Technological progress and the way it allows instant access to information and communication technologies have enabled users to access insurance companies more easily. Up to present, the most common way to resolve an incident involved making a phone call, but this type of communication can be quite drawn out, given the urgency to resolve a matter or due to the availability of the customer service centre.
Nonetheless, insurance companies currently have a major opportunity to improve their commitment to customers. How? By integrating technologies that allow greater agility and speed in resolving incidents.
Experts in customer experience believe that it is essential to build good basic trust in users, to customise relationships and provide communication facilities to cultivate better service, according to some specialists consulted by Forbes.
The focus for improving customer experience should be placed on achieving more effective measurement, indicates Cristina Serrano, manager of Lukkap. This company has been dedicated to building better relationships between customers and companies since 2005. The expert proposes systems “that integrate the online and offline experiences of customers” and improving the different KPIs “to focus on few data, but that really speak about what customers are living and their relationship with the business”.
At a time like the present, in which users are conducting their own research into whether to go to one company or another for an insurance policy, insurers have the opportunity to differentiate themselves from the rest if their customer experience is unique.
Here, the use of apps is fundamental, and an example of an improved experience is the recent launch of Moto Conectada (Connected Motorbike), from MAPFRE and Vodafone. This system allows the insured person to locate their motorbike in case of theft with the installation of a small device on the vehicle and the download of an application, and, in addition, it automatically emits an emergency call when faced with a possible accident.
These advances allow users to be more satisfied, and that is also reflected in a drop in the number of claims. “Customers have less and less time, and that which they do have is treasured, hence the importance of creating fast service that is functionally satisfactory”, highlights Serrano.
The robot Amelia, designed by the company IPSoft, burst onto the market because of its automated work and its 24/7 availability. Among its capabilities, what stands out is that it can help users fill out claims immediately after an accident, and can verify the details of a policy.
Here the balance between digital experience and human experience comes into play. The creators of Amelia are aware of this fact and promote this duality – when the robot is very busy, its human “colleagues” are responsible for managing incidents. What will be next in improving customer experience?