The appropriate response is a mix of digital and in-person channels, providing customers with the option to use either or both when the situation calls for it. Self-service may be great for certain needs, but insurance customers must always feel that human help is there for them-be it in-branch or via their mobile app.įor all their unique preferences, customers seem united in the fact that they want the element of choice. In reality, most digital insurance journeys don’t consist of just self-service, or just remote interactions. It’s for this reason that multi-access is becoming the strategy of smart insurance providers. But whatever the skew of preferences is, delivering a personalized experience is essential to customer satisfaction. Some might be content to carry out routine tasks via an app or chat agent, while others may feel more comfortable talking with a consultant directly. Of course, modern customer profiles will each have their own digital preferences. Either they invest heavily in self-service to minimize operational costs, or they resist digital demands and cling on to traditional means of customer interaction. But for many, optimizing conversion rates while keeping things cost-efficient is a trade-off, causing companies to go in one of two directions. Insurance companies are increasingly under pressure to acquire customers via digital channels.
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