A majority of insurers are still trying to wrap their heads around delivering a swift, efficient and user-friendly experience to their customers. Innovation is pulling insurers in so many directions, but the industry can't let the appeal of new technologies distract from revamping basic functions that are critical to consumer-facing efforts—especially since insurers need to attract a Gen Y consumer who thrives on ease, simplicity and efficiency.

While current document strategies can be sufficient, it's important to know how far the process has come in the past few years and how carriers can leverage these new advancements to help increase their customer retention and value. According to the 2015 World Insurance Report from Capgemini, agents currently lead with a 51% satisfaction rating among North American consumers, compared to 40% for the Internet and 38% for phone. This showcases that the potential for boosting satisfaction lies within agents, but carriers must provide the tools necessary to improve the consumer experience.

Enterprise content

Modern Customer Communications Management (CCM) solutions support a fully automated, end-to-end digital process that limits the number of times a carrier and consumer need to communicate. CCM solutions often contain, but can also be linked to, an Enterprise Content Management (ECM) component that stores, manages and archives customer data, including personal information, products purchased, relationship history, digital assets, documents and images. As analytics tools gather more granular data on the consumer than ever before, these storage capabilities become crucial.

If carriers are not sharing data efficiently with customer service representatives or agents, there's a risk of missing important information or not keeping it up-to-date, ultimately leading to consumer frustration. This information helps specifically when coupled with another important component of a document management strategy—smart forms.

(Image: Shutterstock.com)

Smart forms

Smart forms refer to technology-enhanced Web forms that enable prefilled information to be extracted from ECM applications or data sources at the click of a button—accelerating the speed of document completion. In traditional document workflow, carriers supply files to an agent portal, where external agents have to print, complete and mail/fax forms back to the carrier. This type of workflow often leads to agents selecting, filling out and sending the wrong forms with incorrect information, causing long delays. Smart forms combat these issues by completing all existing consumer data and correctly placing it in the document.

These forms also have a responsive in-process guidance system that includes real-time contextualized task support, which provides relevant state-specific or product-specific instructions required to successfully complete forms. Modern platforms have a responsive user interface (UI) that adapts to any device screen size. Agents can unchain from their desks and fill out these forms on any device, whether it's a computer, tablet or smart phone. By streamlining these menial processes, agents reduce errors in workflow and bind policies with potential new customers at a higher rate.

Web submission

Once a smart form has been properly completed, an agent can choose from formats including docx, PDF and HTML. Additionally, they can tailor delivery options including email, social media and text messaging (SMS) depending on the customer's preference. This can be done online and through the same interface in a short amount of time. With appropriately configured workflows, customer data is enhanced, interactions are deepened and workflows are kept consistent and current. Ultimately, this strategy helps carriers and agents process more business in less time.

Electronic signatures

Not all documents require signatures, but having the flexibility to offer e-signatures helps close deals faster and improves the consumer experience. Through Web submissions, carriers and agents can send documents to customers quickly, have them review, sign and send back immediately on any preferred device. E-signatures provide thorough authenticated login processes, including security questions and third-party authentication. Documents are also encrypted and produce a tamper-proof evidence seal to ensure that whoever says they signed it—really did.

No matter how much insurance might change in the next decade, it will always remain a document heavy industry. Creating the most unobtrusive way for both agents and customers to interact with these documents is where the most immediate innovation will occur. A complete and connected document strategy contains many different moving parts—all of which have their own unique components to make them work. By "closing the loop" in a document management strategy and minimizing the number of unnecessary interactions between insurer and customer, carriers can help increase the dwindling satisfaction among millennial consumers and increase their efficiency simultaneously.

Francis Dion is the chief executive officer of Xpertdoc Technologies Inc. With his entrepreneurial drive and passion for client services, Francis has over 20 years of experience in software development, managing IT services, as well as consulting and training services. It's with Francis' guidance that Xpertdoc is now directly involved in multiple implementations of document management and customer communication projects for over 200 organizations worldwide. Prior to Xpertdoc, Francis worked with major companies such as PSP Investment, Aon Consulting, E-Com and SPIN Montreal.

Special Reports /

Closing the loop in a modern insurance document strategy

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