Customer service and customer experience are both massive players in the insurance industry. If you want to establish a successful relationship between your customers and insurers, companies will meet customer demands in each customer journey phase.
Roughly 60% of insurance executives will rank customer service experiences as the number one factor influencing competition. However, let’s not forget that inquiries in the insurance industry are usually conducted when customers experience issues and are frustrated.
What’s the “magic” formula to finding out what your customers are forced on in your brand? Let’s dive deeper into this article to find out!
6 Marketing tips to follow for improving the customer experience in the insurance industry
1. Use auto insurance
If your business owns vehicles, you can’t disregard auto insurance. Maybe you are wondering how auto insurance relates to the customer experience? Well, it does affect customers in many ways.
For example, if you own a trucking business, you’ll be obliged to use auto insurance. Auto insurance is important because of the following reasons:
- It can cause bodily injuries to you or even others (may include your customers)
- Physical damage to someone’s property (unintentionally)
- Physical damage to yourself and your vehicle
If you own a trucking business, you can protect it by either conducting commercial auto or general liability insurance. Nevertheless, most trucking insurance companies will consider using hot shot insurance. If you are considering using this type of insurance, you will need to follow the hot shot truck insurance requirements, which are:
- Requires a minimum of $750,000 in liability coverage
- You have to carry at least $5,000 of cargo insurance
- You will need an MC number in case you consider crossing state lines
- You are obliged to have an International Registration Plan (IRP) for your trucks and a Permanent Trailer ID (PTI) for your trailers that connect to them
2. Become more customer-centric
Depending on where your business is in the maturity model, insurers need to identify how they will transform their insurance strategies and tactics to become more customer-centric. Other than auto insurance, there are two important CX strategies that insurers need to follow:
- Frictionless Insurance: Insurance is complicated for intermediaries and carriers who need to sell insurance policies. After all, if you are running a business, you need to have connected processes, which are essential for growing your business. In order to simplify the procedures for users, insurers need to consider investing in digitalization or core function replacement.
- Multiple channel engagement: Customers don’t only want to interact with insurance providers on one channel, but multiple ones. Customers love to communicate through social media and as of now, roughly 70% of insurers are using social media channels for communicating with their customers. Regardless of where insurers communicate, they can continue to provide a quality experience, so customers receive adequate information.
3. Consider pay-per-click advertising
Competition is relatively high in the insurance industry. Most people are seeking to purchase insurance that offers a good deal. While they look for the best deals on Google, you don’t want your website to rank low or not rank at all on Google.
We know that Google’s algorithm continuously changes, but don’t worry too much.
Pay-per-click (PPC) advertising is an excellent way of addressing these issues and ranking higher on Google’s site. Pay-per-clicks offer specific keywords you can use for your insurance company and expose it to more people worldwide.
4. Build a professional network
Developing a professional network is an excellent way to grow your business. Most of the contact nowadays occurs online and you can take significant advantage of it.
Nevertheless, you can start collaborating with other agencies specializing in different types of insurance and consider finding mortgage lenders and real estate agents. These clients are most likely in need of your product or service.
Once you’ve introduced yourself to new people, be consistent with it. Find ways to add value to your partner’s business and you’ll see improvements and referrals coming your way faster than you think.
5. Don’t forget about content marketing
Content marketing in insurance companies is an essential part of marketing. Do you want to drive traffic to your site and increase your leads? Content marketing allows you to achieve more if you stay on a consistent path.
Nevertheless, content marketing gives you an edge in sharing your industry expertise with your audience; sometimes, finding the available policy options may take time.
By creating content, you are helping clients and prospects understand their coverage options, blogs, guides that can deliver enduring values.
6. Train your team
Customer service strength is directly linked with your team. As new technological advances occur and provide opportunities for collaboration, technology enhances human agents, but can never replace them.
Humans created the technology you have, so it can’t be more powerful than them at any cost.
All your advisors should have adequate tools for feeling supported, equipped and able to provide customers with the value they ask for. Your customer strategy should involve proper training of advisors to use digital tools with confidence and ease.
Nevertheless, this way, they can deliver exceptional customer service that increases customer satisfaction.
The whole idea of improving customer experience
The customer experience is essential and altering your marketing strategy to comply with it is highly important. The better your customer experience, the more comfortable you’ll take on new clients.
Improving the customer experience depends on several factors, from training your team, to using auto insurance and becoming more customer-centric. At the end of the day, it’s important that you entirely understand your customers and shift your entire focus toward them.
We all know that if it wasn’t for our customers, we wouldn’t be where we are today.
About The Author:
Tony Ademi is a freelance SEO content and copywriter. He has been in the writing industry for three years and has managed to write hundreds of SEO-optimized articles. Moreover, he has written articles that have ranked #1 on Google. Tony’s primary concern when writing an article is to do extensive research and ensure that the reader is engaged until the end.
