Insurance: 7 levers to set up to improve your customer experience

Improve your customer knowledge

Optimization of the customer experience Pass, above all, through a good knowledge of your customers. Indeed, to set up a relevant strategy, you still need to know who you are addressing. Try to identify the profile of your target audience, their needs, its values, as well as its brakes. The goal is to put you in the shoes of your client in order to better meet their expectations.

To achieve this, you can in particular use the personas method. It consists of creating a fictitious but representative character of your typical customer, with an age, age and all kinds of other details.

Diversify your communication channels

In the insurance sectorthe digital interactions between companies and their customers have become more and more frequent, in particular to take out or manage their contracts. However, the communication channels should be diversified, but also to choose the most adequate.

Among them, e-mail remains one of the most popular, but insurers also adopt new digital means of communication, such as instant messaging tools: Messenger, Whatsapp, etc. These channels are particularly appreciated by customers, who can use them to easily contact their insurance company.

Companies have also become aware of the potential of chatbots. In the field of Insurance bankthey are used in particular to answer the most frequent questions, guide visitors to a website or send documents related to a contract.

Finally, these virtual agents allow managers of customer relationship To focus on tasks with high added value: for example, attending a customer in the event of a problem or providing personalized advice. It should not be forgotten that employees are on the front line to improve the quality of the customer experience.

Harvest real -time customer feedback

As we have seen, the digital transformation made it possible to fluidify communications between insurance players and their customers. Therefore, the insured can more easily contact their company to tell them any remarks, complaints or suggestions. Enough to locate the signs of dissatisfaction early and set up suitable solutions to remedy it.

It is also possible to automatically send personalized satisfaction questionnaires, for example after the signing of a contract, the occurrence of a disaster, etc. In addition to the precious information you can collect, this approach is well perceived by customers, because it shows that you care about the quality of your offer and your services.

Use your customers' feedbacks

Getting feedback has little interest if you don't put them at the service of your customer experience. Indeed, the precious information you have collected can help you identify your strengths, but also tracks of improvement.

Based on this data, you can train your customer service employees continuously by transmitting good practices to follow. Indeed, the Customer satisfaction largely depends on the treatment which will be given at his request or on his problem and the quality of the solutions proposed. Good customer feedback management is therefore essential.

Set up a more agile organization

Technology plays a central role today in The insurance customer experience. Indeed, many players in the sector use a data management platform or a “customer data platform” (CDP) in order to connect their many communication channels with their customer experience.

So much so that the working methods and the organization of the teams often go into the background in the strategy of insurance companies. However, an organization that is too rigid and focused on technology has a negative effect on the human factor, which is however essential to improve the sector's customer experience. It is therefore preferable to break the silos and make room for opening and agility.

Differentiated from your competitors

Propose a New customer experience Who stands out of the lot is also a great way to stand out from your competitors. Indeed, relevant use of digital channels can help you get a real advantage. Moreover, this is how the first online insurers drew out of the game compared to historical players in the insurance sector.

Social networks, chatbots, emails, instant messaging … Do not miss the opportunity to settle on these high potential channels. Also set up a permanent competitive watch: the initiatives of other players in the sector can be a good source of inspiration.

Data analysis tools

Even today, the tools and techniques implemented within insurance and mutuals are often unsuitable for actually optimizing the customer experience. This is why it is essential to modernize them and accelerate their deployment.

Among the essential tools, we find in particular the A/B testing, the mapping of the customer journey or even micro-segmentation. By generalizing these techniques, insurance companies can identify the real customer relations challenges and make more relevant decisions, adapted to the needs and expectations of customers, at each stage of the customer journey.