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Four Way Omnichannel Models Benefit Insurers and Customers


The rapid advancement of technology has touched every industry and has significantly impacted the way companies interact with their customers. Traditional methods of communicating and engaging with customers have become stagnant as customers are demanding more flexible ‘always on’ solutions to interact with companies. As a result, omnichannel distribution and customer experience strategies are becoming more popular as it enables companies to reach various customers across segments. Further, consumers are seeking touchless, immersive experiences, making an omnichannel strategy key to any company’s customer experience model.


Customers today expect a one stop experience, with the COVID-19 pandemic making consumers more comfortable with using digital platforms and modern technology. As a result, a considerable number of customers have shifted to digital engagement, and now expect the same level of digital efficiency from companies that most sophisticated online retailers have. digital path Director Gideon van Zyl explains: “Gone are the days when customers are happy to reach out on email or via telephone between 9 and 5. Today, customers want to be able to contact companies 24/7 in the way that they are the most comfortable with, and at times that suit their busy schedules. Therefore, having automated processes can significantly enhance the customer experience and improve customer loyalty.”


An omnichannel model is an approach to sales, marketing, and customer experience that provides customers with multiple channels to interact with companies. This can be through a website, app, WhatsApp, email, or digital applications.


The insurance industry has been quick to adopt an omnichannel strategy. Here are a few reasons why this approach is invaluable in future proofing an insurance company’s customer experience model:


1. Improve customer experience


Customers will be able to contact insurers, update policies, or submit claims on the platform they are the most comfortable with. Insurers are able to communicate with consumers using different formats, including video, which improves engagement and enhances loyalty. Further, forms for claims and policy updates can be pre-filled for customers, making the process significantly easier and faster, while reducing human error.


2. Target specific segments


Everybody has different insurance coverage needs, and insurance policies, sales, and marketing needs to be different in order to resonate with different markets. An omnichannel strategy empowers insurers to reach customers through different mediums with different types of content while maintaining an exceptional customer experience. In the long run, these channels act as conduits in which insurers can forge new customer relationships.


3. Drive conversions


The data that insurers can gather from the different channels can be used to develop highly personalised insurance offerings for clients, driving quicker conversions. Distributing the appropriate mix of sales, marketing, and informative content in the right context and format to the region or speciality that insurers want to target. This gives customers content and policies that are more relevant to their needs, increasing the likelihood they will purchase insurance.


4. Measures and improves strategies


Omnichannel models and channels can be easily tracked to measure the success of different strategies and communication methods. It can give valuable insights into when and how customers like to be reached. Insurers can also track the effectiveness of marketing campaigns. As a result, insurers can continuously improve on their marketing campaigns and how they communicate with customers, improving their customer experience and increasing loyalty.


Implementing an omnichannel model for marketing, sales, and communicating with customers is critical to the ongoing success of companies across multiple industries. Partner with digital path today to successfully develop an omnichannel platform for your business: www.digitalpath.co.za.

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