It’s all about the client and other ways to create a great insurance client journey map.
Great customer service requires more than just an all-day call center or a helpful representative at the other end of the line. While these are important to the overall client experience, successful insurers and their agents the most successful agents actually delve into the hard data. This helps them uncover new ways to streamline interactions to bolster client satisfaction and retention.
To optimize the client experience, insurers must view customer service not as a singular transaction, but as a series of touch points along the client journey. Each step along the path leads to insights into how to best serve clients for their particular needs at that moment in time.
Insurers have taken note of the importance of providing great customer service and directed more time and resources towards improving the client journey. A 2016 white paper from Strategy Meets Action (SMA), an insurance consulting firm, reported that 85% of insurers ranked client experience and engagement as their number one strategic priority.
SMA and other research groups have explored the insurance client journey. Here are eight ways insurers create a more seamless and enjoyable client experience.
Understand the Client’s Perspective
Insurers sometimes make assumptions about their clients’ needs, then design their processes accordingly. But in its report, “Taking client Journey Mapping to the Next Level,” the International Quality & Productivity Center (IQPC) recommends tracking actual client activities as they progress through the system. This provides a more accurate picture into why the client initiated contact, thereby enabling you to adapt the journey to that client’s unique needs. Another tip: make sure you always communicate with your clients in simple, understandable terms — not jargon.
Gather the Data
Knowing what the client wants throughout the client journey depends on an in-depth knowledge of client data. Age, gender, and relationship status all “signal a client’s wants in their specific life stage,” the IQPC report stresses. User data also predicts client behaviors, which facilitates proactive interactions with clients.
Determine the Client’s Pain Points
By analyzing sales data and client feedback, you can uncover potential pain points along the client journey and begin addressing them proactively. The range of common issues include long wait times and communication delays, McKinsey & Co. explains. Concentrate on improving these areas to reduce possible friction and delay in your sales process.
Figure Out Where Your Clients “Live”
In today’s hyperconnected world, clients expect to be able to interact with businesses anytime, anywhere, and from any device or digital platform. Insurance shoppers now have a wide variety of options through which they can contact an agent — it could be through their website, with a toll-free number, via a virtual assistant, social media, a mobile app, etc. First, identify your target consumer demographic, then conduct some basic research to figure which of these channels your audience prefers. That’s where you should ultimately direct the bulk of your attention.
Gather Insights From Your Team
Agents help guide insurance shoppers as they navigate through the client journey, so it’s important to obtain their insights into typical client needs, expectations, and behaviors. Listening to members of your team who are operating on the front lines helps surface new ideas to improve the client journey, and helps break down the silos that can between departments or individual team members.
Understand That Everything is Subject to Change
Always remember that the client journey isn’t set it stone. Consumer preferences are in a constant state of flux; as such, your processes should be routinely reviewed and improved upon to ensure the client experience aligns with the client’s expectations.
At the end of the day, providing your clients with a consistently positive experience isn’t actually all that difficult — all it takes is a little listening, a little digging, and a willingness to adapt in the face of constant change.