From Customer care, to the relationship with the customer
In the unprecedented transformation that insurance companies are addressing, where they face the challenge of "decommoditizating" a sector that has traditionally struggled to differentiate itself with variations in price and coverage, the customer experience has become a key lever for generating value and positioning.
In this context, Customer Service, understood as all points and channels of interaction with the customer in the care, service and sale, plays a leading role in the achievement of a differential customer experience, given that it is almost exclusively at these points where their experience can be modeled and improved. To ensure that Customer Service really brings value to the customer and positions the company in a Blue Ocean among its competitors, it is necessary to identify, and even create, relevant moments for each customer and to manage the service associated with those key moments proactively. These moments transcend those of an economic nature, considering those with emotional connotations linked to vital moments of the client and in which their receptivity is higher than usual.
Customer Service plays a leading role in the achievement of a differential customer experience that helps insurance companies break out from commoditization.
To actively promote a constant and fluid communication associated with these vital moments as the foundation of a differentiating Customer Service, a deep knowledge of the client is required. This knowledge must not be static, but must evolve together with the changes that the client experiences. Therefore, it must be enriched and updated in a continuous cycle of collection, analysis and exploitation of knowledge (both from the client's relationship with the Company and from public social information). In addition, this information should be provided to the systems and agents that execute the Customer Service in a "ready to use" format.
To be able to create and benefit from the moments of relevance for the client, to reach the degree of personalization and immediacy that they demand and to provide a differential service, insurers must rethink their governance model and take advantage of the available technological capabilities.
The Report is only available in Spanish.