Customer Experience (CX) has begun to impact more and more industries as of recently, and insurance is one of them. As an industry that identifies itself as the savior of people in their toughest emergencies, insurance has a lot to gain even with a little investment towards improving customer experience. How?
Choosing an insurance company is like choosing a close friend who cares about you. It is based on strong interactions, positive engagements, and trust, which are core elements that define a good customer experience. This is why you need to have a good CX strategy to stand out from the rest.
But, how exactly can insurance companies benefit from CX? Read below to find out.
Your company is insured by a loyal customer base
The trust general public place on insurance companies is considerably low, and one of the main reasons for it is the lack of understanding between the two parties. One of the primary steps to build trust is by improving communication with clients and ensuring they receive perfect information about your insurance policies. Focusing on building strong relationships and providing a good customer experience guarantees you a strong customer base. As customers view your company as a trustworthy and reliable agent, they will choose you for all kinds of insurance purposes. Customer experience can help your company build credibility in the market.
Better understanding of customer requirements
Focusing on providing strong customer experience requires any organization to have a clear understanding of the profile of their customer with a clear view of their expectations, requirements, and behavior. One of the major benefits of such research and knowledge is that you gain insights into customer requirements that are left unaddressed. These implicit expectations may not have been recognized by your company or the insurance industry before, leading to a market gap. Your company can massively gain by catering to such requirements and benefit from higher customer satisfaction.
Identify pain points your customers face
What many companies fail to realize is the existence of pain points when in their perception, everything seems fabulous. From the company’s point of view, this may be true, especially when customers don’t report complaints and negative feedback. But, when you step into the shoes of the customer is when pain points begin to materialize. Delving into the journey of customer experience can help insurance companies understand the troubles and obstacles their clients face and devise solutions to rectify them. Eventually, you would gain visibility as an insurance company that understands the customer very well. As a reliable company, you would also gain a competitive edge over your competitors.
Experience a profitable growth
As you begin to improve customer service by fixing pain points and enhancing the quality of insuring service, customers would experience a smoother and easier buyer journey. A faster insurance claiming process, improved transparency in insurance policies, and faster response to emergency situations of clients are factors that add to an impressive CX. This would not only retain the existing customers but also attract new and potential clients increasing the revenue of the company. Gradually, your insurance company would experience a profitable growth with the expansion of the client base.
Utilize vital customer data
Implementing a customer experience strategy also helps insurance companies to be more efficient and organized. It is an invaluable opportunity to make use of the mammoth amount of data available via different sources and channels. By digitizing all these customer data to analyze customer interactions, you get to assemble all vital customer information contained by each department under one platform. This can be utilized by employees in any department to resolve issues. It helps to eliminate department silos, improve coordination, and helps employees be more informed about their customers.
Insurance companies often tend to neglect customer experience as there are many other complex activities that they have to handle to ensure they are capable of serving customers at the most unexpected times. However, paying attention to customer experience can actually help in improving the overall process of handling claims and the paperwork related to it. There are both explicit and implicit benefits for insurance companies as mentioned above. It is an indispensable factor for the insurance industry that is connected to both physical and wellbeing of customers.
Jaakko is an award-winning CX professional and entrepreneur at Feedbackly, founder and community professional at the biggest entrepreneurial digital community in Finland – Yrittäjä.io. He is a notorious keynote speaker from entrepreneurial stories to day to day human communications and customer experiences.