Your digital service options provide a cost-effective, increasingly preferred channel for your customers to interact with your brand. A bad or challenging experience with those channels, however, can turn those customers away and steer them towards more costly avenues.
There are numerous reasons why satisfaction can decline, but there are three main ways to combat this dip:
Strategy 1: Go all in
Creating a sleek and stylish digital experience does not guarantee higher customer satisfaction. In a comparison between traditional insurers and Insurtechs, InsurTechs outperform on the research policy information metric, but traditional carriers are performing as well or better on all other key factors. Traditional insurers perform particularly well on ability to make digital payments, ability to locate contact information, and ability to make profile updates.
How can you take the lead? Focus on creating a high-quality interface that combines visual appeal with access to the right information and human support.
Strategy 2: Be their guide
Digital channels present an incredible opportunity for added customer value. For example, providing guidance on retirement plan websites and apps increases overall customer satisfaction by 178 index points.
What should you do? Don’t wait for your customers to initiate contact, use digital insights to proactively provide information aligned with their goals. This type of forethought can boost satisfaction, loyalty, and empower customers to solve problems independently.
Strategy 3: Make it Personal
Personalized digital tools can have a big impact on customer satisfaction. When banking app customers actively engage with three or more personal financial management tools, such as credit score monitoring, spending analysis and budgeting tools, overall satisfaction scores rise 127 points vs. when these tools are not offered.
How can this be done? Create a digital space for each customer that feels tailored to their needs. Utilize digital tools such as personalized welcome screens, create custom content fit for each user, and have up-to-date details about their accounts and claims.
Key Takeaway
Despite satisfaction dips, you can reverse this trend by adopting a consumer-centric approach. Evaluate digital experiences with a "what's in it for me?" mindset, focusing on tools and personalization that enable customers to easily find information. Addressing customer needs with ease will keep them coming back for repeat business.
Ready to enhance your digital self-service goals? Reach out to our team today!