how$to$make$the$digital$customer$ relaonshipseemhuman? · how$to$make$the$digital$customer$...
TRANSCRIPT
How to make the digital customer rela3onship seem human? Mee#ng today’s concepts of sell and service.
www.intellectSEEC.com
• Access and knowledge beyond what they could find out for themselves • Easy to understand facts and informa#on: inefficient communica3on will result in
fact finding and debunking • Ability to self-‐service • Technology: bring an experience that is easy, instantaneous and intui3ve. • Touch points and keystrokes that have informa#on served up concierge-‐style
based on IP address or satellite loca3on or other useful tools • Expect the person on the other end to be as connected as they are when they do
have to call
What are they expec#ng?
• About Lead Management – You should have done your homework on me because I have done it on you and your
company – Know and use my preferred method of communica#on – if you want me to respond – My buying paSerns are non linear and I control them
• About New Business – I have made a commitment to you; it must feel reciprocal – Tell me what to expect up front; I want the worst case scenario not surprises – You have to give me a compelling reason why; I am going to double check you anyway – Get it right the first #me
• About Customer Service – I want to be visible and important – Keep in touch with me digitally not directly – Have the answers at your finger#ps; I am impa#ent with inefficiencies
• About Claim Processing – Tell me why I need to do this and where I go to get it done – Tell me what I need to get you and make sure I can send it from my device
What are consumers thinking and feeling
Customers are used to having access (at the click of a buSon is what we used to say). CUSTOMER CONVENIENCE IS ESSENTIAL FOR DOING BUSINESS
Yet, many things remain the same
• Insurance con#nues to be viewed as complex industry • Agents con#nue to find selling a cumbersome task • Buying insurance is cloaked in ambiguity and contradictory
informa3on. • Carriers, agents and customers s#ll work in silos, with differing
expecta3ons from the same insurance products • Many systems con#nue to be policy centric • Systems are in place that are not intui#ve and cause increased
cogni3ve load • We con#nue to work and to provide to our customers
overwhelming interac3ons
• Your not just compared to other insurance or financial companies – You have to be what good looks like – You have to be “on” – You have to be relevant (predic#ve) – You have to be helpful
• Customers are mul#-‐channel users the balance of power has shiUed. – How easy is it to do business with you?
• The insurance company no longer has a monopoly on product informa#on digital informa3on is just a click away – You have to credibly address misinforma#on
• Customers expect rou#ne processes to be self-‐service – Creates a paradigm shib in the nature of calls, making the average call more
complex and longer • Customers are no longer looking at what the organiza#on says about its brand
– They are looking at what their friends and followers say about a brand
What does it mean for human interac#on in the Insurance Industry?
Change in the insurance industry is a bit like TURNING A SUPERTANKER – I Work on the ‘Supertanker’ CAN WE TURN THIS THING AROUND?
• Omni-‐Channel • Touchpoint/Touchpoint Management • Holis#c • 360 Degree view
• Customer Centric/Client Centric • Disrup#ve Innova#on/Disrup#ve Technologies • Big Data/Datafica#on • Cloud Compu#ng • Upsell/Cross Sell
Understanding the buzz, stops the noise
… How noisy is it?
• Ease of use will enable ease of knowledge transfer and customer support • Remove industry jargon and legaleeze where it can not be avoided it must be
understood and explained • Do not let “because we have always done it that way” be an answer you give or a
reason you take. • Understand the shib toward Values-‐Based Products • Response channels need to be prompt and thoughXul
How the infrastructure effects mee#ng customer expecta#ons
… Purpose or Protocol?
• Sales – Seamless integra#on between carrier, csr and agency systems – simple, seamless – Quick modern plalorm adap#ve to changing market needs – Having a clear understanding of what products are offered and how they are relevant – Provide channel of choice
• Gain and keep customer’s trust – Capture a comprehensive view of customer needs easily and quickly, 360 degree view of
customer – View and discuss coverage and coverage needs with clients, uncover life goals – Capture objec#ves and risks – Accurately profile customer and poten#al products before speaking – Convey the value of each touchpoint
• Ease of doing business – Minimize processing #me – data prefill – Digital capabili#es, provide channel of choice to customers – Leverage modern mobile plalorms and capabili#es to op#mize efficiency
Where expecta#on turns into implementa#on
Trust and engagement need to be established among agent, customer, CSR and Carrier (brand).
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