In this article, we will find out how insurance companies can use WhatsApp Business as a communication, sales and customer support channel
After the release of WhatsApp Business and, in August 2018, of the WhatsApp Business API, the app has become one of the main conversational marketing channels. More and more companies use it to carry out their activities in the sales and customer service phase, and the insurance sector is not excluded.
It is estimated that over 5 million companies around the world are already using WhatsApp to support customers and grow their businesses. Thanks to its ease of use, WhatsApp allows companies to communicate with their users quickly and to be able to reach potential customers wherever they are.
Users nowadays expect to be able to interact with companies through instant and quick messaging channels, and given the increasing use of these apps, companies must also be able to adapt to these new trends.
Among the various types of companies that use Whatsapp, in recent years there has been a growing interest in this messaging channel among insurance companies, in order to manage communications and increase the opportunities of their business.
Companies in this industry are constantly striving to relate more humanely, directly and efficiently with customers, to establish a relationship of trust with them that WhatsApp, together with other direct messaging apps, is able to guarantee. By getting to know their customers better, insurers are able to offer appropriate and tailored solutions at the right time, building a lasting relationship with them over time.
The main reasons that drive more and more insurance companies to embrace this technology are:
1) Negotiating with new customers: Generating new chats, developing new relationships with new users and therefore potential customers; Whatsapp is the ideal channel to advise the customer and direct him/her towards specific profiling-based policies;
2) Renew the policies: by sending all the documents for renewal via WhatsApp, you can save time and all paperwork and documentation can be safely forwarded via the app;
3) Offer customer support in the event of a claim: In this way, the insurer and the customer are in continuous and close contact, this allows the former to be aware of the real needs of their clients and to intervene quickly if the customer needs it; Through Whatsapp, for example, your customer can quickly forward the necessary documentation in the event of a claim (proof photos, documents, etc.);
4) Notify alerts: the customer can be notified, for example, of the policy renewal reminders, directives, policy status, notices on office openings and hours;
5) Manage policy-related processes: such as the status of a complaint, information and renewal times, change of the holder, change of payment methods and change of the insured’s address.
Among the many insurance companies, an Italian example is Genialloyd: the direct online insurance company of the Allianz Group, which has also enabled its customer service on WhatsApp. Customers, after registering for the service, can communicate with the company through the messaging app for every need and can possibly send documents by taking a photo with their mobile phone.
Even some of the most established insurers in India, such as Future Generali India Insurance and Bharti AXA Life Insurance, have implemented a claims management system through the messaging app: customers can get in touch with the two companies through WhatsApp to carry out any practice related to their insurance policy.
However, medium/large insurance companies may face the limitations that WhatsApp presents, since the native platform (the smartphone app along with WhatsApp Web) does not allow it to be used by multiple devices.
This means that every agent of an insurance company should have their own WhatsApp number, in order to manage conversations with their target audience, thus risking confusion, loss of control and dispersion in the flow of communications.
Through the Callbell platform it is possible to integrate WhatsApp, to manage the famous messaging app on multiple devices simultaneously and in an efficient and standardised way. This allows you to better manage your network of agents dedicated to sales, customer support and claims management.
All you have to do is create an account, connect a WhatsApp number, invite your agents to join the work space and collaboratively manage conversations within your team.
Moreover, with Callbell you can:
1) Tag conversations, so you can categorise and group;
2) Set up quick replies to use for frequently asked questions;
3) Send transcripts of whatsapp chats with customers via e-mail;
4) Insert internal notes to a specific chat for better management of the customer case;
5) Install a chat widget, which can be embedded on your website, to direct website traffic directly to WhatsApp.
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In what situations can insurers use WhatsApp?
Among the different types of companies that use WhatsApp, in recent years there has been a growing interest in this messaging channel among insurance companies, with the aim of managing communications and increasing their business opportunities.
Companies in this sector constantly seek to interact in a more human, direct and efficient way with customers, to establish a relationship of trust with them that WhatsApp, together with other direct messaging applications, is able to guarantee.
By knowing their customers better, insurers are able to offer adequate solutions at the right time, building a lasting relationship with them over time.
How can insurers implement WhatsApp across their communication channels?
However, medium/large insurance companies may face the limitations that WhatsApp presents, because the native platform (the smartphone application together with WhatsApp Web) does not allow it to be used on more than one device.
This means that each agent of an insurance company should have their own WhatsApp number, in order to manage chats with their target audience, thus running the risk of generating confusion, loss of control and dispersion in the communication flow.
Through the Callbell platform it is possible to integrate WhatsApp, to manage the famous messaging app on multiple devices at the same time in an efficient and standardized way. This allows for better management of the network of agents dedicated to sales, customer service and claims management.
About the author: Hello! I am Alan and I am the marketing manager at Callbell, the first communication platform designed to help sales and support teams to collaborate and communicate with customers through direct messaging applications such as WhatsApp, Messenger, Telegram and Instagram Direct