Build trust - and sell more coverage - with human CX in digital insurance

It’s never been easier to compare and switch insurance providers. In just a few clicks, they can see side-by-side comparisons and change providers. This makes the role of customer experience (CX) in insurance even more crucial. 

Let’s explore how prioritizing human-centered CX in insurance can not only foster trust and loyalty but also drive sales and revenue growth in a highly competitive industry.

The importance of CX in insurance

Gone are the days when insurance purchases were solely based on traditional sales tactics or brand reputation. With the abundance of information available online, customers are empowered to make informed decisions about their insurance needs. As a result, insurance companies must adapt by placing a strong emphasis on CX throughout the customer journey.

CX in insurance encompasses every interaction a customer has with the company, from browsing policies online to filing a claim or seeking assistance with account changes. In the digital age, where face-to-face interactions are limited, providing a seamless and personalized experience is vital to building trust and fostering long-term relationships with customers.

The power of human interaction

According to a Forrester report, Guided CX solutions allow users to “cut through the conversation clutter, to be better understood, and to connect emotionally.” 

While digital channels play a significant role in the insurance industry, they can’t replace the value of human interaction, especially during critical moments in the customer journey. Customers often seek human guidance during key touchpoints, such as:

• Online claims
• Online policy management
• Advisory selling

Online insurance claims are arguably the biggest opportunity to make or break CX in insurance. An Accenture survey of more than 6,700 policyholders  found that one-third of claimants were not satisfied with their claims-handling experiences over the past two years, and this dissatisfaction is a key driver to switch insurers.

Learn more about these three opportunities in our post, Online insurance assistance: 3 critical moments requiring human guidance.

By incorporating human interaction and empathy at these pivotal moments, insurance companies can establish a deeper connection with customers and differentiate themselves from competitors who rely solely on automated processes. 

Human agents have the ability to address concerns, provide tailored recommendations, and offer reassurance, ultimately enhancing the overall customer experience.

Driving loyalty and sales

Building trust and loyalty through human-centered CX not only strengthens existing customer relationships but also opens the door to upsell and cross-sell opportunities. When customers feel valued and supported throughout their journey, they are more likely to consider additional coverage options or refer others to the insurance provider.

Human interaction can also streamline the sales process by addressing customer inquiries in real-time and offering personalized solutions based on their unique needs. Whether it's suggesting supplementary coverage during the initial purchase or following up with relevant offers post-sale, human agents play a pivotal role in driving revenue growth and maximizing customer lifetime value.

Download the report: Digital insurance depends on human interaction to drive loyalty

Embracing human-centered CX with Glance

At Glance, we understand the importance of human interaction in the digital insurance landscape. Our platform empowers insurance companies to deliver personalized, real-time assistance to customers at every stage of their journey. From guiding them through policy options to providing support during claims management, Glance ensures a seamless and satisfying CX that fosters trust and loyalty.

To learn more about how Glance can revolutionize your insurance CX strategy, explore our CX solutions for insurance today.