Driving Customer Engagement in Insurance – COMARCH
Article Synopsis :
Insurance customers are experimenting with combination of channels such as smart phones, internet, social media etc to transact with their product and service suppliers. Customer service expectations are being set in other sectors, such as retail, and banking. With such high expectation insurers need to proactively engage with the customers in an intelligent and coherent manner across touch points and digital devices.
In the report/presentation “Driving customer engagement in insurance: Bringing the silos together”, Eva Jasiecka of COMARCH discusses the importance of customer experience while transacting with the insurer and maps it with customer engagement practices. The report highlights Key issues of interactive portals and how they can be leveraged by Contact Center, Virtual Branch and Social Media. The report also suggests some innovative ways to engage insurance customers like:
• Release of useful Mobile App
• Building Emotional loyalty
• Cross-sale of 3rd party products
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Digital Insurer's CommentsFor greater customer engagement, insurers need a customer interaction solution that transforms various multi channel customer interactions into a unified two way personalized communication.
The basic question before insurers is – How to engage digital customers whom they don’t really know? The answer lies in devising the technology solutions related to web, mobile and social media that will support new business capabilities and strengthen the customer engagement process.
The opportunity lies in developing analytics enabled distribution channels and integrating artificial intelligence techniques in order to sense what the customer wants. But insurers should not ignore the customer service team that needs to support these mobile customers to ensure high levels of customer satisfaction and that sales opportunities are realised.
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