3 seconds. That’s the record time for a customer to receive a pay-out after filing a claim.

Granted, this was made possible by an AI bot that can handle thousands to billions of operations in a second, a level of speed where most insurers can’t compete with.

But what if there is a solution out there that provides just as  great an experience as an AI bot?

You already know it. It’s omnichannel customer support — a strategy where happy customers flock to social media, gushing over the hyper-personalized and accessible service they just experienced.

What is Omnichannel Customer Support in Insurance?

To Dylan Max, it means seamless interactions. 

The Marketing Manager of Netomi, an AI company that provides customer service for insurers, says, “Omnichannel support is more than offering support in every channel your customers want to find you. It also means offering seamless transitions between channels for your customers’ ultimate convenience.”

Hussain Al-Mutawakil from SAHOURI has a unique opinion. He says, “Omnichannel customer support is the strategy of committing to being present wherever the clients are or are going to be.”

The family-owned agency makes the most out of technology without stripping away the personal touches of customer interaction.

“We like clients to think of us as personal advocates who they can call or visit any time. We also want to be an accessible firm that communicates through convenient channels when necessary.”

Hussain Al-Mutawakil
Marketing Manager 

Whether it’s an in-person meeting, a phone call, or an SMS — customer interactions in multiple channels are a part of a unified customer journey.

QuickQuote Insurance Specialist, Melanie Musson, echoes the sentiment. She shares, “Omnichannel support is an effort to mimic that ability to shift between modes of communication.”

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QuickQuote: Humble Insurer With Essential Systems in Place

QuickQuote is a small insurance company with simple, direct needs. It uses phone, SMS, live chat, and email to support customers.

“Our strategy is to store customer information in a document file, which can be accessed by those working in every communication mode,” reveals Musson. 

Whenever a client asks a question in an email, all the customer service agent needs to do is look up the file to get up to speed with the conversation they had with the last agent.

“This way, they know what steps have been taken to resolve the issue and decide what to do next.”

SAHOURI.: Family-Owned Agency With a Human Touch in Every Touchpoint

Here’s a brief breakdown at the insurance agency’s omnichannel customer support strategy.

omnichannel customer support for insurance includes phone, email and live chat

The agency also uses SMS when sending timely or critical communications.

Al-Mutawakil admits it’s hard to ensure an identical experience in all channels. What they do is put their advocates in place: “We document, document, and document. We have a smart CRM in place that our staff is trained to use. Every client touchpoint is documented to ensure communication flows one way and that questions aren’t repeated even when an advocate is out of office, or even if they’ve left the firm.” 

By practising this approach, Al-Mutawakil reveals, SAHOURI. ensures the next advocate efficiently steps into a conversation without missing a beat.

“We let technology do its best, so our humans can do what they do best.”

3 Big Tips for Implementing Omnichannel Customer Support For Insurance Companies

1. Keep Everyone in the Loop

Musson shares, “The biggest tip is to find a way to communicate between every person in every customer service position so that you can provide seamless communication as one.”

The Insurance Specialist recommends these practices for seamless communication:

seamless communication for insurance

“Customers get frustrated when they have to repeat conversations. To a customer, a company is one entity. They expect responses as they would get from personal communication with a friend.”

2. Go to Where Customers Are At

Identify your customers’ favorite channels, and ramp up your customer support accordingly. 

It may be tempting, but avoid removing an unmanageable support channel especially if it’s a channel your customer really wants. 

Max advises, “There’s always a better way to scale your efforts, like incorporating an AI support solution.” 

3. Invest in Customer Research

Al-Mutawakil cautions insurers against copying strategies even from their best competitors. “Chances are, you have different market segments,” explains the Marketing Manager.

A good rule of thumb: Have a thorough understanding of the demographics and psychographics of your clients.

different demographics and psychographics of insurance clients

Al-Mutawakil shares a few examples:

  • Do your clients prefer desktops or mobile phones?
  • Are your clients mobile-friendly?
  • Do your clients prefer emails or SMS?
  • What are your clients focused on? Price or service? 

Answers to these questions indicate the key factors they’re prioritizing on, and you’ll know whether it’s the right time to invest in customer support tools.

“If they’re fixed on price, omnichannel service capability and turnaround time are likely not on top of their priorities.” 

Omnichannel Customer Support for Insurance: The Key to Providing a Positive Experience 

Everyone in the value chain needs to speed up. 

To resolve enquiries faster, customers need to be able to pick up where they left off on one channel and continue the conversation on another easily.

The next time you assign your agent to a new claim case, take a few steps back and ask yourself: Is your current tool helping you and your team do your best work? 

If not, start implementing these new tips. They can make the claims process a lot smoother, and raise your customer support KPIs by a star or two. 

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