11 February 2020
Build trust in your insurance agency with live chat
In a previous article, we touched on how effective live chat is with insurance prospects. Today, we’re focusing on how to build trust within the insurance industry as a whole, using live chat for websites. Trust is one of most vital keystones for insurance agencies. If a customer doesn’t trust an agency for whatever reason, that customer is lost for life unless they have a personal recommendation they can trust more than their own personal experience, so it’s evident that insurance agencies would have trust building as priority.
So how does one build trust with an unknown website visitor? How can an insurance agency reinforce and strengthen the trust with an existing customer? The best way to do this is through swift, consistent and reliable support and communication throughout the customer’s journey. Consistency is critical here, especially with existing customers. Those who may have even a sliver of skepticism or doubt could tarnish your brand if your speed of communication reduces after they purchase. Customers need to know that they can count on you when it really matters, because that’s part of the safety net that insurance policies provide. While comparison-savvy customers are all about cost savings, studies show that good customer service improves customer retention and loyalty.
How does live chat support trust?
In the information gathering part of the purchasing cycle, prospects will be scouring the internet to find the best deal, the best value for money and the most reliable and trustworthy insurance agencies. While prospects may use a comparison website to fish initially and narrow their search, they will come directly to you for the money exchange. When they are ready to gather more information, there will be questions for which they will need answers, and a live chat system is the best possible method of immediate communication with a prospective customer. The prospect is measuring every aspect of their experience, from the layout of your website, the last time you updated your blog, your social media activity and how quickly you engage them via either a live chat, instant message on social media or email. Experience is everything for a prospect, as we live in the age of convenience, not just cost-effectiveness. Your insurance agency’s swift response will create a lasting positive impact on the prospect trusting that you will be as time sensitive if things go awry, as timelines and good customer service are the make or break factors in the purchasing process.
Artificial intelligence can also assist in this regard. By utilising an AI ChatBot, your website visitors can be engaged immediately, rather than waiting in a queue to be served. An AI ChatBot can speak with an unlimited number of website visitors and it doesn’t go offline, so it’s working for you, even while your office is closed. By helping them navigate the website, answer basic questions and collect initial information from the website visitor, your agents will have more productive conversations and be more likely to convert that visitor into a sale based on the information the AI ChatBot collected. Another hidden benefit is that the AI ChatBot can act as a time buffer for your customer service or insurance agents, giving them some more time to have more quality conversations, and not just rush from one prospect to another. This will in turn increase your customer satisfaction rate, build trust and increase your brand equity.
Make the process less of a headache
Have you ever tried to buy something online and the process raised more questions than answered, was littered with complex language and left you feeling a mix of frustration, intellectual ineptitude and helplessness? Policy documents can leave someone feeling like they are in over their head, and they’d rather not bother with the whole thing at that moment, meaning you could lose that prospect altogether. Even the policies themselves are complex, with multiple types of coverage for different possibilities and varying restrictions that only those who are in the industry can understand it clear enough to make an informed decision, leaving the average prospect with two options: quit or possibly make the wrong purchase.
Having a live chat for your website means that when that complicated language or sales form question makes your brain hurt, you can turn to someone for help. When someone is there to answer your question, regardless of if they are human or a virtual assistant, it puts your mind at ease and you are more likely to proceed than quit. It also adds a massive layer of a magical material called trust, and this trust will trump any negative feeling and replace it with a positive one, as the prospect has gone from feeling overwhelmed to relieved and your insurance agency is the saviour of the day. And because you saved the day, that customer will feel not only trust because you helped them when they needed it, but a sense of loyalty to your company as well, winning you a long-term customer.
If you’re interested in deploying Click4Assistance, the UK’s premier GDPR compliant live chat software solution, to make your insurance agency more effective in 2020, give us a call on 08451235871 or send an email firstname.lastname@example.org and one of our team experts will be with you right away.