Other parts of this series:
- The omni-channel opportunity: Transforming the Insurance Contact Center Customer Experience, Part 1
- A five-step plan for transformation: Transforming the Insurance Contact Center Customer Experience, Part 2
- Digital experiences and innovative technologies: Transforming the Insurance Contact Center Customer Experience, Part 3
- Technology and talent: Transforming the Insurance Contact Center Customer Experience, Part 4
As insurers strive to redefine the insurance contact center, two steps are crucial: defining a digitally blurred customer experience and integrating technology into the strategic vision.
Many insurers are striving to redefine the insurance contact center—and more broadly, improve the customer experience they deliver across channels. Accenture has outlined five steps to help insurers transform the contact center. Last week I discussed the importance of having a clearly defined strategy. This week, I’ll share the next two steps.
Step 2: Define and design a digitally blurred experience
After defining their overall insurance contact center strategy, insurers should:
- Define and design a digitally blurred customer experience—one that offers a customer experience that reflects today’s omni-channel reality.
- Identify customer journeys—the channels that customers use and the types of interactions they use each channel for.
- Clearly articulate the overall channel strategy.
With these three pieces in place, insurers can focus on building out the tools and technologies needed to achieve this vision.
Notably, customers expect personalized, contextualized experiences, and once a customer has provided information to an insurer, it should be captured and shared across channels. That also means equipping contact center representatives with a customer’s contact history, account details and preferences. Doing so can enable them to better understand customers and serve their insurance needs.
Step 3: Integrate innovative technologies within the strategic vision
Having identified the tools and technologies they’ll need, insurers should establish a target state for their contact center. The target state should provide insurers with an integrated view that provides agents, customers and contact center representatives with the knowledge they need—in real time. It should also strive to automate processes wherever possible, utilizing technology to help people provide personal attention to customers.
That can be easier said than done. There are many challenges in achieving such a target state. Chief among them: the complexity of implementing many technologies, each of which requires orchestration, integration and alignment with business objectives. One key to success is referring back to the contact center strategy (established in step 1), which can help insurers prioritize initiatives and ensure they don’t get lost in the details.
Many thanks to my colleague John McNally for sharing his guidance on how to transform the insurance contact center. To learn more, register to download Transforming the Insurance Contact Center Customer Experience (PDF).
- Email me to discuss how Accenture can help you define a digitally blurred customer experience.