4 steps insurance carriers can take for excellent customer communications
As the world continues to lean in to digitally transforming business experiences, the customer experience is also transforming in real time: Ever-expanding expectations for convenience, accessibility and service.
Technology is increasing the pace of life, and that won’t stop anytime soon.
For insurance carriers with legacy systems that don’t pull together critical data — and worse, don’t use it to make business better — the industry-wide shift toward embracing smarter tech can feel so ever-changing, it’s too hard to keep up.
Don’t lose faith — it’s easier than it appears. The foundation of embracing the new world of digital insurance is a familiar strategy: Committing to the customer experience.
Insurance carriers have always thrived when they have built their businesses upon the foundation of a customer-first approach. Today’s digital revolution is just a tech-enabled iteration of what the best insurers have always known: When you focus on a strong customer experience, success follows.
4 steps to CCM excellence
Here are four steps for perfecting customer communication management (CCM) in the name of strengthening the customer experience.
1. Simplify the personalization process.
What it looks like:
- Enterprise-wide creation, management and delivery of communications to customers
- Complete access to personal details, from the customer to the applicable policy, intelligently automated into the appropriate document
- Automated distribution across whichever channel is identified as best for your customer, from print and mail, to SMS text and email
What the customer experiences:
- Communication that finds them where they are, speaks to them in a tailored way and improves their lives through valuable content
2. Automate critical communication workflows.
What it looks like:
- Increased speed and accuracy
- Limitless scalability
- Employees spending less time on tedious manual or paper-based processes and more on value-added work
What the customer experiences:
- The right communication, at the right time
3. Give customers the power they want and the convenience they expect.
What it looks like:
- Expansive information on your website and through secure account portals
- Policies completed and issued in real time, using applicable data from anywhere in your enterprise
- Customers finalizing policies and accomplishing their objectives with just a few clicks
What the customer experiences:
- Quick, convenient insurance interactions that match the right-now experience they expect when shopping online
4. Let IT teams focus on IT — not communications.
What it looks like:
- Business department employees control the design of documents autonomously
- IT teams focus on big IT projects, not the ins and outs of CCM
- Flexible and configurable software that enables low-coding solutions or the ability to leverage pre-built, insurance-specific processes
What the customer experiences:
- Custom-fit customer communications coming from the employees who know their situations best
Content in action
Technology has increased the pace of life. And business. The days of manually assembling and outputting both internal and customer-facing output are gone.
For insurance carriers committed to keeping customer experience front-of-mind through technology, an intelligent and configurable CCM solution like Content Composer is a perfect place to start.
Want to see how Content Composer has improved CCM processes for our insurance customers? Download the case study How one of Europe’s largest insurance providers strengthened their customer experiences with Content Composer.
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