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Why banks and insurers struggle with proactive customer contact

10th August 2017

In recent years, insurers have spent a lot of time and money to restore their investment insurance portfolios. Partly due to pressure from their supervisors, and the market, banks are also discussing possible residual debt and operational prospects with their mortgage holders. The same applies to pension funds, which contact pensioners to discuss future income. It’s nice that the industry is now more in touch with the customer, but what does this look like in practice? And who is going to take responsibility for getting it done?

Customer advisors working for banks and insurers?

The question here is whether banks and insurers have sufficient advisory capacity to carry out this type of proactive customer contact campaign. Because the customer experience trends in this sector are clearly apparent, more and more resources are being dedicated to online (self-service) channels. Therefore financial organisations retain only a small core of customer contact experts, who answer more complex questions. As a result, they have less time flexibility to run a campaign.

The intermediary?

Would the intermediary be the channel that proactively contacts customers? And do they have the capacity to do so? Now that the economy is creating more business, intermediaries focus primarily on mediation; not so much on proactive management or recovery. So here too, there are not enough resources for proactive customer contact.

Or a whole different approach?

The challenge is to find a consistent approach to proactively contacting customers on a large scale. In this type of campaign, it is important that:

  • High quality advice is guaranteed
  • Progress is targeted
  • The maximum range of customers is targeted
  • Documentation of the campaign is unambiguous and complete
  • The customer feels in control as much as possible

This calls for an approach that recognises there is an art to achieving results through contacting customers proactively. The ideal, successful campaign uses smart online tools, but also offers the opportunity to consult with a customer advisor; and in our experience it is more than possible to advise consumers remotely. This is an approach that Webhelp has a lot of experience with.

How do you think customers are best communicated with proactively? Leave a comment below, or send me a message via LinkedIn.

Remy Veenendaal

Business Consultant

Remy Veenendaal
Article by: Remy Veenendaal

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