Co-browsing has the potential to forever change the game for insurers and insurance brokers
Emerging co-browsing technology has transformed the financial services’ approach to customer care. Agents can now see what’s on customers’ screens and solve problems in real-time using dual cursor technology – they can reduce the time it takes to complete complex forms and guide customers through potential pain points.
Going beyond traditional customer service methods to delight customers is essential for insurance businesses that want to remain competitive in today’s market. Research from KPMG found that customer satisfaction was one of the sector’s most important performance indicators. The report went as far as claiming that insurers must “organise themselves entirely around the customer, their experience and outcomes”.
Co-browsing is a welcome disruption for insurers who are concerned about customer satisfaction ratings – and they should be, if we look at the industry’s recent performance in the UK Customer Satisfaction Index. Consumers said that it lagged behind other industries when it came to customer service and using insurance company’s services felt like a “chore”. Forward-thinking insurers and brokers are looking at how they can take this information and use customer service to stand out from the competition.
It’s no secret that going above and beyond results in positive customer satisfaction that translate in better profitability. An industry report showed that insurers that provided a consistent “best-in-class” customer experience generated 2 – 4 times more business and customers were 80% more likely to renew their policy if they were happy with the customer service.
Is your insurance business not using co-browsing yet? Take a look at 4 ways that the technology could help you to take your customer experience to the next level.
1. Help visitors understand different products
When price comparison sites for insurance products became more popular, a lot of people were worried that customers would start using self-service platforms rather than contact insurers or brokers direct. However, while comparison sites can be helpful in the research stage of the decision-making process, they don’t help people understand which product is right for them.
Customers may have a rough idea about what they are looking for, but it’s likely that they will still have questions about what the policy covers, if it suits their plans for the future and what scenarios could render their policy void.
Insurance providers can help by using co-browsing to explain their products to visitors as they browse the site. Agents can personalise the service by navigating to particular products, use annotations to highlight key benefits or conditions, and ultimately, maximise conversions. As an added bonus, this can reduce the number of people applying for unsuitable products and result in higher quality of new business leads.
If the visitor isn’t ready to make a purchase yet, they may be wary about downloading customer service software onto their computer – but with Ibby’s co-browsing software there’s no need to download anything. All that visitors have to do is accept an invitation for collaborative browsing and the session will start as soon as the agent has been granted permission.
2. Make the process of applying for a quote easy
Friction can occur when customers are filling out a complex application form to apply for an insurance quote. They might be unsure about what information the insurer is asking for and how much detail they need to provide. This can lead to visitors getting fed-up midway through the form and abandoning the process altogether.
Don’t get off to a bad start by leaving visitors to face these challenges alone. If you do, you may see your online drop-off rate increase, or lose business to a competitor. Now that fintech has become the new norm, frictionless customer experience is “expected as standard” and people have little tolerance for complicated or lengthy forms.
With co-browsing, agents can check that visitors are entering the right information in real-time and see which part of the form customers are getting stuck at. This can free up agents’ time in the long run by reducing the number of calls they have to make to update applications that haven’t been filled out correctly. It can also help increase customer satisfaction – no one likes being asked to redo a quote application form after they have submitted it.
Co-browsing with the customer as they fill out the form can increase the likelihood that they will complete it. Providing new customers with personalised support during the early stages of the relationship can reduce the number of online drops-offs and ensure insurers don’t miss out on a potential lead.
3. Show customers how to upload documents
Customers may have to upload documents when applying for a quote or making a claim online. If it’s their first time using this service, it may seem daunting and time-consuming. People who are less tech-savvy may get annoyed with different drop-down menus or upload options. This will only be exasperated if they have to stop what they are doing to call customer services.
Rather than take customers offline, agents can meet them online using co-browsing. They will be able to visually demonstrate how to upload documents and use annotations to highlight areas of the page as well as show users where to click.
4. Speedy service with a personal touch
Insurers and insurance brokers are trying to find ways to operate more efficiently. We live in a digital-first era where people expect customer service to be fast, effective and easy. 42% of people will switch brands if it’s difficult to get help or if the business takes too long to solve their query. Advances in artificial intelligence gives brands the power to offer fast and reliable service, but people still want the option of human interaction at some stage of the process.
Co-browsing lets insurance companies meet these demands. With it, they can quickly resolve issues in a way that’s convenient to customers while retaining a personal service. Customers feel reassured because their query is being handled by a person who can empathise with their experience. Businesses can free up time to focus on high-value tasks because co-browsing can reduce the volume of customer service calls.
Insurance businesses can take this further by integrating live chat and chatbots with co-browsing. Having a chatbox on the website gives visitors the option to speak to an agent as if they were visiting a branch without the hassle of leaving their home. People can ask insurers and brokers questions as they arise without having to stop what they are doing. For example, if they forget their login details for the online portal or have a query about their claim, agents can talk through the issue and show them how to resolve it in real-time.
The next step to providing an outstanding experience is integrating chatbots into the customer service model. Automated chat technology’s ability to mimic human linguistics is rapidly advancing. Its in-built machine learning means that the bot’s understanding of customers will improve as they interact more with visitors. Chatbots can support sales and drive business efficiencies by handling initial interactions with customers and connecting them to an agent when the time is right.
Insurers can use chatbots to respond to common questions that can be answered quickly, or point people to further information on the website. If the issue can’t be resolved using the pre-set chat templates, the chatbot will pass the customer to an agent who can pick-up from where the bot left off.
With Ibby, insurance providers and brokers will be able to transform their customer experience. Co-browsing, live chat, and chatbots for sales and support will all be seamlessly integrated to provide a service that can change the face of online insurance services.