With disruption hitting financial services businesses from all angles – fintech challenger brands, online aggregators, not to mention macro-economic factors and regulatory stress – it’s no surprise banks and insurers are going all in on customer experience.

But if seamless customer experiences are the end goal, there’s an important step these companies need to take before they can get there.

Insurance trailblazers are learning that great customer experience can only be built when they have great internal relationships as a foundation. In other words, they have to get their own house in order and build the internal relationships that customer success is built on.

Luckily, both internal and external relationships can be improved with the same strategy: by connecting the front, middle and back office.

We’ve created a guide called Creating Connected Insurers that dives into the details. But read on to learn why insurers are tackling customer experience from the outside in.


It all starts with visibility

If your front, middle and back office are siloed, you’ll probably experience it first and foremost as a lack of visibility. Front-line teams don’t know what the back office are working on, and vice versa. Paperwork gets lost and deals get stuck in the pipeline – and you don’t notice until it’s too late.

Legacy processes and tech are usually to blame. They’re fragmented, keeping visibility low, transactions slow, and innovation nearly impossible.

But with an end-to-end platform like Salesforce, banks and insurers can simplify, strengthen and connect the front, middle and back office around a single, 360-degree view of the customer.

Features like the Insurance Console App in Financial Services Cloud help. It gives users easy access to customer policy, coverage and claims data in intuitive dashboards.

Likewise, adding intelligence to your platform with Lightning Flows means agents and customer service reps can manage service requests more efficiently, with at-a-glance access to the data they need – on cases that have been intelligently routed based on their ability to handle them.

All of this adds up to a more connected, efficient, better-informed process. Your people know who they need to collaborate with, and they waste less time asking around for missing information. 

With the help of the Salesforce platform, financial services organisations have been able to achieve:

  • +38% improved productivity

  • +46% faster collaboration

  • +41% faster decision-making


The employee engagement factor

Technology plays a huge role in employee engagement too – especially when it comes to the onboarding and training processes that ultimately lead to better employee experience and higher productivity. 

With MyTrailhead, you can curate all the Financial Services Cloud resources your teams need in one place. So you can tailor your own curriculum and keep track to make sure your people have completed it. 


Better broker relationships

Of course, there’s also the middle ground between your internal employee relationships and your relationships with end customers: your sales channels. As more sales move online, insurers are relying more and more on brokers, aggregators and other intermediaries.

Building strong relationships here is a major priority for firms that wants to capitalise on these high-volume sales channels. 

There are a few ways a customer experience platform can help. Unifying data on individual broker performance, so relationship managers and product owners can keep on top of issues and grab opportunities to drive new business. 

And when you can create custom apps and portals, your brokers get in-the-moment, self-service access to the data they need to close a deal.

Learn more about building better relationships – employee, broker and customer relationships – in our Creating Connected Insurers guide.