In recent years, the customer experience in companies of all sectors is setting the standard. In addition to being a differentiator, it directly impacts customer loyalty. Pacific Insurance He knows it, which is why he works tirelessly to improve this experience. About the relevance of this topic, we spoke with Renzo Zapata Euribe, manager of Personal Business Benefits and Benefits of the insurer.
How is this trend observed in the insurance market?
The customer experience is adapting to new needs. Today clients no longer compare us between insurance companies. Historically, insurance companies were working with rigid processes and many technical legal terms that ended up being complicated for clients. And our success was measured by how better we worked than the rest of the competitors.
Nowadays, clients no longer compare us within the same industry but with experiences they receive in other companies and technological leaders in innovation such as Apple, Yape or Amazon.
Do you consider it positive?
It is a positive thing for the industry because it is finally driving us to innovate and transform. It is also important to have clear, simple messages, simplified, optimized processes, to give them a better experience. Today, customer experience is no longer an added value, it is something that is expected and the better experience we provide, the more the level of trust with them is strengthened.
How does Pacífico Seguros work with this new standard of customer relations?
We have decided to lead the transformation of customer experience and we do this from three main focuses. The first is hyperpersonalization and new technologies are important here. We listen from artificial intelligence and data analytics. With the data that we obtain from clients or that clients provide us, we can design products and services that adapt to the needs and the moment that the client is going through. Second, the human touch and the proactivity that we can give. We have to stop being a reactive industry and become proactive. We must anticipate, be one step ahead and even be able to provide information that helps them make better decisions about risk prevention, which is also important for the client. Finally, everything is based on the technological stack, because these technology tools are enabling, they allow us to digitize, automate processes to have simple and frictionless experiences.
What does it mean for Pacífico Seguros to make the customer feel special?
From the first contact we have, the client knows that we understand and know them. For this, it is important to manage data and also design personalized experiences. This is where we have to understand that a client cannot necessarily be tagged by a digital or traditional profile. It must be understood that even someone with a more digital profile may need empathetic support, with a human touch.
Have they managed to reach the levels of loyalty they expected?
We have made important progress. However, we know that this changes at all times and even though we increase some indicators, we continue to raise the standard.
How are you measuring the success of a good experience?
We have several indicators. The main one is the NPS, the mother indicator of customer satisfaction and obviously we also have other indicators of persistence, retention, how many products you have with us. However, we know that experience goes beyond numbers. In the end, we, as Pacific, have the purpose of protecting people’s happiness. And that is not only measured by these indicators, but because we understand those needs.
What have you learned along the way?
That technology alone does not solve everything. Technology is an enabler, but it will not always solve the customer need on its own. There are experiences where the client will need self-management and an immediate response. That’s where technology comes in on its own to serve the customer. But in other moments where the client will need to talk to someone, to understand and accompany them, even in a moment of shock, technology is not going to solve it but our customer service.
How would you like Pacífico Seguro to be remembered by your clients?
For us, the moment of truth is when an accident occurs, which is always a complicated moment. What we need to understand is that complexity and variability in needs to be able to adapt at that moment. If a theft occurred, what you need is speed and simplicity. But if a very close family member dies and you are in shock, you need support. We have designed three experiences. One in which this accompaniment is needed and two others that we call One and Zero Click. These automatic processes occur from the moment we receive the declaration of the incident or occurrence. Almost in real time we make the settlement and payment in a matter of minutes. That’s the One Click experience. Zero Click is when we seek to obtain information about the occurrence to activate coverage. With these experiences we seek to build trust with the client, what is good for the client is good for the industry.
