By Julie Zisman, Director of Marketing —
Right now, I'm working on a survey project to understand how insurers balance the requirements of agents versus consumers. It has to be tough managing a business that has two distinct audiences with competing needs. I'm told it ultimately boils down to the quoting process. In a highly competitive market, an insurer's conversion from marketing touch to policy holder is paramount and understanding the impact of obstacles in the customer experience can make or break your company. It's even started to penetrate acquisition marketing.
Take a look at Esurance's current marketing campaign, "Technology when you want it. People when you don't." What an ideal example of appealing to the customer's needs regardless of channel. However, Esurance's approach to improving its customer's experience didn't end with its marketing campaign. It extended its philosophy of meeting its customer's needs regardless of how those customers chose to interact to its entire business. You can read more about how Esurance delivers a simple, fast, and seamless insurance buying experience—which helps it grow online revenues while reducing support costs—by clicking here.
At this point you may be wondering: Can an insurance company establish a competitive advantage just by optimizing its online channel? Here are some things you should consider:
By the way, to see how Esurance is benefiting from Customer Experience Management, have a look at the case study.
Right now, I'm working on a survey project to understand how insurers balance the requirements of agents versus consumers. It has to be tough managing a business that has two distinct audiences with competing needs. I'm told it ultimately boils down to the quoting process. In a highly competitive market, an insurer's conversion from marketing touch to policy holder is paramount and understanding the impact of obstacles in the customer experience can make or break your company. It's even started to penetrate acquisition marketing.
Take a look at Esurance's current marketing campaign, "Technology when you want it. People when you don't." What an ideal example of appealing to the customer's needs regardless of channel. However, Esurance's approach to improving its customer's experience didn't end with its marketing campaign. It extended its philosophy of meeting its customer's needs regardless of how those customers chose to interact to its entire business. You can read more about how Esurance delivers a simple, fast, and seamless insurance buying experience—which helps it grow online revenues while reducing support costs—by clicking here.
At this point you may be wondering: Can an insurance company establish a competitive advantage just by optimizing its online channel? Here are some things you should consider:
- Are you asking questions that are increasing the threshold for completing an online process? For example, will new drivers know what kind of insurance limits they will need?
- Can consumers and agents "game" your online process? If someone is quoting online for life insurance, can they change their age brackets to get a better deductible?
- When you have complex offers based on demographic details are they executing correctly? If you offer someone a discount at the end of an online quote is that discount carrying into your purchase process?
By the way, to see how Esurance is benefiting from Customer Experience Management, have a look at the case study.
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