december 03, 2018The importance of customer onboarding in the insurance industry
Onboarding strategies to get your customers online
Last week, we discussed the importance and necessity of customer onboarding: the value of a digital customer, the battle about digital experiences & services and the costs of customer service. Today, we will address different strategies how to get your customers online and provide metrics commonly used to measure success. Before we dive into these strategies, we have to clarify the definition of a digital customer first.
Digital customers digital only?
A digital customer is a customer who prefers to interact via online channels and who prefers to execute personal tasks via online self-service processes. So a digital customer is not necessarily digital only. For “moments of truth”, a personal way of interaction can be chosen, if this benefits customer satisfaction and convenience or company goals.”
Although we believe most customer-jobs can be handled digitally in a great way, we don’t believe in digital only. There are specific moments of truth, where personal ways of interaction are preferred. Executing a customer experience analysis results in insights how to innovate the customer journey.
Finish the customer journey with a smile:When buying a new car, delivery time often takes several months. Annoying but inevitable. Audi ensures that the final moment, the delivery of the car, becomes an experience that the customer will never forget.
Weaken negative thoughts:Negative thoughts are killing. Therefore, try to eliminate as many negative thoughts as possible. One way to do this is to weaken negative thoughts and make them less negative. As for example, when you call the call center of an insurance company and you have to report a damage. Most customer service agents nowadays are empowered to strive towards First Time Fix, thus assessing a damage in favor of the insured. And more in Onegini’s domain: most people are annoyed of self-service as they have to remember and use passwords and usernames. According to Mopinion, the login experience is even the worst (online) experience in 2016. Most enterprises now see it pays to invest to make this painful journey a more convenient by using intuitive & frictionless CIAM technology.
Strategies to get your customers online
We identified five strategies to get your customers online. Strategies one and two will push and force customers to use the digital channels while the other strategies pull and empower customers to mitigate the obstacles for them online.
- Digital only agreement between provider and customer, making communication digital
Within this strategy, customers are enforced to communicate digitally via self-service platfoms and mobile apps. In order to sign a new insurance product as you can see in the image below, customers have to accept a digital only agreement from the Dutch insurer OHRA. This strategy is in particular successful when the following strategies already have been implemented.
- Promoting the digital channels are part of the business strategy
Are the corporate-, business-, digital-, product- and brand strategies in line? Do companies actively recommend digital channels when sending letters or when customers call the customer desks? A good example is Dutch insurer Aegon who prints ‘We go digital’ on all their envelopes to promote their digital channels to offline customers.
- Develop and offer personal micro journeys & self-service features for web and app
Dutch health insurer Zilveren Kruis clearly seduces customers to use the selfservice platform or the mobile app to upload health invoices. Customers can easily take a photo of their invoice and upload it via a pincode to Zilveren Kruis. Declarations received via web and app get a priority treatment in the handling. Customers receive the compensation after three days instead of the usual ten days by post.
This is a clear example of a micro journey making customers life more easy. Companies should continously focus on developing functionaltiy, making a customer job easier to fulfil at a digital channel than offline channels.
- Be present on the customer’s favourite channels like Facebook Messenger and Whatsapp.
Facebook Messenger has nearly 7 million installs in the Netherlands. Whatsapp even more, namely 11 million installs. Communication through these platforms can provide a major benefit if you do it right. That’s why many companies are experimenting with the use of these channels for customer service. Some may find these channels labor intensive and therefor time-consuming and relative expensive. Therefore, KLM and Vodafone are implementing chatbots and virtual assistants to handle service requests automatically, making use of AI, thus making these channels more scalable.
- Intuitive, frictionless and user-friendly omni channel CIAM process to get the customer online
Customers are annoyed with logins, so let’s make it as easy as possible. Why building ‘a wall’ when customers only want to change email preference and a light form of identification is sufficient? Why enforcing usernames and difficult to remember passwords when the latest techniques provide companies to implement social login or an omni channel login?
How it all connects
Digitization, digital transformation, customer onboarding and digital customers are often used interchangeably. And we believe that’s correct. Outperforming on digitization but underperforming on customer onboarding is not the route to success. Having a great omnichannel login experience but no personalized and valuable functionality behind the login will also not result in a great experience. Getting your customers online asks for a dedicated and complete approach. It requires the use of all mentioned strategies and channels. As of today, customers expect nothing less…
Benefits and KPI’s
Are you starting with the onboarding of your customers and searching for metrics to underpin your business case? Just use our KPI’s and get started!
- More (digital) customer interactions, resulting in a higher customer loyalty and a lower churn
Measure this with an increase in digital accounts, increase in repeating (digital) visits and a increase in amount of interactions
- Lower operational costs due to more online self-service and a higher First Time Fix
Measure this with a reduction in operational-, claiming- and handling costs per customer and a lower CES score
- Increase in customer satisfaction through improved customer experience on customer interactions
Measure this with a reduction in marketing costs per customer and an increase in the NPS
To sum up
Getting your customers online successfully, requests an implementation of multiple onboarding strategies. Not knowing where to start or how to intensify? Use Onegini’s knowledge to provide your customers the best login experience or our assistance with the Onegini’s onboarding assessment and help your customers out there!
This is part three of a series on customer onboarding. The next blog will discuss the specifc onboarding challenges within the insurance industry.