I have a customer communications strategy. Do you have yours?

Insurance providers recognize the value of modernizing, integrating, and automating their customer communications. They have current processes in place to reach their customers through numerous channels and work intensively to support customer demands for personalized message. The hard part is deciding how to make it happen. The customer communications environment is broader than ever before, making improvements difficult.

Where are we today?

The first step in deciding the right approach to re-engineering a customer communications strategy is understanding the current state. This is no small task. Attempts to support customer communication demands across multiple product lines and departments have led to an unintegrated disparate tools, systems, and vendors. A typical insurance company maintains multiple document composition systems. Many are redundant. Knowledge of document system requirements and capabilities are highly compartmentalized. Waste and duplication are common.

What are the options?

Once they have mapped the existing communications landscape, organizations have a handful of choices about how to bring their vision of integrated and efficient customer communications into reality. They can write custom solutions in-house, adapt an existing tool such as a CRM system, or invest in a new third party customer communications management (CCM) solution.

Most organizations realize building a centralized infrastructure to support a varied and flexible communications strategy is an overwhelmingly complex project. The changes will affect nearly all departments and divisions including corporate, regional service centers and even agents.

Regardless of the communications upgrade strategy, CRM systems are going to be part of the plan. The CRM will track intelligence about individual customer relationships, transactions and correspondence history. These systems are not, however, known for their document generation capabilities. Their limited functionality in this area sends companies searching for a more robust solution.

So what should we do?

The most reasonable choice for implementing a modern and integrated communications strategy is a CCM solution that handles composition, populating documents with personalized details supplied by the CRM. The communications management system will generate appropriate dynamic document versions based on geographic, demographic, or customer history data. Duplicate resources are eliminated, multiple redundant software products retired, and quality drastically improved. Most importantly, maintaining a single system for managing customer communications makes applying future enhancements much easier.

Implementing an integrated Omni Channel communications strategy is not a small task. Insurers can make it easier by utilizing the skills and experience of an outside partner. These experts can provide objective analysis and guidance, reducing the demands on limited internal resources. Organizations taking advantage of proven methodology supplied by communications management solution partners will realize the benefit of their work sooner than those who struggle with such a task on their own.