A majority of insurers are still trying to wrap their headsaround delivering a swift, efficient and user-friendly experienceto their customers. Innovation is pulling insurers in so manydirections, but the industry can't let the appeal of newtechnologies distract from revamping basic functions that arecritical to consumer-facing efforts—especially since insurers needto attract a Gen Y consumer who thrives on ease, simplicity andefficiency.

[Related: The paperless office: myth orreality?]

While current document strategies can be sufficient, it'simportant to know how far the process has come in the past fewyears and how carriers can leverage these new advancements to helpincrease their customer retention and value. According to the 2015World Insurance Report from Capgemini, agentscurrently lead with a 51% satisfaction rating among North Americanconsumers, compared to 40% for the Internet and 38% for phone. Thisshowcases that the potential for boosting satisfaction lies withinagents, but carriers must provide the tools necessary to improvethe consumer experience.

Enterprise content

Modern Customer Communications Management (CCM) solutionssupport a fully automated, end-to-end digital process that limitsthe number of times a carrier and consumer need to communicate. CCMsolutions often contain, but can also be linked to, an EnterpriseContent Management (ECM) component that stores, manages andarchives customer data, including personal information, productspurchased, relationship history, digital assets, documents andimages. As analytics tools gather more granular data on theconsumer than ever before, these storage capabilities becomecrucial.

If carriers are not sharing data efficiently with customerservice representatives or agents, there's a risk of missingimportant information or not keeping it up-to-date, ultimatelyleading to consumer frustration. This information helpsspecifically when coupled with another important component of adocument management strategy—smart forms.

(Image: Shutterstock.com)

Smart forms

Smart forms refer to technology-enhanced Web forms that enableprefilled information to be extracted from ECM applications or datasources at the click of a button—accelerating the speed of documentcompletion. In traditional document workflow, carriers supply filesto an agent portal, where external agents have to print, completeand mail/fax forms back to the carrier. This type of workflow oftenleads to agents selecting, filling out and sending the wrong formswith incorrect information, causing long delays. Smart forms combatthese issues by completing all existing consumer data and correctlyplacing it in the document.

These forms also have a responsive in-process guidance systemthat includes real-time contextualized task support, which providesrelevant state-specific or product-specific instructions requiredto successfully complete forms. Modern platforms have a responsiveuser interface (UI) that adapts to any device screen size. Agentscan unchain from their desks and fill out these forms on anydevice, whether it's a computer, tablet or smart phone. Bystreamlining these menial processes, agents reduce errors inworkflow and bind policies with potential new customers at a higherrate.

Web submission

Once a smart form has been properly completed, an agent canchoose from formats including docx, PDF and HTML. Additionally,they can tailor delivery options including email, social media andtext messaging (SMS) depending on the customer's preference. Thiscan be done online and through the same interface in a short amountof time. With appropriately configured workflows, customer data isenhanced, interactions are deepened and workflows are keptconsistent and current. Ultimately, this strategy helps carriersand agents process more business in less time.

Electronic signatures

Not all documents require signatures, but having the flexibilityto offer e-signatures helps close deals faster and improves theconsumer experience. Through Web submissions, carriers and agentscan send documents to customers quickly, have them review, sign andsend back immediately on any preferred device. E-signatures providethorough authenticated login processes, including securityquestions and third-party authentication. Documents are alsoencrypted and produce a tamper-proof evidence seal to ensure thatwhoever says they signed it—really did.

[Related: E-signatures: The sign of thetimes]

No matter how much insurance might change in the next decade, itwill always remain a document heavy industry. Creating the mostunobtrusive way for both agents and customers to interact withthese documents is where the most immediate innovation will occur.A complete and connected document strategy contains many differentmoving parts—all of which have their own unique components to makethem work. By "closing the loop" in a document management strategyand minimizing the number of unnecessary interactions betweeninsurer and customer, carriers can help increase the dwindlingsatisfaction among millennial consumers and increase theirefficiency simultaneously.

Francis Dion is the chief executive officerof Xpertdoc TechnologiesInc. With his entrepreneurial drive and passion for clientservices, Francis has over 20 years of experience in softwaredevelopment, managing IT services, as well as consulting andtraining services. It's with Francis' guidance that Xpertdoc is nowdirectly involved in multiple implementations of documentmanagement and customer communication projects for over 200organizations worldwide. Prior to Xpertdoc, Francis worked withmajor companies such as PSP Investment, Aon Consulting, E-Com andSPIN Montreal.