Recently, I was speaking to a friend about the work we’re doing here at Ushur. They asked me a simple question, with a complex answer–“What should the ideal customer interaction look like?”
The reason the answer is so complex is that most companies simply don’t understand what the full lifecycle of customer engagement entails. The collective approach is and has long been, largely transactional. Companies look at transactional points, design and construct transactional experiences, and support all of them with transactional tools. To me, the world “interaction” itself implies a one-and-done attitude. As a result, most companies miss the mark when it comes to the holistic customer journey. It often happens in painfully obvious and avoidable ways that create a confrontational relationship between provider and consumer.
A good friend of mine is going through cancer treatment. It took him five proactive phone calls to schedule his first appointment with a specialist. The amount of friction he’s experienced as a claimant and the amount of work he has to do to understand all of his options as a patient would be hard enough on a person in full health–let alone someone dealing with the mental and physical strain of a serious illness. Another close acquaintance recently experienced an accidental fire in their kitchen. They’ve spent two months living in hotels, jumping through hoops to prove to their insurance provider that it should be covered under the terms of their policy–a policy written by the provider. Why should the responsibility fall on the customer?
On an individual level, we would all almost certainly act with more empathy. It’s this mindset that we need to bring to the next generation of engagement. Most of the organizations we serve are engaging with customers around life-altering moments. They might be buying a home or a car, going through treatment, or filing a death claim for a loved one. These are the instances in a person’s life that doesn’t require additional friction, and the process of engagement should reflect that reality.
The Culture of Ushur
In close collaboration with our leadership team and our unstoppable head of HR, Sarah Stevens, we settled on three key values to serve as the framework for Ushur’s culture both for today, and for tomorrow.
Today, disproportionate emphasis is put on creating new customers at the expense of existing ones. But it is far easier and more efficient to retain and delight an existing customer. It’s also easier today than it has ever been to leave a product or service or provider behind in favor of a competitor. Unsurprisingly, the need to retain customers is shifting to the forefront for businesses across every industry. What this means is that there is a massive opportunity in the world of insurance, healthcare, and financial services to improve when the time of service comes.
Companies aren’t oblivious to this. They know they have gaps in the customer journey. Where they fall short is how they approach those gaps–they try to eat the entire elephant in a single mouthful.
On-boarding for a new customer shouldn’t look the same as support for an existing one..."
“Holistic” doesn’t mean one-size-fits-all. It’s not something that can be created once, alongside an expensive consulting firm, and applied to every customer with whom you engage. A complete journey is made up of bite-sized interactions, engagements that happen at different times to different people experiencing different circumstances. On-boarding for a new customer shouldn’t look the same as support for an existing one, and so on. They are strategically compartmentalized experiences that make up a better whole.
That’s why we’ve taken the approach we have at Ushur, built around the concept of micro-engagements. Modern organizations can solve every part of their customer journey with micro-engagements, a well-thought-out approach to the entire lifecycle from first contact through service and ongoing support. Our mission is to ensure that whether someone is filing a claim, shifting a 401K, or going through treatment, they know they will encounter minimal friction. They know they’re not going to get stuck, that they’re going to complete the transaction successfully and as intended. Every customer journey should be that easy to conceive of, experience, and complete.
Ushur delivers the world’s first AI-powered Customer Experience Automation™ platform that has been purpose-built, from the ground up, to intelligently automate entire customer journeys, end to end. Designed to deliver delightful, hyper-personalized customer experiences through rapid issue resolution and unified, omnichannel engagement, Ushur is the first-of-its-kind system of intelligence. It combines Conversational Automation and Knowledge Work Automation in a No-Code, Cloud-native, SaaS platform to digitally transform every step of the complete enterprise customer experience – from Micro-engagements™ to entire customer journeys.
Backed by leading investors including Third Point Ventures, 8VC, Pentland Ventures, Aflac Ventures and Iron Pillar, Ushur’s Customer Experience Automation™ solutions are currently in production at some of the leading insurance providers across the globe including Irish Life, Unum, Aetna, Cigna and Tower Insurance.
Have you ever wished that it was easier to interact with an insurance carrier? We all know that waiting on hold for what can feel like forever and scouring the Internet for answers to seemingly basic questions are major hurdles that can cause most customers to approach simple tasks, such as filing an insurance claim, with caution and dread. With Ushur’s omni-channel Virtual Customer Assistant (VCA) powered by Conversational AI, insurance carriers can automate servicing for their end users in their channel of preference. That’s why Ushur has added WhatsApp, a popular communication tool used by 2 billion people worldwide, as a communication channel.
The insurance policy is a contractual agreement that stipulates, in exchange for payment, a person or business will receive reimbursement or financial protection against losses from an insurance company. In other words, if the required premium is paid, a customer will be paid for covered damage, injury, illness or loss.
Insurance is one sector of the financial services industry which has faced challenges as it embraced the digital revolution - first by choice and then by necessity following the pandemic lockdown. Cloud computing has taken hold, but some carriers are early in exploring solutions like artificial intelligence and machine learning.Insurance companies are eager to find technologies that cannot just improve but differentiate their overall customer experience, ideally while also reducing operational expense. One specific area insurance companies are looking at closely is claims service and process automation or as Ushur likes to call it, the future of insurance.
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