Integrate technology to remove customer stress

By seamlessly integrating technology into customer journeys, firms can offer consistent brand experiences at every touchpoint. The digital collection and analysis of data at various interaction points of customer and employee lifecycles can produce impressive results. For example, PrivateFly.com, a private jet booking platform, can interact with a network of more than 7000 planes and offer the best service options to customers within 90 minutes.

Customer centric journey upgrades

To offer our users real-time solutions, our customer-facing digital assets, such as bots and apps, interact with our customer relationship management (CRM) system which is plugged into our core platform. Let me illustrate this with an example: the moment of truth in the insurance industry is the claims process. When the balance between customer centricity and fraud prevention in this process tips favour of fraud caution, this can trigger customer frustration around claim delays – which is  precisely when customers need their insurer to be at its quickest. We have found technology integration to be crucial for solving this journey pain point.  

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In the unfortunate event a customer crashes their car, without technology integrated into the process, they are forced to call their insurer, who will dispatch a surveyor near to the crash. Then the customer has to wait for the surveyor to arrive and assess the extent of damage before they submit a report. With the help of technology, we have simplified this stressful time to two steps for our customers. The first is for them to take photographs of the damaged car. The second is to submit the photos using the mobile app. Our AI engine assesses the images in a matter of minutes and relays the claim amount. Once the customer gives their consent, the claim amount, up to a limit, is then transferred to them. A process that used to take days now takes minutes.

Smart technology integration with customer experience can also help brands in the following ways:

• Real-time NPS (net promoter score) at every touchpoint. As they say, what you measure is what you manage. The collation of digital data at every touchpoint helps you measure customer experience where it matters.
• Real-time up-sell / cross-sell. The ability of a firm to monetize good customer experience can take a huge upswing if every touchpoint is digitally relayed to the back-end analytics team to offer the right product to the customer.
• Hyper-personalization. One of the biggest advantages of technology integration with customer experience is the ability to personalize at scale. Personalized messaging at every touchpoint can enhance engagement dramatically.

Read: Customer Experience Predictions Report: 2022

The beauty of technology integration is that firms can take control of their CX beyond their firm’s boundaries. For instance, when the pandemic hit us, our key focus area was to ensure uninterrupted servicing, especially in the arena of health insurance since customers cannot wait if they are unwell. Our integration with healthcare systems ensured paperless submission of documents, digital examination of customers using telemedicine as well as the seamless delivery of medical reports and health insurance policies or claims.

For more content from Dipu view his author page here.