Background
The Customer Experience Work Group was formed to research and provide a new resource for agents and our distribution channel This resource is intended to assist agents with a clear understanding of the touchpoints, with a focus on those that are technology-related, that the insurance consumer experiences across the phases of their insurance journey Discover, Evaluate, Purchase, Experience, Renew/Leave, and Advocacy choice.
UseAgencies are encouraged to use these recommendations as a guide to building their technology strategy; Determine what fits into your near- and long-term strategic plan, note the impact to consumer/client ease-of-use experience they expect, and utilize the Resources listed as one guide to getting started.
ACT encourages agents to become familiar with the overall customer journey, as a roadmap in using this view, you can identify those touchpoints that require consideration, with focus on those that are technology-related. We know agents are very busy, and the map concept allows you to easily identify those recommendations that would provide benefits in multiple areas of the journey, and therefore optimize the agency's investment.
Methodology
The Work Group met throughout 2014 to identify all the potential touchpoints within each phase, and also used in-person breakout sessions at ACT Meetings to gain more insight and confirm the conclusions.
We then selected key touchpoints within the journey and created a model to pilot. Finally, a pilot group of volunteer agents selected recommendations from this model to implemented and reported on their experience with implementing, and impacts to their agency workflow, as well as impact to their customer base. Feedback from these experiences were integrated into the recommendations.
The majority of the touchpoints will apply to both Personal Lines and Commercial Lines, however, there are clearly touchpoints that apply primarily or solely to one line of business. Those are identified as such.
2018 Update: The Work Group has now created the first-of-its-kind online CX Lifecycle website to further enhance the ease of determining agency priorities to meet consumer and customer ease of doing business expectations,
Further in 2019, the group will implement an online agency CX self-assessment and project planning tool. Stay tuned!
RECOMMENDATIONS WEBSITE & REPORT
The original recommendations report is attached as a PDF file: