The challenges of paperless communication

We have all received thousands of requests to eliminate paper correspondence. Almost every insurance company has explored ways to migrate their customers away from expensive paper documents. Successfully switching customers to digital delivery saves money on materials, production and postage. Yet not every generation is ready to eliminate paper documents. Unless the insurer has a clear strategy for keeping in touch with these customers, they risk cutting the important connection they have with them – the paper documents. The effect of this separation can be expensive. This is why outlining targeted communication strategies, with the objective of enhancing connections with each customer demographic, is critical.

Sending bills, policies, correspondence, and claims information isn’t strictly a cost of doing business. The creation and delivery of these communiques is an opportunity for personal engagement with members. In pursuing cost savings, some organizations have forgotten these documents can be a critical component of their customer relationships. While some people prefer paperless, others feel more comfortable getting their communications in the mail. Customer engagement can weaken if insurers replace paper documents with digital versions. This can cause an increase in customer service calls, open the door for competitors, and lead to fewer policy renewals. Insurers must be conscious of different preferences and provide Omni Channel delivery options.

Paper or paperless?

In many cases, older generations of consumers are more likely to open and read paper bills and other transactional correspondence when delivered by mail. These documents are the most consistent connection, and sometimes the only connection, carriers have with their members. What happens if they are converted to electronic-only? One survey indicated the open rate on electronic transactional communications decreases to about 15%. Losing a regular touch point with a significant portion of your customers should be cause for concern.

However, Millennial consumers – which are about to become the largest generation alive – are more inclined to open and read digital communications, as smartphones, tablets and computers are an integral part of their lives. Most of them find it very convenient to receive a notification email as soon as their bills have been issued, or when their pre-authorized payments have been completed. Yet, for insurance companies, one of the big challenges of paperless channels is succeeding in their marketing activities. Important notices, special offers, or personalized marketing messages are likely to languish unseen in customer email in-boxes.

Thus, enhancing customer engagement must be achieved through targeted communication strategies that support personalization capabilities and customer-preferred channels:

  • Direct mail – Sure, relevant and personalized campaigns are costly to develop, test and produce, but they should resonate with older generations. As a result, companies will see a higher response rates and repeat business from this demographic.
  • Email – The open rate on marketing emails is abysmally low. That is why advertisements, special offers and marketing messages need to be finely targeted; communications that are relevant to consumers have better chance to be read. Plus, the environmental argument carried by this type of digital correspondence is particularly appealing to younger generations.
  • Website or blog – Customers won’t visit a website unless they perceive a benefit. Advertising or another piece of promotional communication must drive traffic to the site. Again, the success of these marketing efforts comes with highly targeted, relevant content.

An insurance company successful at implementing paperless communications saves hard-dollar operating costs. But the soft cost of eliminating a consistent and accepted channel of communication is often overlooked. In the world today, insurers should maximize this established channel of communication with members, while encouraging paperless channels. Better long-term communication strategies should include Omni Channel delivery mechanisms, as well as high personalization capabilities, to ensure improved engagement with each generation of consumers.

COVID-19 update

The spread of COVID-19 continues to evolve and in this context, we wish to inform you that Xpertdoc is closely monitoring the situation and would like to inform you of the measures taken by our team to support its employees, customers and partners.

We do not foresee any impact on the delivery of our services and want to assure our customers that we are executing our continuity plans in order to ensure that our customers continue to receive our services without jeopardizing the safety and security of our personnel.

In accordance with the recommendations of government authorities, here are some of the measures being taken by Xpertdoc:

Remote work for all employees
Arrangements have already been made and we have requested that all our employees work from home. Our continuity plan includes a full deployment of remote work arrangements to ensure uninterrupted service to our clients and partners.

Hosting and cloud services
We have been assured by our suppliers that there are no known impacts to these services, and we are confident that we are able to effectively manage the delivery of our cloud services to all our customers.

Travel
We have cancelled all business travel until further notice for all our employees. If employees have or will travel for personnel reasons, they will be asked to respect the quarantine delay before participating in any business activities.

Events and gatherings
All our events have been postponed or cancelled. Our employees are no longer allowed to participate in any events, seminars or gatherings.

We are committed to providing the best possible service to our customers and partners, to ensure that you can continue digital communications with your own audience. In these critical moments if we can help please do not hesitate to contact us.

Regards,

The Xpertdoc Team

Mise à jour sur la COVID-19

La propagation de la COVID-19 continue d’évoluer et, dans ce contexte, nous souhaitons vous informer que Xpertdoc suit de près la situation et que notre équipe a pris des mesures pour soutenir ses employé(e)s, clients et partenaires.

Nous ne prévoyons aucun impact sur la prestation de nos services et voulons assurer nos clients que nous mettons en œuvre notre plan de continuité des affaires, afin de garantir que vous continuiez à recevoir nos services, sans compromettre la santé et la sécurité de notre personnel.

Conformément aux recommandations des autorités gouvernementales du Québec, voici quelques-unes des mesures prises par Xpertdoc :

Travail à distance pour tou(te)s les employé(e)s
Nous avons demandé à tou(te)s nos employé(e)s de travailler à domicile. Notre plan de continuité des affaires comprend des arrangements de travail à distance pour assurer un service ininterrompu à nos clients et partenaires.

Hébergement et services infonuagiques
Nos fournisseurs nous ont assuré qu’il n’y avait pas d’impacts connus sur les services d’hébergement et infonuagiques. Ainsi, nous sommes convaincus d’être en mesure de gérer efficacement la livraison de nos services infonuagiques à tous nos clients.

Voyages
Nous avons annulé tous nos voyages professionnels jusqu’à nouvel ordre, pour tou(te)s les employé(e)s. Si des employé(e)s ont voyagé ou doivent voyager pour des raisons personnelles, il(elle)s seront placé(e)s en quarantaine pour une durée de 14 jours, avant leur retour au travail.

Événements et rassemblements
Tous nos événements ont été reportés ou annulés. Nos employé(e)s ne sont plus autorisé(e)s à participer à des événements, séminaires ou rassemblements.

Nous nous engageons à fournir le meilleur service possible à nos clients et partenaires, afin de garantir que vous puissiez continuer vos opérations sans interruption. Dans ces moments critiques, nous sommes là pour vous aider. N’hésitez pas à communiquer avec nous si nécessaire.

Merci,

L’équipe Xpertdoc