Increasingly, insurance companies are upgrading, abandoning, and replacing, both fully and partially, manual processes with automated ones. While it’s now a must for companies to move toward automating all the activities where digital technologies may prove crucial, communication is the focal point where all the changes that have revolutionized markets in recent years precipitate. The evolution of technology and the digital environment, the explosion of channels, the shift from broadcasting to narrowcasting, the evolution of the customer experience: consistent, relevant, responsive, and customer-focused communication is a key element in the growth of any business.
In such a context, the CCM approach is uniquely suited for ensuring efficient communication to customers across touchpoints, using all available channels. Doxee refines this ability to collect, organize, and convey content: it translates information from a variety of sources into immediately actionable knowledge. It transforms data into valuable relationships, making each and every communication unique, interactive, and engaging. And through its cloud product lines, it improves the customer experience, creating a competitive advantage for companies, government agencies, and partners.
In the case of CCM for insurance, Doxee technology enables the construction of a perfectly multichannel journey, connecting and making the 3 fundamental touchpoints through which the insurance company asserts its online and offline presence work harmoniously: from onboarding, to customer service, to policy renewal.
CCM for insurance: consistent communication across all touchpoints
The goal of insurance digital marketing is to create for the target audience (or rather, for the different targets, which are increasingly profiled) a simple and fluid pathway, articulated through multiple online channels where they can nimbly retrieve all the useful information to proceed, through successive conversions, to the subscription or renewal of the policy.
In this sense, every moment of communication between a company and its customers becomes an important and unique relationship opportunity. Customer Communication Management is the model that is most successful in enhancing this trend. CCM can be defined, according to Gartner, as the strategy by which it is possible to:
- improve the creation, delivery, storage and retrieval of outbound communications
- introduce new products;
- deliver renewal notices, correspondence, and claims documentation in a timely manner;
- deliver transactional documents, such as invoices and payments through dedicated channels.
In a CCM, all of these interactions take place in a centralized manner, through the production of documents paginated and conveyed through various media (email, SMS, web pages, personalized videos).
Doxee’s CCM ensures that customer-facing communication is relevant and clear regardless of the channel or delivery mechanism used, and that it remains consistent across all touchpoints, while fully respecting the right timing. In the case of the insurance-customer relationship, timing is an extremely sensitive issue. A communication sent just before a renewal, perhaps enriched with personal data on miles driven or reporting the amount of the next installment due, is a decisive moment for both the company and the insured.
Touchpoint 1: the onboarding phase, where every opportunity for contact is precious
When it comes to intercepting a new customer in order to get him or her “on board,” every opportunity when contact can be made is valuable because it is potentially unrepeatable. Even in the insurance industry.
What does digital onboarding in the insurance industry consist of?
The expression digital onboarding refers to the process of creating a new customer within a company’s IT system. Onboarding in the insurance sector is done by using, in an increasingly synergistic way, one or more of the company’s channels, from the corporate website to the app to the official profile on social media.
The digital onboarding process unfolds according to a progression that varies according to context and circumstances but tends to encompass certain steps. Beginning with the customer’s automatic product selection, the insurance company’s IT system can:
- collect and verify information about the customer
- formulate a commercial proposal, specifying product characteristics and price
- enable the customer to proceed with the purchase immediately, without the need to intervene with a live conversation
- collect the customer’s digital signature
- issue reports, summary, and recap documents
At the onboarding touchpoint, digital tools make it possible to automatically upload profile data to internal platforms, including the CRM. They enable the contact interaction with the customer whose data, which has been duly recorded, will go into the ecosystem. As we shall see, this enables customer service to provide even more timely and satisfactory assistance.
Paperless experience: to enhance insurance CCM
At this stage, the dematerialization product line designed by Doxee takes on strategic importance. This is the Doxee Paperless experience, which offers organizations complete coverage of digital processes of a fiscal and documental nature, enabling their seamless integration with the tools and procedures already in use. In particular, the indispensable functionality is the electronic signature, which allows documents to be signed and completely digitizes the process of acquiring signatures on contracts (policies, subscriptions, etc.)
Dematerialization requires companies and public administrations to adopt new services and promotes organizational changes, making the production, transmission, and maintenance of IT documents more efficient, and extends the protection of sensitive data in strict compliance with the evolving regulatory and fiscal framework. Above all, dematerialization ushers in a new mode of communication.
