Catching Insurance Customers with Honey, Not Vinegar
Americans have a more complicated relationship with insurance than Ross and Rachel do with each other. Over a third are satisfied with their healthcare coverage, while half of those same customers are actively seeking new auto insurance. It’s impossible to satisfy 100% of your customers 100% of the time, but recent events have thrown customer dissatisfaction into the global spotlight, and it’s up to the industry to respond.
Companies are nothing without their customers, and in a free market economy, not even insurance companies are insured to keep their members happy. While the feelings people have towards the insurance industry are as complicated as the industry itself, it can still get better, and the tips below can show you how:
Name, not numbers: No one wants insurance until they need it. By the time customers are having their claims assessed, they are already having a bad day. A little bit of kindness goes a long way when someone is already down. Encouraging client-facing personnel to have empathy will let customers know that your company isn’t a faceless entity, but a collective of people who care.
No man is an island: When managing your organization, it can be easy to forget that you’re not alone in this. Look to your peers and learn from their mistakes and accomplishments. Open communication between competing companies might seem counterproductive, but strategizing with like-minded individuals is a great way to prevent repeating history.
Humans are better than robots: Have you ever thought to yourself, “Wow, I’m sure glad humans were not involved in this?” Of course you haven’t. As useful of a tool as artificial intelligence (AI) can be, its current technology leaves much to be desired. Errors, frustration, and general confusion over AI’s decisions will not leave customers with a good impression.
Knowledge is power: 86% of Americans claim to have a strong understanding of their policies, but only half actually do. No one knows what they don’t know, and being transparent with information builds trust. Encourage customers to meet with their agents on a semi-frequent basis to stay up to date on not only changes within a certain company’s policies, but changes in the insurance industry itself. There’s nothing more frustrating than being on the wrong end of someone’s misunderstanding.
A few tips and tricks won’t change America’s feelings towards the insurance industry, but it’s a good start. Complicated doesn’t mean bad, but it does mean it can get better.
Insurance companies have made a business of getting people through tough times, and it’s time for the insurance industry to show themselves the same amount of care.
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