CX + end-to-end technology in the insurance sector
Posted: Mon Dec 09, 2024 5:18 am
What role does technology play in customer satisfaction in the insurance sector? This Contact Center Hub article discusses how Walmeric technology drives an integrated omnichannel experience and improves business performance.
The insurance industry is undergoing numerous changes in terms of consumer preferences, competitive threats and a challenging macroeconomic environment ( McKinsey ). In this article, we delve into the importance of customer experience and end-to-end technology in this sector to meet the needs of increasingly diverse and demanding customers.
CX and the ROPO model in the insurance sector
According to a report by McKinsey , “For insurers, customer experience is more important than ever. Customers expect personalized advice, omnichannel experience , and seamless end-to-end journeys .
The last point, that of end-to-end journeys, is one of the female database biggest problems that companies have: unifying and recording all the lead information, especially when it moves from the online to the offline environment. This is what we know as the ROPO model (Research Online, Purchase Offline).
In the insurance industry, this occurs when the lead is called into their nearest office to receive more information and make the purchase in person. Without the right tools, the agent may not receive all the necessary information about the lead , such as their history of interactions with the company, and may not even know what they are interested in.
Despite the lack of information, the agent will be able to serve the user from scratch, close the sale and… What next? He can record the sale, but since the offline world is not connected to the online world, the conversion cannot be attributed, leaving a gap in the online world and an unclosed lead.
End-to-end technology to improve customer experience
This is where Walmeric comes into play, as it offers the technology and tools necessary for all agents, both in offices and in the Contact Center, to be aligned and have access to all the information on the lead's activity.
This not only makes the work of sales agents easier, but also significantly improves the customer experience, as they do not have to repeat the same information several times and are served more efficiently.
To improve customer experience, Walmeric technology can be divided into three basic phases:
Lead acquisition. Technology focused on obtaining leads in the most optimal way possible, personalizing the website , offering different contact channels and assigning a unique ID to each user and compiling all their browsing information.
Lead Management. It is not just about attracting users, but also about managing them correctly. This is where profile analysis and intelligent routing to the most appropriate sales agent come in.
Of course, lead management also requires the use of an omnichannel CTI tool that allows all agents to have a lead record with all of its information available, regardless of whether they are in the office or in the Contact Center.
Conversion attribution. As a final step, and to close the gap between the offline and online worlds, attributing conversions is key. Not only so that the team knows what happened with a lead, but also to feed information to advertising investment platforms. In this way, we can optimize campaigns and make investment more efficient.
In short, as the McKinsey study said, CX depends on three key factors: personalization, omnichannel and end-to-end journeys. With Walmeric technology we manage to cover these three needs and not only improve the customer experience, but also facilitate the work of sales agents.
The insurance industry is undergoing numerous changes in terms of consumer preferences, competitive threats and a challenging macroeconomic environment ( McKinsey ). In this article, we delve into the importance of customer experience and end-to-end technology in this sector to meet the needs of increasingly diverse and demanding customers.
CX and the ROPO model in the insurance sector
According to a report by McKinsey , “For insurers, customer experience is more important than ever. Customers expect personalized advice, omnichannel experience , and seamless end-to-end journeys .
The last point, that of end-to-end journeys, is one of the female database biggest problems that companies have: unifying and recording all the lead information, especially when it moves from the online to the offline environment. This is what we know as the ROPO model (Research Online, Purchase Offline).
In the insurance industry, this occurs when the lead is called into their nearest office to receive more information and make the purchase in person. Without the right tools, the agent may not receive all the necessary information about the lead , such as their history of interactions with the company, and may not even know what they are interested in.
Despite the lack of information, the agent will be able to serve the user from scratch, close the sale and… What next? He can record the sale, but since the offline world is not connected to the online world, the conversion cannot be attributed, leaving a gap in the online world and an unclosed lead.
End-to-end technology to improve customer experience
This is where Walmeric comes into play, as it offers the technology and tools necessary for all agents, both in offices and in the Contact Center, to be aligned and have access to all the information on the lead's activity.
This not only makes the work of sales agents easier, but also significantly improves the customer experience, as they do not have to repeat the same information several times and are served more efficiently.
To improve customer experience, Walmeric technology can be divided into three basic phases:
Lead acquisition. Technology focused on obtaining leads in the most optimal way possible, personalizing the website , offering different contact channels and assigning a unique ID to each user and compiling all their browsing information.
Lead Management. It is not just about attracting users, but also about managing them correctly. This is where profile analysis and intelligent routing to the most appropriate sales agent come in.
Of course, lead management also requires the use of an omnichannel CTI tool that allows all agents to have a lead record with all of its information available, regardless of whether they are in the office or in the Contact Center.
Conversion attribution. As a final step, and to close the gap between the offline and online worlds, attributing conversions is key. Not only so that the team knows what happened with a lead, but also to feed information to advertising investment platforms. In this way, we can optimize campaigns and make investment more efficient.
In short, as the McKinsey study said, CX depends on three key factors: personalization, omnichannel and end-to-end journeys. With Walmeric technology we manage to cover these three needs and not only improve the customer experience, but also facilitate the work of sales agents.