Relationship with the client: dialogue and understanding of their experience

Insurers must provide their clients with a complete and satisfactory experience that gives them differential value and thus they can stay competitive. To do this, they must focus on defining a customer service model that integrates various channels (traditional, digital, conversational platforms and mediators), taking advantage of all the information they can and have collected during contact with their customers.

Likewise, they must be able to identify and create relevant moments for each of their policyholders, taking into account their profile, the products contracted with their coverage, and manage them dynamically.

Once the insurance companies have already put the client at the center of their strategies, it is essential to go one step further in managing and serving the client: creating a relationship with the client, based on dialogue and understanding of their experience.

There are 2 types of key moments to manage:

1.Traditional: these are moments of economic and benefit significance of the relationship with an insurer, that is, hiring, use or renewal.

2.Emotional: these are situations in the life of the insured, which are related to personal milestones, hobbies or unforeseen events, in which the service or help of an insurance company is outside the contracted coverage, where its use can generate a truly differential link.

Identifying and creating emotional moments requires insurers to constantly monitor certain activities, trends or news. An example of this could be the monitoring of areas with a rise in car theft, which can generate a favorable moment to interact with the customer and thus offer a product with which they can protect their vehicle.

Creating relevant moments, as well as the customer service management that is done during them, requires constant communication, but you must be careful with the use of proactivity, since if it is used in the wrong way or misguided it can lead to be counterproductive. Let's take these 4 key proactive points to better understand what we are talking about.

  1. Who to be proactive with? First of all, the people who have or are not predisposed to receive business contacts must be differentiated.
  2. Through what channels can I be proactive? Insurance companies tend to select communication channels with their insurers taking into account internal criteria such as channel availability and cost.

In spite of this, it is common for them to leave the client's preferences “regarding” the communication channel with the company. The choice of the channel considering which was the one used by the client in the first instance or the one that he has been using most frequently according to the type of interaction allows the approach to evolve.

3. When to be proactive? The moment of contact should not only contemplate the temporal dimension, but also the theme and tone of the interactions that have occurred so far, especially the most recent ones.

4. How to be more proactive? The circumstance or the moment in which the contact with the insured occurs determines the type of attention and channel required for communication and / or attention. When it comes to identifying the type of care, it is essential to have a joint and complete vision of the client, which requires taking advantage of the information that insurers have today.

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