Borrowing a line from James Carville's presidential campaign advice, “It's the economy, stupid,” we have to grasp the real supply of sustained growth and tell ourselves, “It's the client experience, stupid.” Can we awaken and focus on the customer experience? Do we truly understand what they need? Do we understand that customer experience isn't just about technology, transactions and 24/7 availability? Shall we be prepared to exceed the processes and needs of the insurance company and check out insurance externally in?
As you might have noticed, we're increasingly residing in an experience-driven culture instead of a possessions-focused culture. In May 2021, Groupon launched an advertisement campaign all around the “Haves and Have Dones.” It is a funny lampoon of these people who seek luxurious things vs. those people who are looking for adventures and experiences. This cultural focus on doing more and buying less isn't new; it is simply gaining traction. The implication for insurance coverage is that customer experience is more relevant than ever before because great experiences are sought after.
Insurers desire to make their brand experiences into havens of ease, comfort and security that also fit into customers' desired lifestyles. To dig deeper to understand, insurers need to create customer personas and develop customer journey maps which will bring empathy into experience design.
Personas – Bridges to Empathy
Customer personas synthesize real-life examples into one, easy-to-understand picture of a common role or person. For example:
This is simply a slice of a persona. It instantly transports us into the shoes of that customer type, to ensure that we are able to begin to see life from behind his eyes. When we know Roger's motivations, worries and life pain points, we are able to better craft his customer journey.
Personas simplify business conversations. If we all understand Roger's needs, we are far more prone to agree by what it will take to make his experiences better.
We can replicate this many times over and done with any kind of role that is highly relevant to the insurance experience. Every time we do, we'll get beyond our tendency to see customers as giant groups to capture a person's feelings during moment-by-moment needs and choices.
Once the persona is created, a person journey map can be developed. It is difficult to create the one without the other. The persona operates as the constant filter of feelings and problems that provide the real empathy in the end consider what the journey appears like.
Customer Journey Maps – Paths to Understanding
Journey mapping is just what it may sound like – walking through the customer experience with the persona's eyes and in the persona's shoes. For example,
Slicing your way into common interaction and reaction points can help insurers see in which the journey has hurdles. What aren't we seeing in customer support surveys? What parts of the journey can we improve? Can there be any part of life in which the persona is prone to dislike their insurance experience?
This is where journey mapping takes care of for insurers. Our goal would be to give the customer a brandname experience that exceeds expectations, even when that have requires less interaction as well as whether it changes the nature in our relationship. We simply need to be watching what the experiences are and what they may be.
Tesla makes a great example of an organization translating customer personas into customer journeys after which into improvement in customer experience. Sooner or later, Tesla executives must have asked, “How are we able to improve auto ownership for Tesla customers?” The solution was to bundle the automobile, its insurance and its maintenance (which it is actually experimenting with in Asia). In one step, Tesla removed countless transactions from the owner over the lifetime of the vehicle, consolidating payments and creating a lower-stress experience. An individual like Reema might like the idea that coverage and ownership are all-in-one.
How can insurers take advantage of customer journey mapping? Precisely by doing what Tesla did – using the maps to revamp the knowledge. You might insure small businesses. Exactly what does a full day seem like? What exactly are their common risks? What happens when something goes wrong? What is the way to move their brand experience from best to great?
Redesigned Experiences – “That brand fits me”
It's an experience, not really a transaction. If insurers adopt the mindset that we are shifting from core transactional experiences to customer experiences, they will instantly have the ability to brainstorm new methods for supporting the customer. These might fall outside of traditional insurance operations.
It's an event, not a technology. If sensors within my basement notify my insurer which i have water damage and mold and also the company schedules remediation without my creating a claim, then my experience has improved and my loyalty has been assured. Likewise, if my auto insurer sends us a message to place my car in the garage due to an approaching hail storm, the company is looking out for my welfare and it has improved my experience. These could be benchmark experiences for customers. They will use new technology, but they are still focused on the knowledge.
When we concentrate on the customer experience, we peek into customer minds and feed our own opportunity list with inspirations based on their thoughts, actions and feelings. We introduce a loop of feedback and improvement which will provide sustainable growth. And, we unify our organizations behind a culture of empathy and action. A focus on customer experience can give customers brand love – and that is concerning the best result we're able to ask for.
