Today most companies operate in very competitive connected markets, where there is hardly any difference between the products and services offered between companies in the same sector, with the exception of price. On the other hand, we find an increasingly demanding client who is well informed about the different offers on the market and with very high expectations.
We live in the era of the client, in which the strength of the consumers demands a total orientation to their needs and for that reason from the small shops to the big companies, they compete to catch new clients at the same time that to fidelize the existing ones, offering them a great range of services that satisfy their expectations, keeping in mind that as much the catching as the fidelization of the same one does not happen only to offer him those services that need, but that also happens to generate in their clients emotions and experiences that unchain positive opinions, which affect the reputation of the company.
In previous posts we talked about the importance of defining the Customer JourneyThis way, we identify the existing processes and the interaction of our clients with the company. When defining these processes we start from a need to reach a solution, if we stay here, we can guarantee that we have a defined process to give solution to the problems or needs of the users, but at no time have we asked ourselves how they feel.
It is possible that we have provided a solution to your problem, but that in order to reach such a solution the client has also gone through moments of dissatisfaction, which will be the ones he will really remember from his relationship with the company.
It is therefore important that we stop to reflect on the emotions of our users and define as a company a strategy of Customer Experience, whose purpose is to generate positive emotions in them. When defining the value chain of the Customer Experience, 5 important steps must be identified:
- Generate the brand promiseexplaining to customers not only what we would like to be, but what we really are.
- Define the interactions we want to have with the customers.
- Knowing the experiences of the clients, thus identifying the emotions generated.
- Generate opinions positive feedback from customers, resulting in good memories.
At this point we can get a good reputation, which will influence the company economically. It is also worth noting that in the value chain, we start with the brand promise; that is, what the company says it is, and we finish with the reputation, that is, what the client says you are, so the similarity of both steps ensures that we have defined a good process.
We have that the insurance companies are with a great challenge, since not only they will have to dedicate effort to offer to the clients all type of products by different channels, but they will have to be able to generate experiences and opinions that impact positively in the reputation of the company, since the emotions generated in them are key in their circles of influence, which will impact economically in the insurance company.
Therefore, to achieve a positive and memorable customer experience, insurers will have to face 3 challenges:
- Knowing the customer : There is a growing capacity to know who our customers are and where they are. It is not enough with the information that the company has about them, but it is necessary to explore who they are specifically, what their hobbies are and what places they frequent, so that as an insurer we can anticipate their needs before a possible trip or house purchase,
- Omnicanality: During these years, insurance companies have worked to make their services available to customers through multiple channels, achieving multi-channel, but it is important to start talking about omnicanality with the aim that the customer chooses the channel that best suits him at all times, getting the same response from all of them.
- Real time: Last but not least, insurers must have mechanisms to respond in real time to the needs of their clients, since the immediate response will generate positive emotions in them.
Finally, solving these challenges will be key to achieving a customer experience that positively impacts on generating a good reputation for the company, and therefore, added value and economic gains. In these times it is important to keep in mind that there is no better advertising campaign than the positive opinions generated by customers in their circle of influence, and a happy customer is our best spokesperson.
