Customer experience: Let’s discover what insurance carriers can learn from Amazon

A famous American magazine of the insurance industry, offers an analysis of the customer relationship strategies adopted by the giant of e-commerce, indicating which are the effects on a traditional industry such as the insurance one

Published on 27 Jul 2016

InsuranceJournal, one of the major US magazines devoted to insurance industry, more and more deals with issues which today affect the traditional industry, such as technology, digital innovation and new business models.

Recently the magazine has addressed a very sensitive issue for existing insurance carriers: the customer experience or customer journey, an issue that encompasses all the aspects and the value of the digital transformation, which are now mandatory for insurance companies, in their relationship with customers.

The article is very interesting since it shows a very powerful parallelism between insurance companies and Amazon, the undisputed leader of e-commerce and customer loyalty. A global, digital, prompt service, ensuring the same quality anywhere in the world, considered excellent by 59% of customers.

“Customer expectations and satisfaction relative to responsiveness are not necessarily set by a company’s competitors in their industry. A customer calling into the contact center of an insurance company will expect the excellent responsiveness they just experienced in their call to Amazon” the author of the article opens this way.

This sort of consideration today has to be made by any company selling products or services. The standard imposed by Amazon (and few other companies, e’sn.) increased standard levels for all trading companies.

For the insurance industry this is a particularly critical issue, says the article, since the real product of an insurer is a service where the relationship between the insurer and the is a guarantee of quality and quick service that will be delivered by the insurer at a time of critical need to the insured.

The article follows deepening the topic compared to the stage of claims, see here.

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