You’ve seen the commercials for various insurance companies who tout their mobile capabilities: get insurance quotes, compare quotes, access FAQs, request roadside assistance, make an online payment, access a digital ID card, even contact your agent via email or voice. These are all common services provided by most enterprise insurance providers.
However, perhaps the most impactful mobile service for insurance policyholders is none of the above. So often, clients will have trouble reaching personal assistants when they have questions that can only be clarified by a live person who understands their policy. Live, personal help for customers that is available anytime, anywhere is critical for delivering a true mobile experience. This is especially the case for health insurance. Today, health insurance providers require patients to wait on hold while dozens of others are being helped .
Consequently, many clients resort to asking their local broker to be a “good neighbor” and talk to the insurance company for them. While this is certainly a highly personalized customer experience, and the broker becomes a kind of advocate for the client, insurers still need to consider ways in which they can do a better job at providing more efficient, accessible live assistance. Even the brokers can benefit from receiving this improved service from their carriers.
While mobile self-service is a piece of the efforts to be more neighborly and deliver more accessible service, and customers are generally comfortable with it, they still express the need to interact with an individual. This is understandable, considering the confusing insurance language; navigating the insurance world can be like watching a foreign film without subtitles. Live chat, virtual assistance, social customer service, and mobile messaging can provide help to the customer in their hour of need – giving personal, real-time communication without the customer waiting on hold.
So, kudos to those companies who have made it possible to assist their customers anytime, anywhere, through mobile self-service. After all, it is the first point of contact for most clients. But let’s not forget the need for the human touch when it comes to something as personal as insurance. Giving the policyholder this kind of mobile access to a real person encourages more frequent interactions, thereby fostering a deeper level of customer/brand relationship. Deeper relationships lead to loyal relationships. And isn’t that the bottom line?