Giving customers access to the information they want quickly and easily is essential for engaging and converting them to new business. It can be very frustrating to have poor digital customer experience from your insurance provider or bank to accomplish simple tasks that are essential to you, or worse still hitting a progress roadblock where you can’t complete a purchase or query you might have already spent 10 minutes or more on.

Did you know that up to 70% of customers across all generations looking to buy insurance or get a loan will choose online as their preferred way to get a quote, make a payment, make a claim or apply for a product? 

Therefore an outstanding digital customer experience across mobile and desktop devices is more important than ever and here are some key changes you need to make to start to acquire more customers online:

1. Offering a true omni-channel experience across digital and traditional channels

It is core to provide customers an integrated experience through a variety of channels that are seamlessly linked. This multi-channel approach sells and serves customers in a way that creates an integrated and cohesive customer experience no matter how or where a customer reaches out. It also enables customers to pick up where they left off on one channel and continue their journey on another. When thinking about implementing an omni-channel strategy, here are a couple of things to consider:

1. How do you keep track of customers and figure out where they are in the buying process? Consider implementing customer relationship management systems to help you better segment and tag various customer groups and maintain customer relationships.
2. How do you provide a consistent customer experience across channels? Make sure to optimise each customer-brand interaction based on the journey the customer is using.

2. Offering excellent online customer experiences across all devices

Customers are ruthless when it comes to Financial providers that provide a poor digital experience. There is no reason for them not to have a frictionless online experience. When thinking about building seamless digital experience, the first step is to understand customer behaviours to map their journey and focus on identifying key moments in their journey where brand perceptions and loyalty are formed and then, optimise those critical moments for the best possible experience. However, in order to do so, the following two critical questions must be acknowledged:

1. What are the usability and accessibility of your company's digital assets? Is it possible for users to access the website or use the app, or portal without having to think too hard? Is the platform or app effective at resolving the issues it was created to address?
2. Is it possible to access your digital assets from a mobile device? Does the site work well on other devices?

The founding principles of a great user experience are accessibility and usability. Customers must be able to easily access their financial providers' digital assets, and the asset must, of course, deliver on its promises.

3. Making customer engagements fast and intuitive for anyone to use 

Financial institutions can boost their company image and create loyalty by providing a consistent user experience. Customers want to solve their problems or find answers with little or no human intervention, which is why self-service portal options, live chat features, and chatbot-powered support are becoming increasingly common. It doesn't mean consumers don't want to speak with an agent; it just means they'd rather find the information they need first and then conveniently communicate with an agent if they do need assistance.

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65% of customers are happy to receive service from a bot as long as they have the choice to speak with a representative if necessary.

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Thankfully, with technology, Financial providers can now acquire the capability to create a 360-degree view of their customers and consequently provide personalised experiences for each consumer.