When creating new customer journeys and user experiences, you need to review your business and look at what problems you are trying to solve. Digital can help, but often it will only be a part of the solution.
For example, a niche provider of insurance for mobile phones, a low value, high volume product, must implement a 100% digital customer journey to make it viable. That digital journey must enable a quick and simple customer experience that delivers the right policy to the customer in minutes.
When selling personal lines insurance like motor or home, digital applications have become essential in creating an efficient customer journey. Supporting these with elements of personal customer support and expert advice help to create the holistic user experience that customers love.
Automated workflows, quote-and-buy websites and customer portals are just some of the digital solutions and applications that can help create a flexible and efficient customer journey. A quote-and-buy website delivers the instant access customers expect by allowing them to browse quotes and purchase policies online at their own convenience. Customer portals make all the policy information available to view and be managed online by the customer, whenever they want or need it.
The availability of policy documentation online is not only simple to use and convenient, but it has huge environmental benefits too. The reduction in paper usage and the energy savings in delivery are important to customers, as well as businesses, as net zero approaches. It is also being more understood that customers want to use businesses that are environmentally responsible, and this can only enhance their user experience.
The lack of any personal support however during the customer journey can be frustrating for the user. How many of us have unsuccessfully tried to speak to a person on some of the large eCommerce websites? Including the availability to talk to one of the expert team by phone or even an online chat function will remove frustrations that could negatively impact customer experience. And by combining digital solutions with expert personal support when required, a broker can add tangible value.