(Image credit: Dollar Photo Club.)
In part one of this series, I discussed the increasing pressures that insurance organizations face to contain costs while finding new and more profitable ways to reach customers. At the center of these challenges are customer-facing documents, including letters, statements, welcome kits and disclosures, that present an often-missed opportunity to function as powerful touchpoints to strengthen customer experience and brand loyalty.
How can insurers tap into the potential of these documents? My suggestion is to treat them with the same intense scrutiny that you give to other critical organizational functions—such as IT, finance, marketing and compliance—by establishing a Document Center of Excellence (DCOE).
Best practices for establishing a DCOE
As with any center of excellence, a DCOE first needs to have executive buy-in and ongoing support. One way to ensure this high-level sponsorship is to establish an executive steering committee that includes upper level management from all involved stakeholder departments to ensure that the DCOE’s activities align closely with the company’s objectives.
The DCOE itself should be a team of cross-functional members with the knowledge, skills and responsibilities necessary to address the many technical, process and business issues that will arise throughout the customer communications journey. To get the broadest view, it is best if the members include both in-house resources and third-party providers.
As part of the DCOE, each member must agree to remain current with developments in their area of influence. The DCOE as a team will then be able to understand and consistently evaluate the most recent developments and techniques available from ideation to implementation for all types of customer communications. This process will promote the innovative thinking that results in a competitive outcome.
In my final installment in this series, I will share how a well-functioning DCOE can improve customer communications, save money and ensure a meaningful return on investment.