Customer expectations are becoming ever more demanding and if insurers want to stay ahead, they need to improve their digital front door, a new whitepaper for dacadoo explains.
The digital front door is described by Forrester, a US-based research and management company, is a business approach where intuitive, right-sized and just in-time recommendations are given to customers across digital touchpoints throughout their journey. By capitalising on these touchpoints, the business can increase revenue, brand advocacy loyalty and improved health outcomes for customers, it claims.
To effectively do this, businesses will need to increase their investment and adoption of technology. This is not to just survive but it will also help them thrive over the coming years, dacadoo said.
With populations growing and people living longer, the health industry is straining under pressure. Due to these problems and budget constraints, health insurers have been engaging with technology to drive customer-centricity, reduce costs and meet regulatory change.
One of the mistakes the industry made was focusing on customer portals, which are not the key to the digital front door. dacadoo said, “In their early efforts to “go digital,” most health insurers have invested in customer portals, designed as fairly static, limited, and difficult to navigate data repositories offering one-way communication.
“These initiatives were generally devoid of intelligent navigation, machine learning and detailed tracking to provide dynamic interactions that become more personalised with each engagement, and have largely failed to offer a deep understanding of user needs, preferences and behaviours that drive meaningful engagement, customer satisfaction and improved health outcomes.”
Consumers will pick health insurers that offer them a personal fee. The relationship between the insurer and customer needs to change and insurers need to put the customer first and make them feel safe. Through the front digital door mentality, insurers can constantly be available to a consumer when they have a health issue and ensure they have the resources they need to find the cause of the problem and its solution.
It said, “Customers increasingly expect their insurer to delight them, not simply satisfy them. To accomplish this, health insurers need to engage with their customers early, personally, and continuously on their health journey, anticipating their needs and exuding an ongoing “we care about you” sentiment.”
Download the full whitepaper here.
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