Time for action

Insurers looking to improve the communication quality should remember that doing so reflects the fact that they respect their consumer's time and preferences. For those unsure where to start, Smart Communications has outlined an action plan based on their survey findings.

Make error reduction a priority. As even minor errors can tarnish the brand image and sow doubt in consumers' minds about the company's ability to meet their needs, consider auditing all messaging templates, customer service/support scripts and other content that touches consumers. Look for customer communications platforms that integrate with other key systems, thus limiting opportunities for errors.
Offer — and honor — consumer preferences for communications channels and content. Customer communications is not a one-channel-fits-all proposition. Instead, ask customers which channels they prefer for the different kind of messages you send, whether account statements, billing notifications, appointment reminders, fraud/emergency alerts, etc.
Look for ways to make messages more helpful to consumers. Helping consumers to help themselves not only empowers them and strengthens the bond with the brand, but it also can reduce the load on customer service centers. Review message templates for opportunities to add helpful content, such as suggesting the next steps or where to go to get more information.
Avoid complacency in the face of progress. The survey found that a small percentage of consumers (8% in the U.K. and 12% in the U.S.) say they would never switch from a company because of message quality. That leaves a very large base of customers who are being contacted regularly by the competition, and it's not enough to hope they are happy when that call comes. Remember that a digital transformation is a continuous evolution and not a journey with a finish line. Regularly evaluate your customer communications strategies, as well as your technology, to ensure you are keeping the customer at the center.

Consumer expectations have evolved over the years, and insurers must be prepared to evolve with them. Going forward, insurers will need to deliver on the exceptional experiences that customers expect or risk getting left behind.

Special Reports /

Get smart: Why insurers need to rethink their communication strategies

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