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Technology Trends for Building Business

Posted By by Tara Kelly, Tuesday, November 28, 2017
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from PropertyCasualty360.com, 3 insurance technology trends for building customer relationships in 2017”, April 5, 2017

In today’s world, being a savvy marketer absolutely requires embracing technology. And as those technologies, related to everything from artificial intelligence, natural language processing and smart home technologies, continue to evolve applications are emerging that can have a transformative effect.  From an insurance industry perspective, some of the most exciting developments are those that are changing the way insurers interact with their customers.

Many insurers have struggled to apply technology and data effectively to build solid relationships with customers. Insurers provide a critical safety net, but customers usually don’t think about it until they need it, unlike for example their near-daily relationship with their bank. But insurers who embrace their unique role in their customers’ lives are finding new ways to reach out to them on their own terms and applying technology and data to deliver an exceptional customer experience at every stage of the customer journey.

Keep an eye on the following three technology trends, which have the potential to shape industry outreach and service delivery over the next year:

1.  Data-driven personalization gets a boost

Consumers routinely receive personalized offers and recommendations from retailers and entertainment platforms, and companies across industries are embracing personalization for a simple reason: it works.

A 2016 report from respected independent research firm Forrester called “The Untapped Benefits of Proactive Customer Communication” cites a 40 percent increase in customer satisfaction from personalized, proactive communication as well as a spike in the Net Promoter Score (NPS) of companies that use personalized outreach.

Insurers have traditionally lagged behind peers in other industries on using data-driven, personalized outreach. In part, that’s because so many insurance companies struggle with customer database accuracy. In the past, insurers’ contact with customers was limited to claim transactions and renewals, so insurance executives at many companies aren’t confident that their data is accurate and up to date, which is a prerequisite for personalized outreach.

An in-house or third-party data cleanup project can restore executive confidence and prepare the way for data-driven personalization. Any such effort should include securing customer preferences for contact across multiple channels (e.g., email, SMS, social media, voice, etc.) and gaining permission to engage customers on an ongoing basis. As the Forrester report indicates, there is a huge upside for insurers — and enormous benefits for customers.

2.  Insurers continue to find new roles for data

While personalization is a notable trend in data application, insurers are finding other roles for data that go far beyond simple outreach. Telematics is transforming the industry as auto insurers increasingly use it to get an accurate snapshot of how their customers actually drive, measuring miles driven, acceleration, airbag deployment, hard braking and cornering, etc. This gives underwriting teams hard data to make sure premiums align with risks.

Property and casualty insurers are also looking at new ways to use data generated by smart home tech and the Internet of Things (IoT) to prevent losses. Connected sensors can transmit data to insurers in real time, triggering a communication platform to contact customers or their preferred vendors about a situation such as a water leak or temperature change, allowing them to nip potential problems in the bud and prevent a major loss.

Taking the opportunity now to lean which technologies are available, and communicating their benefits to clients and prospects can certainly differentiate your agency from the competition.

An in-house or third-party data cleanup project can restore executive confidence and prepare the way for data-driven personalization. Any such effort should include securing customer preferences for contact across multiple channels (e.g., email, SMS, social media, voice, etc.) and gaining permission to engage customers on an ongoing basis. As the Forrester report indicates, there is a huge upside for insurers — and enormous benefits for customers.

3.  The micro-moment becomes the battleground for brands

Google defines the micro-moment as the “intent-driven moments of decision-making and preference-shaping that occur throughout the entire consumer journey.” Micro-moments are also becoming the new battleground for brands, as companies seek to position their services in the top spot when customers search for information and make decisions about purchases.

 

Insurers are reacting by placing personalized information on mobile-friendly platforms, which is a good first step since so many searches originate from mobile now. But owning the micro-moment requires an omnichannel strategy. For example, the ability to respond to a quote request via an automated voice or text message or deliver a notice to a mobile phone when a claim is processed can be important assets in the battle to win the micro-moment.

Tags:  agency  digital  insurance  marketing  Social media  technology  trends 

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