Making IT work for your Customers – Intelligent Automation & Optimization

We are starting with a small shopping tale this time!
So, my choosy seven-year-old needed a costume for a school event. As always, I got handed over a list of specs - in addition, this time, a preferred shopping site too. Piqued by the interest, I asked, what made this site so special? Her answer was simple - it made her feel Special!

Upon digging a little into the details, I understood what contributed to the "feel-great experience"! Their greetings were unique - something to do with a titbit about the item that a young girl is shopping for and hip suggestions popping up for the accessories - that go perfectly with each dress.
When I got into the site, I felt motivated for different reasons too! Affordability, Access, Delivery Speed & the most important one - Quality (so she can breathe in easy). Of course, I caved in.

Because they did not just sell us a product, they delivered on an experience!
To our topic & Customers (Prospects & Policy Holders): Insurance is either an emotional buy or an obligation (most of the time). So, when it comes to customer retention or attracting a new segment of buyers - Experience is the Crux. The more so for P&C Insurance (with annual policy tenures), where there is a constant need to reposition yourself every year.

How can you create impactful experiences for your customers? By a conscious transition from Inside-out to the Outside-In Thinking? What are those fundamental questions you need to ask yourself as an insurance seller?

• How can we consistently deliver a sustained Customer-first Value? - Providing the right Advice, Service and Empowering them at every interaction touchpoint.
• How do we re/define our business operations around their experience encounters?

  • Perceive Operations from Customer angle.
  • Organize work around customer demands & outcomes and eliminate non-value work.
  • Systematize repeat manual work without overlooking the importance of the Human role in the digital ecosystems.
  • Establish right metrics - around customer satisfaction, value & process performance.
• How Tech can support me to be more customer-centric?

  • Support intersection of both Customer Demands and Company Requirements.
  • Incorporate variety into the structure & handle variations across contexts - Processes, Communication, Flow & Decisions.
  • Essentially being scalable, extensible & integrable.

Here's a Biz-Tech framework for tech enablement - to help you serve your customer better.

Building great experiences is about constantly addressing the one key aspect at every step of the customer engagement - What's in it for them? Like,understanding and appreciating their need to be approached or interacted with in a certain way. Catering for their needs by defining your products or services and making them available - as they think is right!

Ultimately, your most happy customers are your chief evangelists.