Marcia Fernandes: Are we thinking of omnicanality in a strategic way?

By Marcia Fernandes

The rapid development of the digital in recent years has created an environment in which customers have more control and knowledge about the brand than any other time in recent memory. We live the era of omnichannel, which aims to offer a consistent and stable brand experience . But, are we really doing this?

The term omnicanality designates the ability to act and integrate different channels, ensuring a unified consumer experience. Therefore, offer problems to customers or even mediocre solutions is not an alternative - if customers are dissatisfied with their omnichannel meetings, they will escape.

Also, what precisely omnichannel implies? Omnicanality goes far beyond the diversity of channels. We must have a purpose when incorporating this strategy into our companies and this purpose should be the customer experience, it in the center.

Compared to other industries, the insurance and health sectors are relatively slow in the adoption of innovative changes in the customer or patient experience. One of the reasons for this is because the sectors still operate in a fragmented ecosystem that adopts an isolated channel approach.

Therefore, it is important not only to rely on a contact center modernization strategy but also with a plan for the addition of new channels and tools. Otherwise, the company will end up with a number of data silos that does not interact with each other and therefore are unable to support the client's journey.

In addition, it is necessary to take care of the channels that are most relevant to the customer. Not everything that applies to the retail and financial sector, which are among the leaders in the investment in digitization in Latin America, can be considered in other sectors, such as health. Some customers may prefer to chat with phone experts, but complain about the Call Center long standby.

Therefore, before leaving for a complex implementation plan, it may be more beneficial to invest in improving the quality of customers' preferred channels.

This was the path chosen and adopted by United insurance. In 2021, the insurer implemented the customer experience core, invested in the Omnichannel project and expanded interactions via Chatbot and the insured database.

We start from the principle that, in addition to agility and efficiency, the company needed to assume as a predominant factor in all actions an even more humanized look. This strategy also made us expand the care initiatives with our service team, which is on the front line with the client, and invest in digital platforms that add value to the experience of people with our services.

Our Omnichannel project came to incorporate a unified view from the organization's customer's journey.

In addition, to enrich our database, the company started to contemplate the registration update as a determining factor for to unlock of health insurance cards. With the initiative, the insurer reached 2.2 million information obtained, highlighting the registration of telephone number (more than 32%).

Another project that has aggregated our strategy was Digital +, focused on process agility and elimination of paper in the company also advanced. Until the time there was an elimination of 7.8 million printed pages and savings of more than R $14 million since the beginning of the project, in 2018. It is not less important, we also created Nina, the virtual assistant of the insurer who counted more than 77 A thousand interactions so far.

The positive numbers I bring here demonstrate that when an organization has a well-thought-out architecture to include new channels, it is possible to evaluate where the customer is and how he wants to be attended . This is strategic omnicanality, thought to the customer.

Marcia Fernandes is superintendent of client management in united insurance

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