Offices, agents, brokers, websites, social networks, computers, tablets, mobiles... There are currently dozens of channels and means of communication to relate to the most important thing for an insurance company, the customer.
But... what is omnicanality? It is defined as the continuous integration of all existing communication channels in order to offer a better customer management, facilitating interaction and offering a totally personalized experience regardless of the medium.
The idea is to give another twist to the term multi-channel, which refers to the set of channels available to the company to interact with the customer, without going into the centralization and communication between the different channels or the permutation from one to another.
One of the main objectives of omnicanality is to offer a transparent experience to the customer, regardless of the channel used. This allows you to switch from one to the other, depending on the customer's needs, without noticing the difference.
As a result, it provides great agility when it comes to making the desired arrangements, assuming the wide variety of profiles and users with whom to interact.
Currently, the implementation of omnicanality is one of the main problems faced by insurers, as adopting omnicanality at the company level is a difficult and far-reaching issue. Moreover, it seems to be an issue that is not a priori linked to the business of an insurer as such, although its contribution to the achievement of the objectives is fundamental.
The adoption of omnicanality is not a free process, it requires an initial investment in analyzing how to carry it out, the technologies needed to do so, which channels are going to be promoted, study of the clients, training, development, etc. However, its benefits are numerous and the investment can be recovered and overcome in the short term.
The following are some of the processes that must be carried out to achieve omnicanality and the benefits they bring to both the client and the company:
- Centralization of data: Existence of a total independence between the data and the channel used by the client, which provides robustness and allows its study through the Big Data facilitating decision making or market research.
- Improve the user experience: Focus efforts on unifying, standardizing and optimizing the customer experience. The interface should be simplified by making the customer experience unique across the channel, making it easier to use and thus increasing the number of users to reach.
- Cost reduction: By enhancing digital channels with a complete, scalable and secure technology platform and standardized development processes and reducing technical debt.
Once the need to carry out a digital transformation strategy with the aim of achieving omnicanality has been assumed, all that remains is to decide how to carry it out. It is an arduous but necessary path that brings an infinite number of benefits to both the company and the client.
