Putting Customers at the Heart of the Process

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Digital Transformation Begins with Customer Experience

Companies are continually grappling with how to deliver a better customer experience, assessing processes and identifying roadblocks to connecting with and serving customers. The quest to improve communications and decrease friction often folds into corporate digital transformation projects.

Digital transformation marks a rethinking of how an organization uses technology, people, and processes in pursuit of new business models and new revenue streams, driven by changes in customer expectations around products and services.

– Clint Boulton in CIO, What is Digital Transformation? A Necessary Disruption

In rethinking service and sales processes, improving the customer experience should be at the forefront. When considering how your digital transformation impacts customers, ask questions like:

  • What is the customer experience like today?
  • Where do customers encounter friction and how many steps does it take to make a purchase? 
  • What areas have the highest abandonment rates?

They say that you should walk a mile in your customers’ shoes. By stepping back and examining the customers’ journey, you can uncover opportunities to exceed customer expectations and outshine your competition. Transforming to meet your customers where they are — OnScreen — can be an important step to winning and retaining customers.

Digital Transformation: Meeting Customers Where They Are

One Glia customer, State Compensation Insurance Fund (State Fund), recently assessed their quote and bind process for issuing workers’ compensation insurance. The process was complex, requiring small businesses to answer 88 questions on a digital application and often involved multiple communications with customers over a few days before binding. The process often left the small business owner feeling frustrated. In addition to an undesirable customer experience, underwriters had to walk customers blindly through the application process. 

To begin the digital transformation of the quote and bind process, State Fund designed a shortened digital application and a “no touch” quoting experience. The updated process reduced quote times from 3 days to minutes and increased sales volumes. But, State Fund felt that the user experience still wasn’t optimal. Many small business owners still needed help to complete their transactions. On calls, representatives would often refer to screenshots of the website to determine what customers may be seeing on their screen to help troubleshoot. Customers also had to navigate multiple phone menus before a conversation could begin.

State Fund quickly saw the value that a Digital Customer Service platform could bring to their quote and bind process. After due diligence, the Small Commercial Business Direct team implemented chat, Live Observation, CoBrowsing, and eventually OnScreen voice to reduce friction and improve the customer experience. 

State Fund’s digital transformation resulted in:

  • Increased number of completed applications
  • Reduced number of policy corrections prior to binding, decreasing error-related price adjustments
  • 4.8 out of 5 CSAT ratings for chat
  • 5 out of 5 CSAT ratings for calls assisted with CoBrowsing 

Read the complete case study to understand how State Fund streamlined the workers’ comp application process and put their focus on growing customer relationships.