An insightful webinar looked at the importance of “every customer touchpoint”, as insurers consider how technology can improve communication strategy. 

The Insurance News webinar, sponsored by Guidewire and Smart Communications, addressed the role of proactive, personalised communications to improve trust, and the importance of having systems that help adjusters and claims handlers show compassion and empathy after customers experience a loss.

Expert speakers were Guidewire insurance product owner professional services Michelle Abro and Smart Communications VP of marketing in insurance Eileen Potter. The discussion was moderated by Insurance News editor-in-chief John Deex.

Ms Potter said independent research commissioned by Smart Communications shines a light on what drives customers to purchase a new policy or renew coverage.

“We found that 84% of insurance customers say the communications they receive from their insurer are a really big factor in their experience, and 67% of those customers would switch if communications did not meet their expectations.”

She compared the ideal customer relationship to “talking to an old friend”.

“Even if you haven't spoken in a while, it feels like you've just talked yesterday. And that should be the bar for insurers.

“When a customer has a loss they want to feel that we already know them, and we're ready to help them, just without missing a beat.”

Ms Abro said 80% of customers indicate they would switch insurers if they didn't have a positive claims experience, but added successful communication is about much more than just claims.

“Many insurers view the payment of the claim as the finish line, but for a customer it's the beginning of their new perception of ... what the value of insurance is.”

Both talked in depth about how technology and AI are opening up new communication channels for insurers.

“I feel like insurance is both transactional and relational,” Ms Potter said.

“Technology can help insurers manage that transactional side more efficiently, so teams can show up fully for the relational moments that really define customer experience.”

If you missed this informative discussion, the 40-minute webinar is available below.