Anyone who is familiar with Charlie and the Chocolate Factory remembers Veruca Salt. She was the bratty girl that demanded whatever she wanted and who’s daddy would go to any length to make sure his little angel’s demands were met. Obviously, this “I want it now!” approach didn’t work out too well for Veruca (or her daddy) as they were both eventually sent down the rubbish chute chasing a golden egg.
While nobody enjoys dealing with such demanding people, you cannot ignore the parallels between Veruca Salt and the customer expectations of today. Let’s take insurance as an example.
When dealing with insurance carriers, customers want a personalized experience and want to get what they need from their carrier in real time, online, and most importantly, NOW! The unfortunate thing is that many carriers simply don’t operate this way. They have cumbersome processes during the information intake process, which are riddled with paper-based methods that often require duplicate information entry not only for the customer but for internal personnel and agents that result in delayed response times.
In many cases, antiquated technology and not the carrier – is the road block to a better customer experience. For example, I am working with a client who’s major issue with customer satisfaction was tied to their claims processing. The carrier gathered information via phone during the claims intake process, logged it in their policy and claims systems but after that, they didn’t have a way to export that data from their core systems and populate the claims forms with that same information. This created a frustrating experience because the carrier was now asking the customer to duplicate their efforts and provide the same information they already shared previously. In addition to frustrating the customer, the carrier was experiencing significant delays in getting forms returned. Often, the forms would be returned with incorrect data or illegible information. This resulted in skyrocketing increases in costs associated with the delays from adjusters having to either play phone tag policyholders or mail the forms multiple times.
Thankfully, my client was able to turn that around with our Xpertdoc Smart Forms. They completely digitized the information intake process of a claim, reduced the average claims turnaround time, costs and improved the overall customer experience for the policyholder.
If you find yourself in a position that has you scratching your head on how you are going to answer the “I want it now” demands of your customers, please know that there are ways to satisfy these demands that don’t include sending your customers down the proverbial rubbish chute.