This is interesting.
Eptica, a company specializing in helping businesses communicate across various channels, recently did a study within the insurance industry.
They looked at how successful (or not!) 100 of the leading U.S. insurers were at answering typical consumer questions about insurance. Here’s how they say it:
Eptica evaluated 100 leading U.S. insurers on their ability to provide answers to 10 routine questions via the web as well as their speed and accuracy when responding to email, Twitter, Facebook and chat.
Well, the results aren’t great. It’s been a while since I was in school, but I’m pretty sure 28% is failing, right?
Here’s the infographic:
To put it nicely, there’s room for improvement, isn’t there? Geez.
Creating the experience
Customer service is about creating great customer experiences.
If I have a quick question about my policy, the last thing I want to do is call 1-800-WHATEVER and peck my way through a never-ending phone tree. Why then, did carriers tell consumers to call them 68% of the time?!
It’s also surprising that more carriers don’t offer live chat. Just 17% of the surveyed insurers offered chat, but only 5% made it available. That’s embarrassing.
We added live chat to forge3.com in May of this year. Since then, we’ve responded to 87 chat sessions from prospects, clients and partners. That’s 15 per month, on average. It’s been an amazing channel for us.
50% is better than 17%
Live chat is integrated into our ActiveAgency website platform. And the good news is that we’re seeing about half of our initial Launch Partner agencies embracing live chat…many for the first time. Kudos to them!
Like these agencies, carriers need to adapt. It’s not like it was “back in the day.”
Perhaps this line from our website sums it up best:
Business is about relationships. That will never change. However, the tools used to build those relationships will. In fact, they already have.