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It's a 2020 Trend: SimplifyYour Complex Documents

By Andi Dominguez, Principal, Insurance & Healthcare, Quadient

Andi Dominguez, Principal, Insurance & Healthcare, Quadient

Delivering an exceptional customer experience through highly personalized, contextual omnichannel communications across the entire customer journey has been a focus for most industries over the past several years. Insurance companies, in particular, have joined the battle for the best customer experience (CX) for a number of years now. Delivering an exceptional CX has been proven to foster loyalty, help increase engagement and drive business growth. The challenge is that many documents insurance organizations send to customers include information that can be difficult for an organization to explain—and often equally difficult for customers to understand.

The path to simplification

What makes a document complex is that within each document are content blocks that apply only to the recipient, culled from a database of possibilities and based on criteria created by business rules and logic. Most established insurance companies have a complicated infrastructure of mission-critical legacy technology systems, often compounded by home-grown systems that add additional layers of complexity and hinder progress.

Additionally, while there may be a designated department in an organization that is ultimately responsible for creating and delivering certain documents, such as welcome kits, contracts, policies and regulatory materials, there are most likely many other departments involved in the process: writers, subject matter experts, line-of-business managers, lawyers, compliance officers and graphic designers to name a few. The recipient doesn’t know and doesn’t care that the content came from multiple departments within the company, and from document creation systems that may be unique to those departments. They only care that they receive an intelligible, relevant communication—one that serves to strengthen your relationship with them, not detract from it. For this reason, each communication sent to each customer should involve internal coordination to provide them with an experience that makes it easy to do business with your organization.

While the content of each type of insurance document embodies the very reason that customers are doing business with your company, equally important is how the content is presented. Some questions to ask are: Is it personalized beyond the salutation? If promotions are included, are they relevant to the individual? Was it delivered through their preferred channels? If it’s electronic, is it easy to navigate? Does it look the same on all their devices?

As an integral part of the relationship the customer has with an insurance company, the more the document reflects its knowledge of them and their preferences, the higher their satisfaction will be. By unifying the communications infrastructure, every communication project becomes accountable to an enterprise’s CX strategy at the highest level.

The value of the right strategy

Throughout their relationship with your organization, customers make choices about how to receive communications from you; and through which channels they respond. Smartphones are ubiquitous, but alternative devices abound as well. Since you can never be sure which channel a prospect or customer is using, it is important to invest in accommodating them all in an omnichannel fashion. To meet the goal of a positive customer experience, it is important to have the ability to create a flexible design that maintains consistency between channels, making the customer experience seamless.

To quote Albert Einstein, “The definition of genius is taking the complex and making it simple.”The right customer communications strategy will enable all stakeholders to participate in the process to ensure the output of all your different insurance documents across all the different channels meets the needs and demands of your customers. The right strategy will take the complex and make it simple, which is what your customers are wanting and demanding in 2020 and into the future.

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