Customer Engagement

The Next Frontier for Insurance Customer Engagement: Interactive Videos

Engaging content enriches the customer experience and builds a relationship with the policyholder in a way that traditional communications never could.

We all know that video has become a go-to resource for consumers, both for entertainment and education. Expressing complex information in a visual way helps people understand products and learn about brands, too. That can be particularly useful when you’re in a complex industry like insurance, where billing statements, policy coverage and endorsements can’t easily be broken down in a single phone call.

While insurance companies are continually searching for new ways to engage customers, few have ventured into the realm of video marketing. That’s a missed opportunity: YouTube is the number two search engine in the world and a third of all online activity is spent watching video. Not only that, videos can improve the understanding of a product or service by up to 74 percent.

But, given each individual policyholder’s unique situation, how can video help them understand services? The answer lies in personalized, interactive video communications. Personalized video encourages customer engagement by prompting information throughout the video. That information is aggregated with other data, so the video can be customized for each customer.

With an interactive online video service, insurance companies can answer policyholder questions before they become real issues, reduce call center inquiries and improve customer satisfaction.

Video + Data = Customer Satisfaction

So, what’s the key to using personalized, interactive videos as customer service tools? High quality data. By combining customer information with real-time data about everything from weather to insurance policies to deductibles and billing statements, insurers can offer an unprecedented experience for customers that engages and educates on an individual level.

The big advantage to an interactive video as opposed to a static one is that the content can change to answer a user’s specific questions. Insurers can create prompts that allow viewers to input the questions they want answered and then show them the content that’s most relevant to their situation.

A fully functional, data-empowered, interactive video can perform many of the functions a call center does, which in turn reduces the number of total inbound inquiries that insurance reps have to field.  And, when customers do call in, there’s a good chance they will be more educated about their billing and policy options, thanks to the video.

These videos can become true business intelligence assets. With comprehensive dashboards that show video performance, viewing time, visits and success metrics, insurance companies can easily see what issues are most common among policyholders and which videos are the most engaging. That can help inform future sales and marketing campaigns, as well as policy adjustments.

Engage, Educate, Enrich

We’ve discussed before how modern document publishing systems can be utilized to provide personalized messaging and how insurers can better engage with customers. Interactive video is an exciting new option for insurance companies to engage and service their customers, as well as to help build brand awareness and customer loyalty.

At a time when many brands are scrambling to gain traction among their audiences, the more personalized and relevant the content, the better the customer experience. Engaging content enriches the customer experience and builds a relationship with the policyholder in a way that traditional communications never could.


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