Customer onboarding has emerged as key service differentiator in banking, insurance, and financial services sectors. Almost 75% of all cross-sell opportunities lie within first 3 months of new customer acquisition.
A robust communications strategy has great potential to control the customer experience during onboarding. From initial acknowledgment to the customer for receipt of their policy subscription application to bringing them on-board with the complete understanding of policy benefits, inclusion, exclusion, claims process and customer support options.
Customer onboarding communications is challenging and extremely complex as it involves collecting information pieces lying across multiple customers filled forms, data validation requirements, manage regulatory compliances, and requirement based targeted communications. Among BFSI vertical, onboarding is most complex for insurance segment, involving multiple documents, and customer communication like – welcome kits, policy documents, premium receipts, various notification and relevant cross-selling offers.
The lack of a robust, flexible and scalable communications management platform is the most prominent barrier resulting into inconsistent user experience during the on-boarding process. Some of the challenges faced by mid-sized insurance companies in achieving seamless customer communication are:
- Siloed Data: Data is stored in multiple systems like Core Insurance Software, Policy Administration System, Claims Managements System and CRM. Data coming from multiple sources are curated each time for production. This involves manual interventions that affects turnaround time.
- Communication Composition: Multiple systems are used for data management and content management. Communication for different delivery medium is created separately which takes time and effort.
- Disjointed System: Lack of central repository of content and data results in delay in collation and is error prone.
- Managing high workload: When it comes to immediately scale-up, most legacy systems are not able to meet standard schedule. New customers signed-up during peak , receive communication late.
It is vital for insurance companies to adopt a robust and centralized system that has ability to manage data inputs from multiple sources, validate them, run business rules for meaningful data output, centrally compose communications for multiple channels and deliver them seamlessly. Research shows that organizations using a centralized, omni-channel customer onboarding process, can achieve prominently improved results.
There are many CCM platforms like- HP Exstream, GMC Inspire, Doxee, etc. that can help solve customer communication challenges.
- Centralized process for taking data inputs from multiple sources, validations and business rules for data output
- Unified process to compose documents and correspondence going through print, email, mobile, apps, and social media
- Templated document composition helps maintain consistency across delivery channels leaving no ambiguities in branding guidelines or possibility of formatting errors
- Omni-channel approach facilitating integrated composition and delivery of communications across channels; saves efforts and time
- Speed processing helps timely onboarding correspondence such as welcome kits, policy documents, payment receipts, notifications, promotional communications, etc.
- Hyper-personalized communications for increased effectiveness
- Robust and scalable tool that has capacity of catering to increased workload/customer base in future
- Supports innovative communications techniques such as- dynamic documents, interactive documents that helps make a great first impression on new customers
A good onboarding communications strategy has potential to create good first impressions and get the best out of a customer in the value chain. Modern CCM tools not only help you enhance your productivity and efficiency but also bring in better positioning among customers.
CCM Investment: Challenge for a mid-size company?
A CCM tool helps transform onboarding communications processes, however, many small-mid size organizations find it difficult to have them in-house, because of high licensing cost or lack of expertise in managing. Until recently there was no alternative that could address such challenges but, now since the introduction of CCM as managed services, organizations can avail the above benefits irrespective of their team expertise or investment capabilities. CCM as managed services is an innovative service proposition that is a step ahead as it mitigates the need of investing into expensive licenses or hiring and retaining the expert team.