Recently our CEO, Michael Lovegrove, met with Fiona Mackenzie, Brand Manager, and Anna Savage, Product Manager, at Accuro Health Insurance to discuss the future of digital customer experience in the insurance industry. Here’s what they had to say...
Do you think that there is a lag in the digital customer experience?
- Definitely. I think if we look at what customers expect today, it's a lot different to what it was even 10 years ago. Insurance is traditionally quite a conservative industry, and it has been conservative in its uptake of technology as well, so the digital customer experience still has a long way to go, we can say.
What do you think the future looks like for the customer experience? What does that look like when a customer engages with an insurer?
- Yeah, there's a lot of progress that can be made. There's a lot of room for opportunity. So, things like it's gonna be faster, it's gonna be easier, access to information will be easier.
- A big one is information. You know, it's being able to find the information and that one question that you want at the click of a button. So, putting something in, saying is this covered under my policy and getting that back straightaway.
- There's two spaces where you can look at like where are things going to go to. There's that reactive - ‘you've come to us with a claim and then we want to talk to you’; and then there's also a proactive side of things as well. So you were talking about information and availability of information, and I don't know if you have a smart watch or not but there's so much information that's being gathered by technology these days.
I'd really like to dive into what some of the barriers are for you in trying to achieve this utopia customer experience. What do you see some of the core insurance barriers that prevent you from getting there?
- Mmm. There's a few things. The biggest one is still privacy.
- And that kind of clashes with people's expectations as well. So, again, people wanting things quickly and easily. The thing is that we don't have the right to just go pick up your medical records. There's still a process that you need to go through in order to access that information.
Do you have any quick tips for any of the other insurers that may be watching this on how to provide a better experience?
- Listen to your customers. I think it's pretty general advice.
- I think customers are saying a lot of things, not just in the insurance industry, but there's a lot of change happening and the expectations are changing, and, you know, we need to change as well.