With customer experience to innovation
As an almost reflex response to digitisation, companies have built customer portals. Many insurers have done their homework in this regard, thereby improving internal processes and permanently reducing costs. However, in the needs pyramid of insurance customers, such customer portals now figure at the lowest level: they have become commodities.
Customers now assume it is a given that an insurer will provide a good customer portal. In order for insurers to be able to put this into practice, the customer experience at insurers must become a strategic obligation. Due to the consistent focus on the customer experience, it is not only breaking points that become apparent in processes and customer journeys. Professionally-run customer experience management also reveals innovation potential at all levels. The consistent taking of the customer perspective thus reveals, for example, blind spots in the depth and breadth of products and services. Insurers must first and foremost say goodbye to silo thinking in their own companies. Once this has been successfully eliminated, insurers have to not only think outside the box in terms of their own value chain but must also look beyond the industry boundaries.