The Customer Journey has changed, is unpredictable but still has a clear starting point. In the “Interest and Awareness” phase your team is working hard to make sure you are visible with a compelling message. And don’t forget step zero, your online presence. If you direct people to your web site, make sure it reflects your values. New customers can be found through social media, events (attending or hosting), networks, advertising and direct touch.
Converting those leads into customers requires speed, understanding the need, creating the right experience and dedication.
On the other hand, customers sometimes need physical help and advice. Often the advice that is required becomes more specialized in nature. A broker is looked at as a financial advisor or risk mitigator .
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Digital landscape, evolving expectations
Customers today are used to a plug and play mentality within an everywhere and every time world. As a broker, you must be available always and all-time, ideally 24/7 for specific cases. In the past, this presence was only possible on a physical way: through email, phone or physical presence.
Today other channels can be used to diversify Customer Touchpoints: did you know that certain insurance carriers and partners primarily communicate through chatbots with their customers. You can link certain workflows to your chatbot and automatize communication until a certain extent.
Become risk facilitation leaders
More and more customers are being empowered to handle standardized risks themselves since there are ample content platforms available. However nonsystematic risks remain an important factor of everyday life and these are difficult to assess by regular customers. A broker should have access to individual customer’s data and should be able to apply analysis to this data and benchmark. Based on benchmarks and KPI from peer groups a broker should be able to assess to best outcome towards a desired course of action to take for any individual customer.
Sales Support - the changing role of advisors
The expectations towards customer services are high. You are expected to be available all around the clock with punctual and professional advice on every aspect of insurance. It is important that you as insurance advisor start leveraging the technology that is available.
Not only the usage of technology but also directing the customers to the right channels is important. In that respect, you will be supported with chat bot technology, digital platforms, social media screening devices as well as artificial intelligence to guide you through your day and turn over more volume than you have ever done before.