Touchpoint 2: The customer service phase for consistent, multichannel communication
Consumers are becoming more demanding by the day and, when interacting with companies, expect increasingly relevant, personalized, and effective communications. At a stage of customer service—which is no longer conceived as a punctual, time-bound interaction but one that is continuous and “latent” side-by-side that can be reactivated at any point along the way—it’s crucial that the insurance company’s communication and consequently branding remain consistent regardless of distribution channels and modes. Doxee’s Document Experience ensures the standardization and, at the same time, the proper timing of communications, providing effective support for insurance companies who are determined to modernize their processes due to the growing needs of an increasingly elusive audience.
Digital transformation—we have said it several times in this blog—is not just a technological trend but produces a cultural shift and, at the same time, redefines the business perspective: the customer takes a permanent place at the center of communication processes. Each interaction produces useful data and information thanks to which the insurer can better get to know the target audience and to propose the product each user needs most at the right time: a policy that covers a previously overlooked risk or cross-selling or upselling actions, with a range of services, which can be complementary or premium.
Customer Communication Management according to Doxee’s document experience: personalization and multichannel
In the customer service phase, companies need robust solutions that can efficiently manage all channels, including traditional ones, gradually leading users to appreciate and use communication in digital modes. By implementing a digital customer communications management strategy, an insurance company radically changes the way it communicates, introducing personalization and a multichannel approach.
Doxee document experience (dx) is the first all-cloud Customer Communications Management product dedicated to the creation, multichannel distribution, and archiving of communications:
- It offers the insurance world answers to the specific needs of managing all communication, including the mandatory component
- With Doxee dx, insurance companies can improve communication to their customers by transforming it into a new and versatile tool for creating personalized conversations with broad purposes that are not just transactional
- Communication becomes an important component for increasing business profitability
If data is the main lever in a digital communication strategy, through Doxee dx it is fully enhanced: it is enriched and sorted to optimize document production, distribution, and storage processes and to dematerialize invoicing processes. By enhancing corporate assets, Doxee dx transforms transactional documentation into a formidable tool for developing valuable relationships with customers without further burdening the IT department’s efforts.
Touchpoint 3: the time of policy renewal
Policy renewal is the moment that requires clear and engaging messages. It needs an innovative and, at the same time, effective solution that can enrich the communication, making it a highly relevant interactive experience. To make you understand the centrality of this touchpoint, let’s look at a successful use case: the personalized and interactive campaigns of UnipolSai that were realized thanks to Doxee Pvideo®.
To communicate the expiration of the automotive liability policy and digitize the customer journey, UnipolSai has chosen personalized Doxee videos. The expiration reminder experience and subsequent renewal offer designed for UnipolSai is built by Doxee from an SMS, with which users are invited to watch a personalized video. The communication in this case leverages a channel that is widely used by UnipolSai’s customers: the smartphone.
It is the ability to employ a mix of channels that is crucial for insurance companies that need to send significant volumes of communications. Doxee dx satisfies this need while completely relieving the company, particularly the IT department, of the operational burdens resulting from a message sent on different channels: a platform for CCM enables communication processes to be managed through all possible traditional and even more digital channels.
The truly multichannel experience offered by Doxee dx provides the customer with the continuity they expect today. Thanks to the seamless integration between dx and the Interactive Experience (ix) line, the output the insured receives is enriched with graphic components, is web-based, and is personalized.
Doxee Pvideo technology makes touchpoints relevant through its CCM strategy
Doxee Pvideo® technology enables seamless convergence on the network in terms of touchpoint synergy, digital assets (such as site and app), and actions taken, thus making the company’s communication more consistent and clear for every user.
The production and transmission of documents, through which business transactions between insurance companies and consumers are carried out, involve upstream organizational changes and the modernization of mission-critical processes. On all three touchpoints discussed in this post, the adoption of a CCM for insurance, and the simultaneous implementation of products from the three lines paperless experience (px) document experience (dx) and interactive experience (ix), ensure the management of multichannel document production processes and the optimization of the customer experience from the same system of records, thus facilitating the integration and activation of new channels.
Doxee’s CCM for insurance enables its customers to ensure efficient communication across touchpoints, using all available channels. It collects, organizes, and conveys content, transforming data into valuable relationships, making each and every communication unique, interactive, and engaging. And it improves the customer experience, creating a competitive advantage for insurance companies.