ANALYSIS - SSA & COMPANY
MULTI-CHANNEL CUSTOMER ENGAGEMENT – TODAY’S “MUST” FOR INSURERS By: John Rodgers, Rajeev Aggarwal, and Brian Nordyke
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or some time, it’s been a fundamental truism that personal insurance companies need to engage with customers across multiple channels, meeting them wherever is most convenient for them. Indeed, a recent study on digital experience in insurance showed mobile app usage up 26 percent since last year. But we’ve entered a stage where the real progress and differentiating factor is seen in the ability to create a seamless experience across all channels and policy types. Typically, different lines of business—home, auto, collections
Brian Nordyke is Vice President, SSA & Company
12 OCTOBER 2021
in the personal space—have had different client journeys, portals, and servicing models, leading to a disjointed client experience. But now, leading insurers are capable of linking these different products together under one unifying experience, while also taking cues from one area of the business to inform other areas. This is the essence of multichannel engagement. It enables customers to interact with their insurer seamlessly through various channels, based on their preferences – digital, call center, face-to-face, and so on. For example, a customer should be able to log a claim or mid-term
John Rodgers is COO & Managing Partner, SSA & Company
TABLE OF CONTENTS
adjustment online, and request that an agent call them back at a convenient time. Some insurers are making progress in these areas, but there is still quite a way to go, as successful engagement requires a clear understanding of the moments that matter to their different customer segments, and well-integrated endto-end processes. We’ve seen that the ability to provide risk mitigation advice proactively when customers most need it and through the most appropriate channel is more and
See Multi-Channel Engagement Page 34
Rajeev Aggarwal is Head of Financial Services, UK, SSA & Company
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