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Omni-channel approach for customer experience – Infosys

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Article Synopsis :

The key marketing challenge  for carriers today is  delivering a differentiated customer experience to customers who are researching and buying all products – not just insurance – increasingly online.  Successful insurers deliver a unified customer experience consistent across all digital channels – websites, social media, mobile devices, mobile apps, and usage-based insurance (telematics).

 The Digital Insurer reviews Infosys’s Report on Omni-channel approach for superior customer experience

Omni-channel and customer-centricity go hand in hand with delivering superior customer service  

In the research report “Omni-channel approach for superior customer experience”, the Infosys team stakes out a high-level overview  of the emerging demographics of the digital customer and then presents a four-point  framework for  shaping a customer-centric ecosystem using an omni-channel approach:

  • Well-defined customer experience across channels
  • Context-sensitive interaction (location, time, channel, device)
  • Customer-centric design philosophy
  • 720 degree view of the customer (Internal + Social)

Framework defined, the authors recommend the following digital best-practices:

  • Leverage content management to orchestrate world-class customer experience
  • Develop highly personalised offerings to drive conversion
  • Ensure compelling device-agnostic user experience
  • Gain insight into data and make informed decisions to unlock the business value hidden in vast amounts of data

Lastly, the authors provide a three-step approach for getting started, and while the steps themselves – Diagnose, Strategise, Execute – are nothing new, the five criteria defined within each step are highly-relevant to insurers in any phase of their digital journey.

Link to Full Article:: click here

Digital Insurer's Comments

Digital Insurance is less about what people buy than how they buy it.  While it’s true new digitally-enabled products are emerging (e.g. usage-based-insurance) the challenge for insurers, especially those with large blocks of legacy customers, is maintaining a connection with policyholders who demand high-quality digital interaction.  This, of course, is also the opportunity for mainly newer insurers who are digital-native and online savvy.

“Omni-channel” means personalised, targeted and seamless communication across every channel, touch-point and device.  Omni-channel solutions, properly done,  drive sales and customer retention while reducing cost of operation via a higher reliance on automation and self-service, improving both top and bottom lines.

The omni-channel journey is ultimately about optimising the customer experience, the key steps of which, in our view, are:

  1. Creating and managing desirable content and solutions
  2. Delivering this content and these solutions seamlessly across all touchpoints (not just the digital ones)
  3. Utilizing analytics to ensure the  next interaction is always better than the last.

Digital prospects and customers have increasingly high expectations and digital insurers must invest to meet them.

Link to Source:: click here

 

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