Three ways to combine technology with humanity For better CUSTOMER COMMUNICATIONS
Customer satisfaction requires a balance between quality of experience and cost to the company. Customer Communications Management is a hybrid problem that demands calculation and emotional appeal at the same time. It calls for a hybrid solution - a CCM solution - a set of processes that involve dependable technology and creative people.
This is especially true for the insurance industry, where there are more hoops to jump through than in most others: you are not only dealing with high-value products and choosy customers, you are interacting with people at the height of their emotion, and taking advantage of customer data at the height of its complexity.
In fact, most of your customers only initiate conversations with you in the event of property damage, a car accident, family death, or other misfortune. Aside from these passionate moments – and billing time – there is hardly any other occasion for customers to expect interaction.
But data suggests customers might actually want to hear from you more often. Here are three examples of how the perfect combination of technology and human intuition will help you communicate with your customers more clearly and frequently.
1. Your Speed + Their Convenience
Life Insurance International found that 41% of 18-25 year-olds are open to being contacted by insurers more frequently with special offers. But the research also discovered that they preferred email above all other modes of communication. What does this tell us?
It’s no surprise that this audience wants to receive their messaging as fast as possible, since the newest forms of communication exist to fill a demand for instant response. Email is instant, but what separates it from an SMS or phone call is that it does not require an immediate response. Future customers want your communications promptly, but they might not want to be as prompt themselves. They want to be in control of their time.
This expectation can be managed with a high-speed document production system that delivers to both modern and traditional channels. Not only does it cater to the most-wanted forms of communication, but you are leaving delivery options open for the recipient to choose. That’s an advanced machine running on sensitivity to customer preference.
2. Your Compliance + Their Delight
Let’s face it: insurance is a heavily regulated industry. There may be little room for getting creative with the style of your enrollment forms, invoices, and certificates. That said, there is room.
As much as we don’t want to believe it, customers notice the smallest inconsistencies in your messaging. Could be a logo. Could be a tagline. Could be a box or a bubble in an awkward place. These things matter to your customers, even if you never hear that from them directly.
In cases of substantial creative freedom, you might choose to provide a digital interactive document. These colorful, animated graphics drill-down, slice-and-dice, and provide a simple, holistic view of whatever data you’re trying to convey to them.
To help you navigate between regulation and delight, document production performed through a Customer Communications Management (CCM) solution facilitates review & approve processes, and even contains pre-formatted templates for different situations, to ensure compliance in every document.
3. Your Effort + Their Experience
Customer engagement calls for a clear message, which can only be generated through a regular, organized process. Customer Communications Management (CCM) systems that allow different parts of a document to be created individually, by specialists, accomplish this.
For example, copywriters manage content, graphic designers manage visuals, and your IT staff manages the resulting template variations and the underlying code.
With a CCM platform to facilitate your document production process, there is no question about who is doing what. You can be sure that everyone is functioning at peak in their respective roles. What results is a document that functions as an experience to draw customers back. This is only achieved when every department is performing with maximal effort, thanks to a streamlined process.
At Ecrion, we have a mascot: a character named after the company. Some significant internal discussion went into whether or not we should call Ecrion a robot, because he's so much more.
Though we began referring to him as a robot in passing, we agreed that he would technically be called a cyborg: because the character embodies our corporate goal of fusion between technological efficacy and human intuition. We believe that fusion is key to furthering your business and delighting your customers.