The post-COVID consumer is not the same as before the pandemic. Not only have companies evolved to adapt to this new world, but customers and the way they consume and relate to companies have undergone major changes. In the insurance field, there have been essential transformations that fully affect brokers, whose direct relationship with customers is their main strength.
Studies on brokerages conclude that consumers have changed the way they buy during this time. But, on the other hand, we have also detected that they have appreciated the closeness that mediation has shown during the pandemic. What we must be clear about is that the thinking we had about the new generations when communicating with them through social networks, apps, etc., also affects older people, so we must implement all these channels to interact with customers. Customers are looking for omnichannel, which should combine digital and personal media. If we only have digital channels, we lose the closeness and peace of mind that we bring them knowing that our teams are behind them. On the other hand, if we only have traditional channels, we will not reach many of them or meet their current communication needs...
Proximity and immediacy.
"Consumers have sought new telematic ways of relating with their broker," analyzes Martín Navaz, president of ADECOSE. "In this sense, we believe that what consumers value most about their mediator is the proximity he offers them when it comes to listening to their queries and offering advice, as well as agility and speed when it comes to solving them. The new client demands an immediate resolution to their problems, for which the teams must be well communicated, coordinated and organized to work remotely with the same efficiency as from the offices," he points out.
"Clients have demanded immediacy and ease in communicating with their brokers, as well as in carrying out any kind of insurance transaction. And, so far, intermediaries have met the challenge and have managed to adapt in record time," says Reinerio Sarasúa, former president of the General Council of Insurance Mediators' Associations.
Enhancing the value of mediation
Observations made conclude that the customer in general is very affected by health and economic uncertainty and demands more security. A customer requires very efficient responses from us. Nowadays we are compared more than ever, and we are obliged to value our independent advice and proximity as our main weapons in the face of the aggravation of competition.
The client has seen that the management of his policies has to be done from home and wants to be in control of it. The brokerage that wants to maintain this traditional client with a personal service, but with new habits, must have tools that allow the client to perceive that not only has this not changed, but that it has changed for the better. Brokerages must invest in this aspect.
Technology has been the main protagonist of this new situation. Consumers have adapted perfectly to the new trends in the insurance market in terms of taking out policies. The role of the broker has been essential in educating the client to adapt to the new model.
According to several studies, the changes in the consumer as a result of COVID are radical. We have learned to buy on the Internet and the distrust that existed in Spain about distance selling, payment by digital gateways has been eliminated... It is a good thing that insurance still needs human contact to close the sale, otherwise we would have a big problem in the sector. But the fact that insurance needs human contact to close the sale does not mean that the whole sales process needs human contact to be carried out. Far from it. Insurance sales are increasingly hybrid. And in the early stages of the sale, prospect acquisition, contact and the creation of the need is much more digital than analog. And, to reach the closing, we increasingly need a good digital process to manage customer objections. The most successful meters in sales, which are achieving exponential organic growth, apply hybrid sales processes.
News Source: Adn del Seguro 24/02/2021