Diffusing the Friction of Policyholder Communications
Blog: Kofax Journal
Most insurers readily agree that effective policyholder communications are essential for staying competitive, maintaining satisfied customers, and ensuring compliance. Trouble is you may be saddled with a complex infrastructure that’s built on an aging legacy system dating back 30 years or more.
Perhaps your organization has even stitched together a patchwork of packaged software solutions to support a variety of document automation, including mobile and online applications. Then you discover that implementation and integration weren’t as seamless as you’d hoped and still requires constant IT intervention.
Analysts estimate that large, document-intensive organizations have between five and eight document automation solutions. To further complicate matters, multiple systems sometimes run within each business unit and each one might drive a certain application type, such as claims, batch core system generated documents, correspondence, or contracts. Additional systems include separate mobile delivery and social media systems, which require staff to create duplicate content.¹
This can make even the simplest forms of customer communications cumbersome and inconsistent, with inevitable IT bottlenecks that frustrate internal teams and often leave your customers frustrated (not to mention vulnerable to preying competitors with a more modern digital advantage).
The goal is to create an agile system that adapts to your current situation and will continue to…
Click To Tweet
The good news is you don’t have to replace or retire your existing legacy system in order to digitally transform your policyholder communications efforts. By leveraging existing business applications with more advanced systems that enable rapid deployment and flexibility that allows you to grow with and incorporate new and emerging technologies, you can turn communications “friction” into a future-ready enterprise.
An ideal customer communications management (CCM) system touches every aspect of your business including underwriting, claims, premium accounting and customer service—all critical functions within the customer lifecycle. Eliminating manual or outdated gaps in any of these areas can significantly improve your competitiveness and create more meaningful customer engagement and experiences.
For example, business users and other experts can help you design and manage outbound communications that are easily transferred from print to digital as needed. This includes things like welcome packets and policies, premium notices and billing notifications, general correspondence communicating everything from special service and product offers, to renewal and anniversary notices, as well as claims packets and status notifications.
An agile, customer-centric communications strategy must have a built-in system for capturing and recording information about every customer’s history and preferences.³
Customers need to be able to quickly and efficiently access searchable documents no matter what device they happen to be using, or even initiate an application on one digital channel and complete it on another. Moreover, policyholders want highly personalized communications relevant to their unique lifestyles delivered in real-time and consistent across all touchpoints. Capturing and analyzing customer data to help you capitalize on their preferences—whether it’s receiving correspondence via postal mail or email—can go a long way in ensuring positive experiences that result in loyal, satisfied policyholders.
Creating a frictionless environment
Without a seamless and smooth customer communications management process, it is nearly impossible to eliminate the unnecessary friction caused when IT must divert attention from business priorities to create new templates for claims documents or outbound customer correspondence.
Integrating a strong and agile CCM system into your business environment can help you achieve a more productive and profitable policyholder communications program by addressing each of the critical factors driving digitalization.
Download a free copy of the eBook, Get Personal with Policyholders – Connect with Customers to increase Profit
1-3. The Insurance CIO’s Guide to Building an Agile Communications Strategy