What is a multichannel customer relationship?
We mean by multi -channel customer relationship, a relationship where several communication channels are used either to solicit something, or to respond to a request. In the world of insurance, multichannel customer relations, as in all other sides of the economy, is therefore the basis of any digital strategy. Because, it aims to cover the entire market and develop its turnover.
In the case of insurance, digital forced these Brick and Mortar to deploy online in order to reach ultra -connected millennials. This diversification of digital contact points is accompanied by a diversification of services: banks and insurances tend to merge in order to capture an increasingly volatile customers.
Multicanal customer relations communication channels
The multi -channel customer relationship was born from the emergence of NICT who quickly competed with the use of the telephone in exchanges between insurance companies and their customers. The latter favor their online or accessible customer area from a dedicated application on their smartphone, emails, online cats, contact forms, comments …
This enthusiasm for the Internet and its multitude of contact means is explained by the flexibility and accessibility of insurance services. The multichannel customer relationship is in this sense creative value for the customer and performative for the insurer. In addition, while being the first source of information for consumers, the Internet is also much appreciated due to the less engaging nature of digital communication.
From multichannel to omnichannel: an inevitable paradigm shift
While the world of insurance and its multi -care customer relationships were tamed, the speed of evolution of technologies and changes in consumption habits already required a paradigm change. The era of the relationship had lived and left room for what is called “customer experience” today.
Cross-channel: a decisive step for insurance
Logical continuation of the multi-channel customer relationship, the cross-channel is no longer interested in developing new points of contact with the customer, but in integrating the channels available in the customer journey in order to fluidify it. Because, digital tools require redefining experience to make it consistent and homogeneous, especially in the prism of design thinking.
If the complementarity between channels is particularly important for companies developing click-and-click, for example, it can also be decisive for insurance. Their multi -channel customer relationship cannot ignore the Atawac tendency – Any Time, AnyWhere, Any Condition – which multiply the opportunities to sell their guarantees, without any that there is the slightest interruption of service for the customer.
A 360 ° vision of customer expectations and needs
Instantanity and ubiquity, favored by new technologies and the multiplicity of information channels, induce a strong expectation of customers in transparent services and always more creative of value. To achieve this, insurance must therefore focus on their global experience through the complementarity of its different digital channels and agencies. This complementarity is in fact accompanied by a harmonization of the customer experience that serves the constant concern for its optimization.
The merger of the channels to reach out to omnichannel therefore makes it possible to develop a very fine vision of each of its customers. It is then possible to advise them uniformly, but also to consult on a wide range of products. This targeted strategy follows a higher loyalty rate and optimization of insurance products. The omnichannel also makes it possible to harvest the maximum of data, thus contributing to continuously enrich the profiles of its customers for extreme personalization of the services provided to them. Finally, it allows to capitalize on Blockchain technology to simplify its management processes with its insured and third parties, such as brokers.
