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The digital age gave birth to a new
omni-channel world, in which people are "always on and connected."
In this world, customers seldom consider what channel they're
using. What they are really concerned about is being able to find
the answers to their specific needs when they want, how they want.
They also want to be in charge of their interactions across all
Rising expectations for omni-channel experiences in the broader
market are also creating new challenges and opportunities in the
insurance landscape. Insurers must rethink the way they do business
to create better customer journeys and offer consistent and
engaging customer experiences across all touch-points.
So how can you use omni-channel to offer a strong customer
1. Use a single integrated platform to drive consistent
For customers, channels such as mobile apps, websites, chatbots,
call centers and insurance agents are simply a way to communicate.
They jump on the channel of choice and interact with their
insurers. For example, they can chat with an agent to renew their
earthquake insurance while making a claim on the application.
By blending different channels into a single experience,
insurers can bridge the gap between customers and their teams and
successfully manage a number of journeys across channels throughout
the customer lifecycle. But if there are different back-end systems
in place to manage different touch-points it is often very
difficult to deliver smooth customer journeys.
The key is to focus on the customers' end-to-end experience
instead of individual touchpoints and unify the Dynamics 365 CRM
platform and omni-channel servicing capabilities. By orchestrating
the various back-end systems, you can avoid broken customer
experiences and deliver outstanding unified communications
2. Offer rich channel coverage in low-touch insurance
Insurers have long struggled with the customer interactions. On
one hand, the customers expect high-touch, personalized services
regardless of the industry. Insurance is no exception to this. But
by its very nature, insurance remains a low-touch industry.
Most customers only want to interact with their insurers for
potential and existing policies or for claims. Very often, they
choose interacting with agents and brokers but they also want to be
supported and helped when they need, at all hours of the day.
Engage with them through the channels they prefer and in ways which
are attuned to their specific situations. Microsoft Luis, Alexa,
Siri, and other intelligent systems incorporating AI and machine
learning can help.
For instance, insurers that are using AI-powered tools can now
provide guidance for their customers through chatbots. According to
a Gartner report, "AI bots will power 85 percent of all
customer service interactions by the year 2020."
AI-powered chatbots provide intelligent human-like conversations
through all digital channels. They enable insurers to deliver
services to their "always-on" customers right at their fingertips
with an instant chat feature that is available 24/7.
3. Make a good impression during the First Notification of
Being involved in a car accident or having a burst pipe can be
one of the most stressful and upsetting situations someone
experiences. The last thing the customer wants in this situation is
not being taken care of quickly and efficiently.
The clock starts when the customer initiates the claim. Speed,
accuracy, and transparency in the claims process really are
essential to increasing engagement and retention. If the insurer
fails to have the claim record filed on time after the incident, it
affects the entire customer journey, from validation to deployment
of services. It also translates into poor customer experience and
In these delicate times it's important to offer interactions
through the channel of a customer's choice with the ability to
change their channel throughout the process and receive status
Millenial customers in particular prefer digital channels to
interact with their insurers. Use existing channels such as
WhatsApp, social media and mobile apps for claims and enrich the
4. The customer should only have to tell their story
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