To accelerate the digital customer experience for an insurance customer, there are several strategies that insurance companies can adopt. Below three things insurers can do to quickly to improve digital customer experience and adoption.

  1. Mobile friendly customer website with capabilities without login – Insurance companies should invest in developing a user-friendly website that is designed with mobile device in mind. Develop a user-friendly mobile first website with table stake customer service features. Table stake features are ability to see policy information, making payment, accessing required contact information, filing a claim – all these a customer should be able to do without login. Adoption of digital customer service through web app or mobile app is still not where insurers want it to be. Customers would like getting what they need quickly and the login/setup process is considered friction point for that experience. Some insures have realized that are making the login/setup process easy and also providing capabilities outside of customers having to login. Below list of capabilities that insurers are providing without login.
  • Making payment
  • Auto payment enrollment
  • Access to ID card
  • Add/Replace vehicle
  • Filing claims
  • Claims status
  • Uploading files (UW/Claims)
  • Finding claims rep
  • Getting roadside assistance
  • Enrolling in paperless

2. Channel deflection to digital channel – Insurance companies are constantly looking for ways to improve the customer experience, and one way they can do this is through channel deflection. Channel deflection refers to the process of directing customers to self-service channels, such as a company’s website or mobile app, rather than traditional channels, such as phone or email. By promoting self-service channels, insurance companies can reduce the volume of calls and emails that customer service representatives need to handle, resulting in faster response times and a more streamlined customer experience.Having a dedicated customer service can be expensive and customers can get bored waiting for their turn on the phone. Building capability to deflect from voice channel to micro-apps or website based on customer consent would be great way to address customer needs and drives better use of the investments made in digital channel through coerced adoption.  Overall, channel deflection can help insurance companies improve the customer experience by providing customers with more convenient and efficient ways to interact with their policies and reducing wait times for support.

3. Chatbots on websites/mobile apps – Use of chatbots or virtual assistants to provide customers with instant support and guidance on the website/mobile app. Chatbots can handle simple queries and help customers find the information they need, freeing up customer service representatives to handle more complex issues. Chatbots can also be used for channel deflection to help accomplish customer needs.

By promoting digital self service channels, insurers can streamline their operations, reduce costs, and ultimately increase customer satisfaction.

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