Cracking the Code of Technology-Resistant Insurance Customers

Cracking the Code of Technology-Resistant Insurance Customers

 

Technology has unlocked innovation and opportunity in so many areas of modern life, including in the insurance industry.  What seemed impossible or even unimaginable just a few short years ago has given way to wonder and excitement around the potential of digital answers to real-world challenges.

The cyber insurance market is growing at an estimated CAGR of over 25% during the forecast period of 2021-2026.  This growth is both being fed by new strategies for insurance targeted digital marketing and new ways of engaging audiences.

Younger generations have shown a preference for high-tech options over live agents, and insurance agencies are racing to bring the latest and greatest technological offerings to these customers. But we must remember the other half of the population who may be wary about making that technological leap.

How to Better Improve Your Insurance Institution’s Communications

Insurance providers need to seek solutions that address the pace and priority of technology’s place in the customer experience, ultimately understanding that adoption is a long-term mutually beneficial goal.  They must balance catering to tech-averse customers’ preferences while patiently guiding them into the digital-first future. Prioritizing live agents, offering flexible options and educational content, as well as having expertly trained staff will ensure that these customers stay loyal to your insurance agency while you help them embrace and adopt new tools.

Here are a few steps you can take now to ensure you reach your current and potential clients in a manner that works best for their needs. Being proactive can help your clients gain confidence and comfort with the tools that will define future engagement.

1. Maintain an inviting physical storefront.

• Tech-averse consumers will likely be hesitant to purchase insurance online, so it is important to still have an inviting brick-and-mortar location that customers can go to.
• Ensure your location is conveniently located, has flexible hours, and is fully staffed with well-trained, friendly employees.
• Have technology available to clients so they can see and test-drive the tools they are being asked to utilize.
• Consider how your physical location looks in online directories and databases. Hire a professional photographer to capture images of your building or office, so clients can link the online world with their in real life (IRL) expectations.

2. Prioritize phone calls over automated emails & chatbots.

• Offer one-on-one tech support that is easily reachable. Offer a direct tech support hotline with flexible hours, ideally including night and weekend hours when possible.
• When customers call, there should be a proven and effective process in place to guide them through new technologies. Written manuals and digital workflows can help ensure a consistent and expedited experience for all customers.
• Ensure your company maintains enough agents to handle high call volumes. Leaving customers on hold and frequently redirecting calls leads to immense frustration. When customers call a company, 73% of people say they are “very annoyed” when the wait time is too long, along with 70% of people who say they are “very annoyed” when they are transferred to a new agent. When a customer has a technical issue, a direct number should be easily available on your website and wait times should be kept at a minimum.

3. Have expertly trained staff and provide direct tech support services.

• Insurance has historically been a relationship-focused industry, with priority and preference towards face-to-face engagement.  A 2022 Datos Insights Report on the life insurance buying experience showed a majority of consumers (53%) had a preference for human assistance, with the remainder nearly equally split between online solutions and going it alone.
• Seek out resources on how to train insurance agents that are modern and relevant. Training and development in insurance companies should include strategies and techniques that help personalize online and virtual experiences.
• During the sales process, agents should always prioritize phone calls over emails to earn customer trust and secure the sale.

4. Provide educational content.

• New systems and processes can be intimidating. Your long-term goal is to introduce technology to your tech-resistant customers in a way that is non-threatening. As part of your insurance agency marketing strategy, consider ways to remove the fear of technology through education. Examples include:
  • Hosting webinars.
  • Creating comprehensive guides available as tangible pamphlets and downloadable PDFs.
  • Writing blog content that guides a user through your interface.
  • Hosting live group tech demos and learning sessions.
  • Offer tech tips on printed materials, including paper inserts, statements, and newsletters. (Consider how partnering with PrintMail for Insurance Customer Communication Management can help maximize engagement and reduce costs for insurance statement printing and processing.)
  • Uploading tutorial videos to YouTube and sharing them throughout your website and social media platforms.

5. Focus on user-friendliness.

• Ensure your tech offerings are as easy to use as possible to lessen the customer’s learning curve. Provide emphasis and encouragement on how these tools are improving the process, ultimately benefiting the client.
• Avoid complex insurance jargon. Customers may become confused if they are attempting to use an online claim filing system and it is full of hard-to-understand language. Ensure the process and the copy are as simplified as possible.
• Provide a Frequently Asked Questions (FAQ) section of your website with answers and links for top queries and potential problems. Ensure this is a living document by making it easy for clients to submit new questions and then incorporate answers into the larger document (be sure to scrub personally identifiable information where necessary). Listening to your clients’ concerns and questions can yield opportunities to enhance and improve your tech tools and resources.
• Monitor digital trends in the insurance industry and adapt to continually provide updates to your customers.

 

6. Provide flexible options.

• Provide multiple channels where your customers can perform tasks like purchasing a plan, filing a claim, or updating their medical history. If a customer is averse to using an app or website, have call center agents available and offer in-person appointments. Having flexible options puts customers in the driver’s seat and allows them to choose the method most useful for them.
• Remain open to and aware of digital trends in the insurance industry and be ready to shift resources to accommodate the need to support and leverage new channels and technologies. Be where your customers are and expect you to be.
• Continue to engage your internal teams on the question of how to improve the customer experience in insurance.

7. Have patience.

• Tech-averse customers might need a bit of handholding to grasp new technologies, and that’s okay. Train agents to be patient with these customers and to take the time to walk them through the process. Agents, tech support, and other staff should act as patient and expert guides as they introduce technology to their customers.

BONUS: Futureproof Your Business by Cultivating Receptive Audiences

Consider how you can develop a digital marketing strategy that attracts and engages audiences already comfortable with online environments and interactions.  PrintMail can help whether you’re just getting started with digital marketing or you’ve been investing in these channels already.  Contact us to learn more about how we can support your insurance company’s growth goals.

Partner with PrintMail Solutions and Put these Strategies into Action Today!

PrintMail can help you streamline communications and achieve success for your insurance agency or financial institution. To learn more about how we can improve your customer communications, connect with our team!  And don’t forget to subscribe to our blog to stay up to date on best practices, tips, and strategies for insurance marketers.