Once upon a time, the majority of consumers would have shied away from buying financial products online. But in an increasingly digital world, today's consumers are growing ever more comfortable with buying anything and everything online, and as a result, their expectations of customer service are rising.
It is a challenge that the insurance industry has to step up to, to ensure we communicate with consumers in a way that meets their preferences and expectations. It is time, then, to ensure your organization has a strong multichannel communications strategy with a clear focus on digital touchpoints.
Related: Customer expectations: 4 digital technology implications for insurers
|Helping agents, brokers, customers
The benefits of having this in place are huge. Having a clear multichannel view of customer behavior and interactions can help brokers make more relevant and informed suggestions, make the most of cross-sell and up-sell opportunities, and increase sales. For the customer of course, this means they benefit from receiving better offers and communications, such as timely reminders for renewals or useful add-ons to their policies.
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