Three essential insurance customer technologies for 2019
Here are three ways insurance agents can use digital technologies to create stronger customer bonds.
It’s an on-demand world, and insurance customers want the same convenience from agents that they get from other service providers such as retailers, banks and airlines.
But the agent/customer relationship is more complex in many ways.
Agents wear many hats. They are advisors who counsel on policy options. They are customer service representatives who answer procedural questions. They even function as a sympathetic ear when a crisis hits and a claim must be filed.
Today’s insurance customer expectations
To create the experience customers desire, agents must consider how technology can enhance the customer relationship across every role they have. That’s no easy task — it requires a balance between continuing to advance the human elements of the relationship and delivering the best on-demand capabilities technology can provide.
For example, customers want instant access to policy information and insurance cards. They want to be able to get answers to simple questions quickly, either through texting or online chat platforms. And they want to be kept in the loop with the most up-to-date information.
Here are three actions every agent should take to create long lasting customer relationships in the digital age:
No. 1: Turbo-charge the website.
Consumers expect an agency’s website to be more than just an information source. It should be the gateway to key interactions, such as obtaining a quick quote, submitting claims information, or chatting with an agent.
Most agents need to incorporate more functionality into their websites. Mobile responsive forms allow customers to input information and request a quote either at home on a computer or on-the-go with mobile devices.
Chatbots can guide buyers through routine processes and provide answers to simple questions. Links to customer portals enable clients to view policy material, update information, and download insurance cards. Not only do these tools virtually empower customers anytime of day, but they eliminate agents’ manual work creating the ability to focus on more complex issues.
No. 2: Embrace social and texting.
Texting is now more generally accepted by people, and agents should leverage it to enhance customer relationships. Texting can eliminate the frustration and inefficiencies related to phone tag and emails that go into spam folders. Furthermore, texting is how most people communicate with close friends and can be a conduit to building stronger bonds with customers.
Social media can also be an important tool to connect with customers (and prospects). Social channels — like Twitter, LinkedIn and Facebook — can give the agency a way to reach broad customer audiences quickly and easily. For instance, if an area is under threat of a hurricane, the agency can post about disaster preparation and claims filing. The platforms can be used to solidify the agency’s position in the community — for example sharing a photo of employees cleaning up a local park or hosting an event for those in the neighborhood.
No. 3: Make the most of automated communications.
Customers need to be kept in the loop. But if agents were to send personal communications to each client for each piece of information they needed, they would never have time to do any other task. Automated email communication can be set up to trigger messages based on events affecting the insured. For example, if a customer requests quotes for flood insurance, the system could be setup to automatically email her information about flood risks for the area.
However, agencies need to refrain from oversharing and mass emailing their entire contact database with every bit of information. Segment your customers based on needs, policies, and risk areas and then send communications based on each segment, such as new products available to those clients who own trucks.
Customers have the same expectation for insurance that they do for other service providers. Incorporating technologies into every agent role will provide the on-demand experience consumers crave and create lasting customer bonds.
Smart Harbor Managing Partner Jason Walker (jwalker@smartharbor.com) oversees the strategy, development and delivery of the company’s technology solutions and analytics platforms for the insurance market. These opinions are his own.
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