
One company that has done this well is AXA Assicurazioni. The insurer created a centralized content delivery system and Salesforce workflows, fully integrated with its website. This provides an essential foundation for a digital and intelligent customer experience that can proactively manage customer needs with dynamic FAQs, chatbots and a feedback process for both internal and external users.
Although services like this will never completely replace personal customer service, they can free up customer service agents to help with more complex inquiries. A man + machine approach, and a 360-degree view of the customer, will mean that agents and contact center representatives are better prepared to answer questions and can provide the next best actions and suggestions that are in goal. Remember to make sure you have connected the agent, call center and digital distribution seamlessly.
In my next post, I’ll explain how you can use technology to enable all four of these growth drivers. In the meantime, learn how to do it make every customer feel like the only customer.
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Disclaimer: This content is provided for general information purposes only and is not intended to be used in consultation with our professional advisors.