8 Questions to Roadmap Better Customer Journeys
Consumers are turning to online sites for insurance needs 33% more often. However, once on your website, your customers face a myriad of basic obstacles like login issues or accessing policy details. In fact, more than 1 in 3 people have encountered a basic problem when doing business with an insurance company online.
You can create more successful and satisfying digital customer journeys with proactive guidance. Better customer experience anticipates needs, decreases contacts, and builds confidence in purchasing decisions. This is the type of digital experience consumers expect, but in reality, it’s the exception not the norm.
In a recent Insurance News Net article, 11 Ways To Improve The Customer’s Digital Insurance Buying Experience, goMoxie’s SVP Tara Sporrer shares how to keep your customers engaged and satisfied with exceptional digital experiences.
“Consumers increasingly expect that companies will anticipate their needs and offer guidance at the right time. Whether it’s advertisements that appear on social media or suggestions for movies based on their streaming habits, today’s consumers have become accustomed to receiving relevant information from the companies they do business with,” Sporrer said.
Here are eight questions you can ask yourself to roadmap better customer journeys:
1. What is your overall mission?
Keep your “why” in mind. Be very clear about why you want to continually improve the digital experience for your customers. Once you have this answer, use it as a guide to take action based on your goals.
2. What are your customers’ demographics?
Determining the demographics of your customers are important to understanding how they purchase products and services online. You can use that information to create experiences that are personalized while also ensuring that your products and services are appealing to your customers.
3. How can you replicate a high-touch experience in a digital world?
Aim to provide a “human-touch” experience in your digital channels. Encourage your representatives to reach out when they encounter questions or friction points from customers and apply those learnings to replicate proactive guidance in the digital space.
4. How can you use your available data to drive decision making?
You can turn to data for business and customer insights. Data can let you know when and where customers struggle to do business with an organization. By capturing questions, feedback, frustrations and praise along with the specific page where the struggle occurred–across millions of contact center engagements–you can consistently improve the online customer experience.
5. How can you iterate and improve?
Constantly making your customers happy online means your work is never done. It is an iterative process. Ask yourself: What are my customers doing and how can I create hypotheses to eliminate any friction? Being able to quickly solve your customers’ struggles will drive your digital maturity to the next level, ensuring you meet goals and that you acquire and retain customers.
6. How can you communicate proactively?
The best place to catch a potential friction point is before it happens, or just as it starts becoming a problem. Get in front of the customer struggle, such as with a proactive message when someone has errored out twice on a password — before they go to lock out.
Proactive communication empowers your customers to effectively self-serve and increases their confidence in interacting online. As an added bonus, it also decreases the load on your agents.
7. How are you educating your audience?
Let’s face it, insurance can be confusing for many consumers. Offering education and simplifying the process for your customers will make their lives easier and cement their decision to buy your products and services.
8. So, what now?
Whatever you do, don’t freeze in fear. Start small by picking a place to begin your proactive digital engagement journey. Create a hypothesis, implement and test it, quantify return on investment, and iterate as you learn.
What steps will you take to answer these questions and ensure your customers have a seamless experience online?