TEAM SERVICE CULTURE The case of Customer Experience in Insurance service delivery

Team Service shortens turnaround times at every business touchpoint and produces added satisfaction towards Customer Experience.

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In most cases, one would wonder how the customer could obtain excellent experience from an insurance engagement because of perceived dissatisfaction, complaints and maybe notions of low sincerity as the insurers may be deemed.

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Tallied concerns from different customer surveys suggest indisputable dissatisfaction which has prompted enhanced consumer protection regulation to even trend more than the business’ attention to customer-focused behavior such as Team Service Culture and process improvement innovations.

There is a saying that “Customer Service is an Attitude” and not a department or section? of business. If one was to investigate causes of dissatisfaction at any insurance service touchpoint, they would discover that the real proximate cause of disservice was not the Customer Service desk (as people put it) but some other attached process in the service delivery ranging from sales, underwriting, policy servicing, claims and even finance/accounts. Where the Customer Journey is not clearly defined in the value chain, there will be other sections of business which would not care about Client Service because their concern is disjointed from customer centricity. Team Service is key to delivering absolute Customer Satisfaction and must be embraced across all areas of the business value chain.

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To win, an insurance business must invest into a well-coordinated end-to-end sales and operations system built on Customer Centricity. Process automation and integrations become key to ensure every touchpoint a client will face, is highly equipped to provide the expected expedience and satisfaction. Sales processes must be well interconnected to underwriting processes such that from the on-set, the proposer of an insurance product must have proper Acceptance awareness, access to onboarding requirements and communications which provide him/her with clear contract facts and expectations. It should never matter anytime of the insurance contract; the policyholder should easily seek service and assistance including access to friendly self-service tools necessitated by today’s digital transformation and opportunities of artificial intelligence. The center point of reaping from an insurance contract is when one makes a claim. This must be the easiest and most efficient service touchpoint. Some insurers have added to escalated levels of dissatisfaction by not integrating their claims processes to the business mainstream, hence creating very delayed claim discharges and eventual payments. Sometimes even paying incorrect claims. It is here where the song on insurers being bad faces has been sung. Embracing Team Service enables claims handlers to treat every intimated case as important and must have deliberate arrangements with contract servicing teams to have all policies ‘Claim Ready’ as a contribution to efficiency. Claim payers (learned accountants) must also treat claims as the main reason an insurance obtained the risk from the claimant. In organized houses, binding service level agreements among internal functions become a good tool to fulfill client value execution. Nothing satisfies than a promptly, correctly and fully paid insurance claim.

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Team Service is key to satisfactory Customer Experience. It must be a culture and not a normal business practice.