Improving customer experiences was a key topic at ACORD LOMA 2013. How social media can help build upon that experience for insurers was a critical discussion, but can social media have an actual role in improving those communications?
Yes, it can.
Consumers are increasingly demanding choice of the channel they use to interact. By answering questions in advance through social media, this provides one method of providing visibility and an indirect value of providing a better customer experience.
“Some of the insurance carriers can be slower movers relative to some of the other industries, but customers are demanding choice of the channel they use to interact,” said Jasmine Jirele, SVP of enterprise operations at Allianz Life. “We have clients that you wouldn’t expect to be digitally focused, but actually are.”
You should understand how deeply engaged your customers and employees are with particular topics, brands and companies. By being aware of these social media conversations, you can see how your network is connecting with each other and their customers. Social media monitoring then leads to engagement.
“The ways insurance is sold have changed a lot over the past 10 years due to the big companies doing a ton of advertising,” said Greg Pfluger, assistant VP of American Family Insurance, during a social media discussion at ACORD LOMA.
Promoting Internal Communications
It is important to create a strong sense of shared goals among all employees communicating within the organization. By making sure that the right values drive how people interact externally, it ensures everyone can operate within the same set of core values.
“One way to build internal communications is through social media,” said Charlene Li, author and social media guru. “Social media can be that tool to help ensure proper communications.”
By working indirectly and alongside regular customer communications, social media has the potential to improve a better customer experience for insurers.