In days past, insurance customers had no other option but to call or visit an insurance agent to enroll, manage their account or make a claim. That was the nature of the age-old industry.

Executive Summary

Selling the right product to the right customer at the right time was one of the goals of a partnership between Esurance and Nuance Communications. Here, Nuance VP George Skaff explains the basics of improving the chat experience for potential customers of the online insurance brand. (Editor's Note: Esurance approved the content of this article.)

But now, more insurance brands are paying attention to where today’s customers are. Consumers are “always on” their smartphones, online when offline. As they research and make purchases on the go, they expect easy access to self-service and live assistance. According to Forrester Research, 73 percent of U.S. online adults say “valuing their time is the most important thing a company can do to provide them with good online customer service.” Forrester also found that 53 percent of consumers will abandon an online purchase if they cannot find quick answers to their questions. (Source: Kate Leggett’s Forrester Blog: “Your Customers Don’t Want to Call You for Support,” March 3, 2016)

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