CX in Claims: The Future Will be Different. Be Ready Now.
The widespread use of digital has forever changed the way people view their interactions with insurance companies, especially when involved in a property/casualty claims scenario.
Expectations have never been higher and it’s not just those of the end client. Every person involved in the claims ecosystem—customers, agents/brokers, claims partners, healthcare providers and law enforcement personnel—expect that when they interact with an insurer the claims process will be quick, accurate and via their preferred device and channel.
In order to meet these raised expectations, digital communication methods must be at the heart of an insurers operations and approach. This will enable insurers to provide a claims process that is proactive, functions in real time, and has the ability to produce and deliver digital content in many forms.
Without question, being able to provide an outstanding customer experience to all participants in the ecosystem will be imperative. But how do you get there?
Take a two-prong approach to digital transformation
Before you can move forward with the digital transformation of your claims process you must conduct a review to determine what the end product should entail. An effective way to do this is to consider both an outside-in perspective (the customer experience view) and an inside-out perspective (the operational view).
The Outside-In View: the customer’s perspective
The customer experience in claims often leads to one of two outcomes: the customer renews due to a good experience, or the customer switches to another insurer because of a poor one.
As mentioned earlier the expectation for that experience is now at a whole new level thanks to the digital, mobile, real-time world that we live in. Clients and partners in the claims ecosystem won’t settle for mediocre. That’s why it’s important for insurers to review their claims process from an outside-in perspective so they can confirm what is already meeting expectations, what needs to be improved and what needs to be added.
Questions to ask during this stage of introspection include:
- Is your current claims process quick and accurate?
- Are you able to produce content in a variety of formats?
- Are you able to deliver content through each user’s preferred device and channel?
- Are you able to personalize each piece of communication?
- Are you able to communicate in real time?
- Are you able to communicate seamlessly between channels?
- Are you able to meet all of the required industry regulations in a timely fashion?
The Inside-Out View: the operations perspective
If an insurer’s goal is to enhance the claims experience for clients and other external parties it will require the digital transformation of internal processes in order to do so, hence the importance of conducting an inside-out review.
Questions to ask during this stage of the review include:
- Does your current communications platform(s) allow you to produce and deliver omnichannel communications?
- Are you able to deliver seamless, real-time switching from one channel to another?
- Does information have to repeated or rekeyed at any point?
- If a conversation is held through a new channel, is the interaction a continuation or does it have to restart?
- What percentage of your content is in paper formats or voice conversations vs. digital?
- Does your current technology allow for automated workflows that follow sophisticated business rules for specific situations and conditions?
- Are your current systems designed based on the principles of the new era of computing i.e. cloud computing, microservices and serverless computing?
If the majority of the time the answer to the above questions is “no” then it’s time for your organization to source and implement a modern platform for managing data so that the right data can be captured or created efficiently, governed properly and provisioned effectively for analytics and AI purposes.
The right technology is the key if digital transformation is to be fulfilled. Not any customer communications management platform will do. For transformation success to be achieved, your CCM technology must be able to capture digital data and seamlessly integrate with other internal and partner systems. The chosen platform must also possess a full complement of omnichannel capabilities to ensure communications can be created for all the communication types required and delivered via any channel.
Explore in greater detail how to transform your claims process and help ensure your organization is ready for the future, now. Download the whitepaper “P&C Claims in the Digital/AI Era”.