Multi-Channel Customer Engagement - Today’s “Must” For Insurers

By: John Rodgers, Rajeev Aggarwal, and Brian Nordyke

For 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

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 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

John Rodgers is COO & Managing Partner, SSA & Company

See Multi-Channel Engagement Page 34

Rajeev Aggarwal is Head of Financial Services, UK, SSA & Company

“ WHEN YOU’RE FINISHED CHANGING, YOU’RE FINISHED”

- Benjamin Franklin

Benjamin Franklin: Scientist, philosopher, Founding Father … and business strategist? Mr. Franklin’s advice about adapting to thrive is especially appropriate in the highly fl uid insurance industry.

The CHART Exchange began with a good idea back in 2015: become the catalyst for growth in the U.S./London marketplace by facilitating interaction between domestic wholesalers/agency specialists and Syndicate underwriters. Large-scale networking events were held annually in elegant venues. While this approach produced results, feedback from the meeting participants indicated we could do much more to achieve our goal.

As a direct result of this feedback, CHART 2.0 adopted a more proactive operating model intended to provide advocacy-level support to U.S.-based agencies seeking to place business within the London market. The expertise of our various Vendor Partners — when combined with new brokerage placement capabilities — gives CHART 2.0 clients access to a broad array of services they need to be successful.

Interested in learning more? Visit our website at www.chart-exchange.com. We are also available via e-mail (info@chart-exchange.com) or by phone at the number below.

www.chart-exchange.com

The CHART Exchange, 3001 Philadelphia Pike Claymont, DE 19703

Bringing U.S. Entrepreneurship to the London Market

The CHART/WilsonElser strategic partnership combines the innovative underwriting philosophy of the world’s oldest insurance brand with the entrepreneurial mindset of U.S. agencies.

For close to 40 years, Wilson Elser has helped organizations to better navigate challenging markets and realize improved combined ratios. We provide London- and Europe-based insurers with ready access to more than 60 discrete legal services delivered by nearly 800 attorneys in 34 strategic locations throughout the United States. Guided by a proprietary, systematic legal project management program, we help clients de ne strategies and achieve outcomes that align with agreed business requirements. We also implement dedicated Program Claim/Litigation Management services, creating value and driving ef ciencies with respect to legal spend and indemnity. WilsonElser is especially proud of its strategic partnership with CHART Exchange and our shared commitment to strengthening relationships between cover holders and risk takers on either side of the Atlantic.