across the world
Agents! It’s Your Turn to Level-Up the Digital Customer Engagement!
and 2019 is the modern age of modernization and digitization! With advancements in technology, industries have been able to streamline their work processes, and insurance is no exception. However, in insurance sector, the use of technology has been limited to the work processes, neglecting customer engagement.
Customers are going digital via the medium of mobile, web, and social media. The insurers are still far behind when it comes to engaging with the customers on the digital front.
Opportunities combined with analytics and AI enable insurers to sense the customer needs and address the same accordingly.
Key Insurance Customer Engagement Findings by JD Power Study
• Most of the insurers are failing digitally when it comes to policies, processing claims, and more.
• Insurers need to adopt the personalization approach in the form of app features as they count for the highest satisfaction metrics. On a 1000 point scale, Allstate becomes the top performer with a score of 808 above the average industry score of 779. On the other hand, GEICO tops the service experience charts with a score of 878 above 850.
Key Customer Engagement Statistics
1. According to Salesforce, 76% of insurers feel that their agents have the potential to meet the expected customer service level
2. Another study conducted by Salesforce on the top 100 worldwide insurers revealed that only 61% of them are in the early digital transformation stages
3. Independent Insurance Agents & Brokers of America (IIABA) conducted a survey on 1,970 insurance agencies in 2018 found 24/7 operations are held by only 18 %, 76% clients do not use mobile apps and 89% don’t offer live chat.
Top 5 Ways to Level-Up the Insurance Digital Customer Engagement
1. Make Communications Personalized
With the increasing use of technology, it is easy to collect customer information relating to their behaviors and likings online. Insurers can use this information to adopt a personalized approach towards customer retention and acquisition, and, insurance customer engagement.
Insurance data helps in revealing about the different stages of the customer journey. However, if the insurers adopt the right strategies, communicating with customers can be easy. A 360-degree customer view offers personalized experiences, enabling you to meet the customer needs.
2. Create a Two-Way Engagement Path
The digital revolution has put insurers on their toes as the customers have a very limited attention span now. One-directional conversations bring nothing back to the table. Hence, it is extremely imperative that insurers create a two-way engagement path for their customers.
It will not only hold attention but also let you know that you actually support your customers all the time. Options like “in the moment” marketing like live video and chatbots are what makes customers engagement seamless.
3. Build a Story for Insurance Customer Engagement
One of the best ways to engage customers on the digital front is by building an engaging story. Most of the customers use their Smartphones and tablets while surfing the internet. If you can build an engaging story with an Augmented Reality experience, you can win the hearts of your customers. In the long-run, you’ll be able to win their trust and loyalty.
Remember, the story must relate to your insurance products in one way or the other.
4. Have a Purpose-Driven Marketing
Top brands have been able to communicate with customers beyond products and services. They adopt the purpose-driven marketing approach, along with insurance bpo assistance. It helps them connect with their targeted audience in a better and prolonged way.
For example, if you own a health insurance business and are making news for helping people during natural calamities and providing them with free insurance health treatments, you will gain a lot through word of mouth publicity.
Efforts for such a cause spread like fire on the digital front which opens up the communication channels, and people who are looking to buy the health insurance prefer you over other brands, and start interacting with you on their own. Your purpose-driven marketing should clearly state your company’s long term vision for a societal or any other specific cause.
5. Persuade Customers to Communicate
There are a lot of marketers in the world who are able to make their customers like their products and services, but only a handful of them are able to persuade them into buying the same. This is where the real marketing talent comes in. Persuasion is only possible when you are able to catch their interest in the first place.
For example, if you provide car insurance, you can achieve this through a number of elements like arranging interactive games and contests online amongst various car community members and reward the winners with your car insurance policies. This is an excellent way to persuade new customers to communicate with you in exchange of information for contests and rewards.
This is when you have to make them realize the benefits of buying an insurance policy from you and convince them to buy the same. It is definitely worth investing in creating such programs, which trigger an instant reaction by the consumers and drive them into communicating with you and in taking a buying action, eventually meeting your ultimate goal of selling your products and services.
Irrespective of the industry type, customers prefer the digital approach over the traditional one of buying and interacting with a brand. The insurance industry is one industry where the customers are always looking to clear their queries related to new insurance policies or their existing ones.
For this, they need digital solutions as they do not want to wait in the physical locations or over the phone calls. They want the insurers to serve them round the clock with the help of technology in the form of chatbots, live video, and more.
Apart from this, the use of technology enables insurers to adopt the best strategies towards customer personalization, engagement with new and existing clients and providing fast customer service and smooth experience.
Cogneesol is a well-known name in the niche of the insurance outsourcing industry. We use insurance applications that are most popular and most commonly used in the industry. If you are looking for reliable outsourcing services at reasonable costs, get in touch with us today. Call us at +1-646-688-2821 or email us at [email protected].
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