ORBiT Day: KYC It Starts Here is coming June 4th. One session is Customer Engagement in 2018 and we’ve gathered a couple of the speakers for a brief preview…
How do you know if a customer appreciates your communication?
JF LeBlanc, Product Manager, Applied Systems Canada: The best way to know if customers appreciate your communications is to ask them first. Before sending any communication, ask them what their interests are, the type of insurance topics that they’d be interested in, general or specific insurance subjects, etc…
- When communicating, make sure you send them what they’ve told you they would like you to communicate!
- Survey them. Routinely send them quick short surveys to ask them about their satisfaction and confirm the insurance topics and ideas they would suggest you.
- Monitor their response. And adjust.
- Communication is a both ways process: you talk they listen, they talk you listen.
Ken Sedgewick, Director of Sales, Trufla Technologies: Data! Any type of digital communication can pretty much be tracked back to open rates, bounce rates, etc. Compare against industry (and other industry) averages to see if people are engaging or if it’s falling on deaf ears.
What’s the line between staying in touch and being a nuisance?
Ken: Again, data! If you’re seeing a higher number of unsubscribes or feedback from customers, it’s probably too much. There’s a wealth of information from marketing companies out there who have A/B tested this so no need to recreate the wheel. Also, keep in mind we sell a product most people don’t really want, so frequency should probably be slightly less but HIGHLY personal and targeted.
JF: Setting up a communications calendar is important. Insurance is not a “sexy” subject so make sure your content is relevant, appealing, timely, simple and short.
In marketing, frequency is key. An appropriate frequency depends on your organisation and your capacity to create content. Start slow and increase as you gain experience. It may be on a monthly basis for general communications and timely during micro moments (life events) for specific and personalised communications.
Again, monitor their response and adjust. Your unsubscribe ratio should tell you a lot. Frequency or relevance?
How should engagement differ depending on the platform, is an email different than a Tweet?
JF: You must KYC and the differences between platforms. Not every platform is for the same kind of messages, that’s why there are many.
- If a consumer has downloaded your mobile app, he expects to interact with it. So you have here a tool for very specific communications.
- Emails are for more general content about their insurer or your brokerage. He has asked you to send policy documents, invoices, certificates of insurance, etc. You can expect them to read it and you follow up with a call.
- Social medias are usually for timely posts about news, events or timely subjects appropriate to a micro moment (“how to prepare your cottage for the upcoming season”…). With your social media properties, you are trying to create a community that will link to your interest and values, and expect them to interact within it.
- Messaging apps allow to directly interact with consumers who are asking questions or making comments. Customers expect quick responses. Needs fine touch, professionalism and diplomacy.
- SMS: those should be short and very simple, usually with a link to a landing page for further information.
Ken: Absolutely. Today there are many channels for communication and each one has different engagement. Again, there’s information on this out there that you can leverage and monitor what kind of engagement you’re getting.
What’s something people can take away from this session?
Ken: If you don’t have a communication strategy, start one. It doesn’t have to be perfect but at least get a plan in place for getting your brand in front of the customer more than the industry average of 1.4x a year. Make sure you have tools that allow you to send personal, targeted and relevant messaging
- KTP (Know the Platforms): Understand which works for what.
- Draft a simple plan and strategy
- START communicating
- Monitor, monitor, monitor AND adjust
- All of this must be dynamic and evolve