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Building end-to-end digital customer journeys in insurance

Building end-to-end digital customer journeys in insurance | EasySend blog
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4 minutes

The insurance industry has struggled to keep up with the ever-changing digital landscape. One of the challenges has been the evolving insurance customer journey that demands a level of interconnectedness and customer centricity that insurance companies are not used to.

Many processes and systems within insurance organizations are still disconnected, making it difficult to provide a seamless, end-to-end customer experience.

In order to meet the needs of the digital insurance customer, insurers must break down silos and connect disconnected systems. Only by doing this can they hope to provide the level of customer experience that customers now expect.

Obstacles to providing a digital customer journey

There are a few key obstacles that insurance companies face when trying to provide a digital customer journey:

  1. Lack of customer centricity: Too often, insurance companies are focused on their own processes and systems instead of the customer. The need to shift the focus to the customer is especially strong in the digital age, when customers are expecting a personalized, seamless experience.
  2. Disconnected systems: One of the biggest challenges for insurance companies is that their systems are often disconnected. This makes it difficult to get a complete picture of the customers and their needs.
  3. Fragmented data: To provide a personalized, digital customer journey, insurance companies need data. However, this data is often siloed within different departments or systems, making it difficult to access and use.
  4. Lack of agility: The insurance industry is notoriously slow to change. To meet the needs of the digital customer, insurers must become more agile and adapt to change quickly.
  5. Siloed organizations: One of the biggest challenges for insurance companies is that their departments are often siloed, with little communication or collaboration. Different lines of business often have different goals and priorities, making it difficult to provide a cohesive customer experience.

How digital data collection can transform digital customer journeysin insurance

To remain competitive, insurers must break down silos and bridge disconnected systems to enable an end-to-end digital customer journey.

The first step is to re-evaluate how customer data is collected in the first place. Too often, insurance companies rely on manual data collection methods, ranging from paper and PDF forms to labor-intensive data collection in the call center.

These methods limit the potential of customer data to permeate throughout the organization. Not only is it difficult to get a complete picture of the customer, but data entry errors are common, leading to inaccuracies and inconsistencies.

Data intake journey in insurance | EasySend blog

Features of data intake journeys

Real-time validation

Data entry errors are a common problem with manual data collection methods. Real-time validation can help to reduce these errors by validating data as it is being entered.

This ensures that only accurate and complete data is captured, saving time and resources.

Automated workflows

Another benefit of digital data intake is the ability to automate workflows. This can help to speed up processes and reduce the need for manual intervention.

By automating workflows, insurance companies can respond to customer needs more quickly and effectively.

Seamless integration

Digital data intake should be seamlessly integrated with insurance company systems. This will allow customer data to flow freely throughout the organization, making it accessible to those who need it.

By ensuring that data flows freely throughout the organization, insurance companies can provide a more seamless customer experience.

Customer-centric

A digital data intake solution should be designed with the customer in mind. The goal should be to make it as easy and convenient for customers to provide their data as possible.

Interactivity

Digital data intake solutions should be interactive, allowing customers to provide their data in a way that is convenient for them.

This could include the ability to fill out forms online or provide data through a chatbot, or getting real-time assistance from a customer service representative.

Digital data intake allows insurance companies to personalize the customer experience. By collecting data on customer preferences and using it to tailor the customer journey, insurance companies can create a unique experience that is tailored to each customer’s specific needs.

Unifying the customer journey

By using digital interactive forms with e-signatures, insurance companies can reduce the friction often associated with data collection. This will create a more seamless and unified customer journey.

Intelligent data capture

In addition to being customer-centric, a digital data intake solution should also be intelligent. This means that it should be able to automatically capture data from a variety of sources, including emails, PDFs, and images.

Powerful data analytics

Data is useless if it can’t be analyzed and used to make decisions. A digital data intake solution should offer powerful data analytics capabilities, so that insurance companies can make the most of their customer data.

Digital data intake is a necessary first step to enable the end-to-end digital customer journey in insurance. By breaking down silos and connecting disconnected systems, insurance companies can provide a more personalized and seamless experience for their customers.

By shifting to digital data collection methods, such as interactive digital data collection UIs with built-in electronic signatures, insurance companies can reduce errors, save time, and improve the customer experience.

Vera Smirnoff
Vera Smirnoff

Vera Smirnoff is the demand generation manager at EasySend. She covers digital transformation in insurance and banking and the latest trends in InsurTech and digital customer experience.