The key to the insurance customer experience: Digital content

Tablet and mobile

It’s not an exaggeration to state that improving the customer experience is on the minds of almost every senior insurance executive.

But what really influences the insurance customer experience, and how can you improve it?

The brand image of the company, the price for value, and the relationships that customers have with their agents and insurers all contribute to policyholder perception. But there is one place where all three of these areas come together – the individual interaction between the customer and sales, policy service, or claims activities.

And most of the time, documents or digital content are at the center of those interactions. That’s where enterprise content management can help.

Manage, locate, deliver content

Whether a policyholder makes an inquiry through your web site, a contact center, or an agent, the interaction involves some type of document or message. This may be in the form of a policy decision set, bill, renewal letter, or claims letter.

Or, a policyholder may call and request their certificate of insurance, download a form to change their beneficiary, or conduct one of hundreds of other interactions to set up, monitor, or change their policy or make a claim.

The ability for insurers to manage, locate, and deliver digital information of all types is vital in supporting these interactions. The speed, accuracy, and flexibility of this process contributes much to what a customer thinks about doing business with their insurer.

Various kinds of digital content also play a key role in enabling employees to provide excellent service to policyholders. Contact center agents, customer service reps, adjusters, and other customer-facing individuals are dependent upon being able to utilize robust workflow software to capture, route, analyze, and manage information to support the customer experience – activities that are increasingly happening in real-time while the customer waits.

Fortunately for all parties concerned, the right ECM solution  will address these needs on all levels. From the early days of automation, insurers have leveraged transaction systems based on structured data to process their business. But once images, e-mails, and other forms of unstructured content became prominent, it became important to capture and manage digital content, which led to the rise of ECM solutions.

Tying systems together to share information

What is unfortunate today is that many insurers still manage the transaction data and these other forms of digital content separately.

Insurers that are focused on improving the customer experience understand that integrating all of the information to support each customer interaction is imperative – especially with important systems like Guidewire and Duck Creek. Empowering users to find what they need, when they need it is the name of the game, and the quicker and more accurately they can do it, the better.

This means that modern, flexible ECM solutions – especially those that work well in concert with core transaction-based systems – must be central in an insurer’s plans to improve the customer experience. After all, what good is information if it doesn’t enable you to provide the kind of service that creates loyal customers?

To learn more, download our whitepaper, “Disrupt or be Disrupted: Clearing the Path to Digital Transformation,” and discover how you can begin your transformation.

Mark Breading

Mark Breading is a partner at Strategy Meets Action. Mark is a recognized expert in advanced technologies and their implications for the insurance industry. He has exceptional knowledge of the customer experience, analytics, digital content management, and maturing and emerging technologies. You can follow him at @BreadingSMA on Twitter.

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