How to handle the print-to-digital journey
Customers use text, instant messaging, video, and social media to communicate with each other. These same technologies are also now being used within businesses for employees to communicate with each other – they choose the method that supports the purpose of the communication and the preferences of the sender and receiver. But companies can’t always communicate with customers with the same degree of flexibility – especially in the insurance business, which has historically relied on print as their primary customer communication channel.
Insurance documents are almost always composed as the result from multiple legacy systems. Multiple print stream formats, some with embedded printer-specific commands, make the task of converting them to a common configuration challenging. Changing a file full of printed pages into PDF’s is relatively easy, but converting those same documents to HTML for web presentment or extracting key information for text messages from unstructured data can be tough. Facilitating the need to deliver any document in any channel requires some sophisticated software and expertise.
Getting it there
Another barrier insurance companies must penetrate is delivering the material. Companies must capture the necessary delivery preferences from customers, usually one at a time, before deploying a multi-channel delivery strategy. This takes strategy, contact, diligence, time and resources.
And once you capture the information maintenance becomes a challenge for two reasons.
- Customers change their minds. Carriers must track the preference, provide mechanisms for the customer to notify them of changes, and then update the preference information and actually change the delivery.
- Unlike postal mail, there is no way for a carrier to know that a customer has changed a phone number or email address to assess that electronic messages are no longer reaching a customer.
Fortunately, there are now tools companies can use to convert, produce, and deliver documents to customers’ phones, tablets, inboxes, and secure portals along with traditional print. Xpertdoc has helped insurance companies make the transition from a paper-centric customer communication strategy to multi-channel. Advanced tools assist companies with the difficult tasks of re-purposing legacy print documents, multi-channel distribution, and customer channel preference management.
Multi-channel communication is quickly becoming a capability expected by customers. Insurance companies, due to the volume of legacy documents they have created over decades of development, have work ahead of them to meet these expectations. Innovative solutions from Xpertdoc can ease the transition.