- Personalized, targeted print materials can be effectively in helping insurance create a more satisfying customer experience built on trust
- Print gives insurance companies a more human communication touchpoint that today’s consumers still want and value
- Improving the customer experience through print opens up avenues for insurance companies to cros-sell or upsell related products and services
The recent increase in chief experience officer (CXO) roles paints a clear picture about the importance companies are putting on customer experience — this is especially critical for insurance brands, as a human element across all touchpoints is key in creating a positive customer experience based on care and trust.
The tactile, tangible nature of print communications can be very powerful for insurance companies to demonstrate that they’re a trustworthy partner customers can rely on. From personalized statements to thoughtfully designed welcome kits, print — as a complement to digital communication — is playing a vital role in creating a seamless, more human-centered customer journey.
Let’s look at a handful of ways I’ve seen insurance companies use print to improve the customer experience to help grow their customer base and business.
More engaging, effective customer acquisition campaigns
Insurance is unique in that it’s a low-frequency purchase but one that requires a high level of trust. Consumers want assurance, clear communication, and a sense of credibility from their providers before they make a commitment.
While digital communication is instant and easily scalable, it can also feel impersonal and quickly forgotten. On the other hand, print materials — things like personalized welcome kits, brochures, and direct mailers — offer a tangible touchpoint that allows customers to engage at their own pace. Plus, these kinds of print pieces have more staying power and longevity than digital communication, which helps increase the chance for conversion.
Printed materials can convey care and credibility, both of which are critical when building long-term relationships. 82% of consumers trust print ads most when making purchase decisions. And from an analytic standpoint, print just works: Direct mail has a higher open and response rate than many digital ads.
New member welcome kits
Choosing an insurance provider and starting the onboarding process can feel overwhelming for consumers. Personalized new member welcome kits can simplify the process by providing members with individualized, custom kits that use customer data to clearly explain coverage details, home maintenance tips, policy summaries, FAQs, and even best practices tailored to a customer’s specific challenges or needs.
Follow-up, triggered communications such as brochures and newsletters can provide timely and relevant information on topics like deductibles and claim filing processes to create a deeper sense of trust, turning customers into loyal brand advocates.
Personalized account summaries and invoices
Through the use of a print automation solution that integrates with your customer relationship management (CRM), insurers can take their communication beyond generic, impersonal letters and forms. With variable data printing, every piece of print communication — such as policy documents and billing statements — can include personalized information like names, policy details, location, renewal dates, and even milestone life events or recent interactions.
This personalization not only makes customers feel that their needs are being acknowledged, it also reinforces trust and clarity for those who may feel overwhelmed by what can be complex terminology and details.
Digital integrations for easier bill pay
The use of digital integrations such as QR codes and personalized URLs (PURL) can combine the tangibility of printed materials with the convenience of digital channels, providing convenience that can increase engagement and enhance the customer experience.
A scan of the code or PURL on letters, paper bills, policy documents, and renewal notices might take the customer to an online portal to view a personalized video that explains their coverage or next steps in the process. These integrations can also give users the option to instantly pay their bill, access real-time details of their policy and premiums, start a claim, or even connect with a live customer chat agent for immediate support.
More detailed campaign performance data and reporting
Those same digital integrations on direct mail can deliver more detailed campaign and performance data and reporting. From what kind of device was used to access your site to which pieces generate the most traffic, these insights provide the details necessary to help optimize the messaging that’s most effective for specific audiences.
These insights can also help inform or even dictate additional campaigns to cross-sell or upsell related services to build trust and loyalty with customers.
The number of QR code scans or website visits based on the PURLs provides the data needed to understand the effectiveness of your campaign, and this data also helps you evaluate your cost per contact to better determine ROI.
Regulatory compliance standards
What sets the insurance industry apart from many others is that it operates under strict regulations. Every single piece of communication — including printed materials — is required to meet a wide range of data security and regulatory compliance standards.
While complicated — especially given the volume of printed materials required of insurers — the secure, trackable processes that go into printed communication can help insurers provide the compliant communication required for even the strictest regulations.
Types of compliance standards insurers need to meet with print communication
- Disclosures and legal notices: Regulators often require specific language, formatting, and delivery timelines, and print can support this by delivering communications in a format that’s easily retained.
- Recordkeeping: By digitizing and properly archiving print documents, insurers can meet the requirements imposed by many jurisdictions to keep records for several years.
- Accessibility: Insurers are also required to produce documents in accessible formats — from larger print to different languages — when requested, and printers can provide a wide range of solutions to adapt to these needs.
- Audit trails: One key compliance advantage over digital tracking methods is that automated print tracking systems, certified mail, and return receipts can provide insurers with the document delivery verification needed for regulatory audits.
The insurance industry is complex, which is why a cohesive, human-centered customer experience is just as important as meeting compliance requirements. Customers need to trust that you can help guide them through every process, and the combination of both print and digital solutions can deliver the reassurance and reliability that they need.
Quantum has years of experience working as a strategic print partner in the insurance industry. Our commercial printing capabilities prioritize secure, compliant data use and print processes to help insurance companies create campaigns that optimize both their time and budget. Contact us to get started on your next print project.
