"What is customer experience?" This question was asked on several occasions by the speakers and attendees at the Customer Experience 360º conference organized by MailTecK & Customer Comms during the last Insurance Week, held at the end of February. The answers are varied, but one that rang out was: "What the customer experiences when interacting with a company or brand". And at a time when consumers have so much power that everything revolves around their needs, it seems clear that the customer experience must be 360º, show total consistency regardless of the time or device they choose to use, and include all stakeholders in its development.

Javier Echebarría, CEO of MailTecK & Customer Comms, was in charge of opening the day. In his introduction, the executive introduced the topic that was to be discussed during the morning, the 360º vision in the customer experience with the mediator and the insurer, and then gave way to the first of the invited experts: Carlos Molina, director of the Customer Experience program at ICEMD-ESIC and VP Experience & Think at IZO.

Molina highlighted the concept of “customer centricity” as the basis for customer management through omnichannel communication in which both physical and electronic formats converge. For the VP Experience & Think of
customer experience is not limited to service alone, but is an experience based on “a value chain that starts with the brand promise. The customer’s opinion depends on how this experience turns out and, therefore, the reputation of the company, which has to use all the channels at its disposal, always without forgetting one key: “to find a system in which the same question has the same answer, regardless of the channel through which it arrives”. Omnichannel.

But how do you create a direct channel to mediation? Andres Sandoval, Director of Digital Channels at
pointed out some essential points in his subsequent speech. The profile of the current user, the company’s profile and its ability to transform to reach a new audience are 3 of those he highlighted. For Sandoval, an effective digitalization of mediation has to be built on consistency, regardless of the way in which it interacts with the client, and anticipating at all times both the steps to be taken in the future and their context.

Javier Echebarría returned to the stage to give a presentation on customer experience management in the insurance sector. The CEO of MailTecK & Customer Comms emphasized the importance for insurers of “meeting customer and agent demands” in a relationship that can be held anytime, anywhere and across multiple different devices. An effective customer experience means “responding in a timely manner, and often in real time, with a personalized response based on customer behavioral analytics,” he said. For Echebarría, the goal is to provide the best experience with 360º vision by overcoming two barriers, mainly: the complexity caused by the high number of contact points and the “inconsistent and untimely communication” that occurs when, instead of omnichannel, management is simply multichannel.

The last presentation of the morning was given by David Griñán, commercial director at
Customer Comms
and Moisés Fimat, senior consultant at
& Customer Comms. Over the course of half an hour, both speakers explained how to generate “the best customer experience” with an Omnichannel Welcome Pack that includes an electronic signature and a 360º view of the welcome and contracting process.

The day was rounded off with a round table discussion in which the figure of the customer and the design of personalized communication that allows “automatic management of the customer journey” were analyzed.