why is data an important element?


Insurance players face an increasingly complex competitive environment. Between loyalty and coverage, customer service plays a decisive role feeding a wide range of data. Explanations with Stephan Rouillon and Jonathan Maczynski from NICE.

Broken glass, water damage, bad weather, business interruption for professional customers… You don’t call your insurer for happiness. Since each interaction is a moment of life that borders on the time of truth, empathy, quality and relevance of the answers given by the customer are structuring elements and contribute to loyalty. ” In the world of insurance, there is one contact at the time of subscription, then another when you go through a dangerous moment. In other words, the imprint left by the second interaction on the customer’s mind must be positive! », commented Stéphan Rouillon, Sales Manager Customer Engagement Analytics for NICE. Access to CRM data can seem like a key issue in terms of customer experience. Knowing a customer from the beginning, knowing his brand history as well as customer service, is an important asset in providing a personalized response. But, for Stéphan Rouillon, we need to think more broadly. ” CRM data is only one part of the data available to customer teams. In fact, in customer relationship centers, many indicators, which make up a large body of data, can be used to improve the quality of service. “. We can discuss, for example, Customer Sentiment, the rebound of Churn risk, the best Sales methods, the invitation to use digital channels, compliance with regulatory processes, and above all everything as seen in Customer interactions.

Restore all professions around data

Although CRM data is valuable (and often important for understanding and analyzing customer journeys), the sources of data useful for the relationship and the customer experience are much broader. Of course, phone calls (incoming or outgoing), but also Emails, Chats, social networks, verbatims of surveys,…” This is a reality that is particularly strong because the customer relationship in the world of insurance is increasingly omnichannel and there is a risk of seeing silos arise between these channels. “said Stéphan Rouillon. The silos that affect the understanding of customer journeys first, but also the quality that customers feel when they interact with a consultant. Knowing and identifying the customer, limiting the friction during interactions, reducing the mental load of advisers: the data area is a key vector for the continuous improvement of the customer experience.” Physical, digital, pre-sales, post-contractualization channels, each point of contact with a customer must be valued as a source of knowledge and a lever for optimizing the quality of the customer relationship. “.

Between loyalty and commercial performance

In the insurance industry, every opportunity to retain customers (when important moments arise) and to increase business performance should be seized. You don’t ask your insurer every day, and the development of online comparators or the evolution of the regulatory context exposes insurer players to increasing competition. The challenge: to make contact center advisors actors in sales performance. ” To do this, of course it is necessary to give them access to the context of the client, so that they can fulfill their advisory mission, but also to products and services that meet the needs of the client. Access to product data is critical confirmed Jonathan Maczynski, Senior Business Solutions Consultant for NICE.

Better understand the customer and best practices in handling requests for the purpose of business performance and operational efficiency,” it also includes the use of Speech Analytics tools and Quality Management solutions », specified Stephan Rouillon.

Indeed, the provision of key elements of commercial discourse (promotion of offers, responses to objections, etc.) is important, to retain customers and to contribute to the commercial performance of customer teams.

Speech Analytics and QM solutions precisely make it possible to generate this data in a complete and objective way, so that it can be used by operational teams for 100% of interactions to identify areas for development, and finally the permanent monitoring of the gains made. by implementing action plans.

Even better, AI solutions can even provide advisors with real-time recommendations to better counter objections, or increase customer satisfaction.

Data to improve skills…

The use of a Quality Management solution, such as the analysis of data related to the individual performance of each consultant, makes it possible to refocus the action of managers on a role that is more noble and more strategic : developing the skills of counselors. This is an issue of customer loyalty first, because the competence of an advisor determines satisfaction. ” This is a commercial performance issue because the identification of profiles with soft skills related to relational or commercial skills, makes it possible to better organize teams, and to bring the customer to the counselor who can best give him the answer. he hoped concluded Jonathan Maczynski. Between team excellence, personal development and customer satisfaction, why choose?

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