These experiences mattered to me, which makes the responses I received from my insurance companies that much more perplexing. In from my insurance fact, providers before, during or after the storm.
Unfortunately, it seems that the P&C insurance industry has some work to do regarding outbound engagement. Changes could be made in accurate cleaned numbers list from frist database how they leverage proactive messaging in multiple channels to improve the policyholder’s experience — and still save money.
Putting on my CX hat,
I found myself asking where the digital messaging was on how to prevent excessive damage by preparing for a specific type of catastrophic event — whether we needed to evacuate or not. Not to mention that this was an easy opportunity content marketing trends for 2018 to send a text with directions on how to file a claim without waiting on the phone in a long queue for a representative.
I’m happy to use self-service tools to make my life more convenient, whether that’s AI-powered virtual agents, chat and SMS, or outbound engagement. The cost to send a simple prevention-based outbound communication to a policyholder from my insurance is a fraction of the cost of what an inbound phone call costs, which is what you need to use when you don’t have proactive engagement. This also highlights that the insurance industry is lagging in providing the same experiences consumers receive — and have come to expect — from banking, retail or tourism companies.
Having worked for multiple insurers,
the message around selling policies and retaining customers has been consistent: Speak about the value of the policy and brand. Build a relationship and provide solutions. Use active listening and consultative selling to build a rapport and whatsapp number combat objections — and always ask for the sale.
They don’t want to compete on price, but on experience and value. But what happens when a customer needs to use their policy and goes through a suboptimal claims experience? Or better yet, what does a policyholder think when every from my insurance other company they do business with checks in with them and offers guidance and service?
We are all aware of the link between customer satisfaction (CSAT)
customer effort scores, Net Promoter Scores and retention. And one of the biggest events that trigger satisfaction, or the lack thereof, is making a claim. We expect that a claim will lead to a higher premium, but if we have inconvenient experiences — or even zero engagement from an insurance company when we need them and we know our rates are going to increase then — isn’t the discussion only about price?