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Industry Research : UK Insurers Failing to Deliver Channel Choice to Consumers

UK insurers are struggling to cope with social media and online channels, responding accurately to less than 1 in 3 tweets and emails on average, according to the Eptica Multichannel Customer Experience Study. The research also found that insurers are failing to deliver on all channels – just 20% responded to questions asked on Twitter and via email, meaning the majority are cutting down choice for consumers.

The research, carried out by multichannel customer interaction management software provider Eptica, evaluated ten leading UK insurers. It replicated consumer behaviour by measuring them on their ability to provide answers to ten routine questions via the web as well as their speed, accuracy and consistency when responding to email, Twitter and web chat.

The study found that the online performance of insurers is improving, but slowly. While over half (57%) of questions were answered online (up from 48% in the previous year), this lagged behind other sectors, notably fashion retailers, who answered 79% of questions asked via the web. There was a widening gulf between best and worst - one company successfully answered 8 questions online, while another provided a relevant response to just 3.



50% of insurers were on Twitter, although just three responded successfully to tweeted questions, putting insurance in the bottom half of the sector league table. The average response time was 37 minutes, with the fastest answering in 16 minutes.

"The insurance sector has been radically changed by the expansion of digital channels, with the majority of policies now researched or bought online and consumer loyalty at an all time low," said Olivier Njamfa, CEO and co-founder, Eptica. "However our study shows that the sector is struggling to deliver the channel choice that consumers demand – or the fast, accurate responses that they need during the buying process. With competition increasing, it will be those insurers that successfully deliver customer experience through a multichannel strategy that will thrive and expand. It is therefore time for all insurers to benchmark their performance, and look at how they can better meet customer needs."

Success rates through email remained static compared to last year. While 90% of insurers offered the ability for non-customers to email them, only 70% actually responded to a message. And then just 30% answered the question satisfactorily, meaning that 40% provided a response that didn’t meet customer needs. Again, there were great differences between insurers. One responded within 1 hour and 6 minutes – yet the slowest took over five days (125 hours and 24 minutes).

The study also analysed company performance on web chat. However at the time of the research no insurers offered web chat, although one has since introduced the service. Across all sectors the study found that web chat scored highly for accuracy and speed, with 93.5% of interactions receiving satisfactory answers in an average time of 4 minutes and 29 seconds.

Eptica Multichannel Customer Experience Study methodology

As part of the Eptica Multichannel Customer Experience Study ten insurance company websites across the motor, life, travel, pet and household sectors were evaluated in five areas:

1.For their ability to answer ten basic, sector-specific questions via their website. These included:

-What is your cancellation policy?
-Do you offer a loyalty discount if I take out more than one type of insurance policy with you?
-What is your maximum no claims discount?

2. On the speed and accuracy of their response via their email channel
3. On the speed and accuracy of their response to a directly tweeted question
4. For their ability to answer a question through web chat (if offered)[1]
5. On the consistency of response across digital channels (email, Twitter and web chat)

As well as insurers, the Study surveyed websites across the retail, travel, consumer electronics manufacturers, utilities, telecoms and banking sectors.


About Eptica:
Company LogoEptica is a provider of e-crm software solutions enabling e-business orientated companies or companies who want to take full advantage of their web site, to create, develop and manage in real-time their relationships with their clients, suppliers or partners via the Internet.
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Today's Tip of the Day - Simplicity, Simplicity, Simplicity!

Read today's tip or listen to it on podcast.

Published: Tuesday, January 6, 2015

Printer Friendly Version Printer friendly version

2022 Buyers Guide Knowledge Management

 
1.) 
168Solution

Contact Center Innovation Channel and Digital Transformation Enabler
Providing Research, Training and Consulting related to Customer Experience Delivery, support Project Management by Unit or Corporate.
Have the ability to conduct research for specific needs.
Having deep knowledge on the Digital Interaction/Contact Center / Omni Channel / CRM various Stakeholder and Emergency Response ecosystem in Indonesia.

2.) 
3Fiftynine

Branches
Combines knowledge management with call support as continue improvement.

3.) 
eGain Corporation

eGain Knowledge + AI
eGain's knowledge management software, powered with Case-Based Reasoning, an Artificial Intelligence technology, lets you provide intranet or extranet access to the common knowledge base, enabling contact center agents to provide distinctive, productive, and brand-aligned experiences in every interaction, across all channels and touchpoints.

4.) 
eGain Corporation

eGain Knowledge + AI
eGain Knowledge+AI™, the top-rated, analyst-awarded knowledge management software, guarantees quality customer service by infusing your customer service agents with knowledge, making all agents as productive as your best ones. By providing agents and other users a range of ways to get to information from the common knowledge base, it ensures fast, consistent, and accurate answers.

5.) 
FuzeDigital

FuzeDigital offers an affordable yet comprehensive knowledge base to answer your consumers' and staff questions. When assistance is needed, our email management system ensures your timely and accurate delivery of responses. Used by companies large and small that seek to deflect common questions while providing exceptional support.

6.) 
Happitu

Happitu is your customer support team’s personal coach. It guides your team through every interaction with custom workflows, responsive scripting, and dynamic help topics.

Documentation in Happitu is automated, detailed, and consistent. Go beyond handle times and service levels with the rich insights of Happitu – from granular interaction data to aggregate data and trends – you get the complete CX journey!

We intentionally built the Happitu Workflow Designer with your customer support team in mind. Using our intuitive tools that provide quick and safe iteration, you eliminate the need to involve IT or Development. Yes, you will no longer have to dread submitting a change request to Devin from IT!

Try it free for 45 days!

7.) 
Knowmax

Knowmax is a knowledge management software for enterprises. Customer service of any organization can leverage this tool to create, curate & distribute the knowledge at assisted as well as digital channels promoting self service.

8.) 
livepro

Knowledge Management software
livepro are experts in Customer Experience Knowledge Management and are passionate about improving customer experience. livepro is feature-rich yet easy to use, delivering answers to agents – not long complex documents to dig through. This makes customer service quicker, easier and more efficient. Staff require next to no training on complex procedures thanks to livepro’s intuitive design, which brings confidence up and training costs down.

9.) 
ProcedureFlow

ProcedureFlow is a step by step visual guide that supports agents as they navigate company processes. With a knowledge management solution that simplifies complex information, employees can spend less time searching and focus on what they do best. ProcedureFlow’s simple and intuitive platform enables contact centers to quickly and easily create, maintain, and update company processes in real time. With ProcedureFlow, teams can work more efficiently, better serve customers, and drive results that matter most to their business.

10.) 
Synthetix

Knowledge: For Your Team
Synthetix’s intelligent knowledge base software, Knowledge: For Your Team empowers your agents whilst fuelling your digital customer service channels.

With one centralised source of knowledge that is simple to use and update, providing customers with the right information – whether that be through self-service or direct – is efficient and always consistent.

With their own integrated knowledge base that recommends articles based on what they’re typing and decision tree technology that produces scripting, agents are more productive and Average Handling Times can be reduced by 25%.
 

About us - in 60 seconds!

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