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5 Major Trends Impacting the Financial Services Industry

Posted on March 27, 2023 by Ayla

The COVID-19 health crisis has forced organizations to pivot to new ways of working. Companies and government agencies are fighting to maintain business continuity while helping their customers, employees and other stakeholders cope with the stress of a health crisis. For banks and financial services institutions, the pandemic has had a major impact on both consumer and commercial banking.

In the past 12 months, banks have had to shift customer-facing processes to digital – years ahead of schedule – while also moving staff to remote work environments and dealing with increased support call volumes. According to Deloitte, “the future showed up early” in the banking and investment management sectors and there is an “inextricable link between recovering from COVID-19’s impact and transforming operations to power success in the years ahead.”

Let’s dive into five major trends that will continue to impact the financial services industry in the months to come and discuss how organizations can set themselves up for success.

1. Customers will increasingly prefer to self serve on digital channels with higher expectations for 24/7 speed and simplicity.

Prior to the pandemic, customers were already becoming increasingly interested in a digital-first approach. According to IDC, 40% of in-branch appointments will be initiated on digital platforms and then fulfilled by specialists by 2022 and by 2023, 75% of all consumer and small business loans will be originated through AI-enabled and automated processes.

The pandemic only accelerated this, driving businesses to shift budgets toward investing in technology that improves or enables customer self-service through digital and mobile channels. Customer movement toward mobile-first experiences will likely become more commonplace, and it will be crucial to bring more engaging experiences, such as video chat, within the confines of mobile. Contactless financial transactions are here to stay.

At the same time, all of this digital activity has put a spotlight on fraud and data management. Financial services firms will continue to accelerate investment in technology to automate fraud protection around areas like identity verification and biometrics, as well as other digital solutions to improve internal efficiencies and reduce the need for employees to handle paper or continue manual work.

2. Fintech competitors will continue to disrupt.

Banks have been facing disruption from new fintech competitors for several years and this will continue. Several challenger financial institutions are entering the market as mobile-only banking providers. Apple, for example, has partnered with Goldman Sachs on a credit card offering, while Google has partnered with Citigroup to offer checking accounts. These trends will drive banks to explore and launch “born-digital” products that are increasingly autonomous and embedded in digital ecosystems. Many fintechs and challenger banks are attracting consumers with new account features, such as paycheck management.

3. Conversational banking and real-time engagement will be competitive differentiators.

Banking leaders will continue to focus on driving positive emotions and showing empathy through digital communications, however this this will be driven by robots, not humans. In 2021, banks will continue investing in the idea of “conversational banking,” using chatbots, SMS messaging and mobile apps to enable real-time engagement. According to Celent, 89% of firms are increasing budget investment in mobile and online banking.

We can anticipate that banks will need to prioritize mobile, focusing on alerts and notifications, secure messaging, card and data management and conversation services to assist customers. Furthermore, banks are looking to use incoming information, coupled with known data, to dynamically generate “next best offers” or other recommendations to engage and deepen client relationships.

4. Customers facing financial hardships will be top-of-mind.

In 2021, banks will still be dealing with defaults and lower deposits because of economic hardships created by the COVID-19 crisis. Businesses and individuals facing financial difficulties need to know how to work with their banks and lenders to negotiate loans and loan forgiveness, and banks that focus on loss mitigation without communicating empathy risk losing those customers.

At the same time, financial institutions are looking to minimize losses. In 2021, many banks will be working to identify customers that are at a higher risk of financial vulnerability, even before they have reached out to the bank, to help these individuals stay solvent and manage their expenses during an uncertain time.

In the UK, federal regulators are asking banks and insurers to use data and analytics, along with automated processes, to identify and respond appropriately to “vulnerable” customers, which includes those undergoing financial hardship. The Financial Conduct Authority wants firms to understand the needs of vulnerable customers in its target market and design products, services and communications to meet those needs.

5. Data will be the linchpin to providing a seamless, consistent customer experience.

All of these efforts rely on centralizing data, a challenge many institutions face as they cobble together “best-of-breed” systems to support various lines of business and channels. These various systems often have their own mechanism for producing client communications, which leads to inconsistent messaging, compliance challenges, and internal inefficiencies.

Although several customer channels will remain collection points for customer interactions, banks looking to improve customer engagement will need to invest in ways to aggregate and manage that data in common resource points. This will enable customer experience leaders across the business to analyze behavior and then build orchestrated journeys with relevant content– whenever and wherever they want to manage their money.

Interested in learning more? Smart Communications recently collected insights from industry thought leaders to uncover major trends that will impact how businesses communicate with their customers in 2021. Check out the full eBook today!

4 Ways Forms Automation Can Enhance the Healthcare Member Experience

Posted on March 27, 2023 by SmartComm

By: John Zimmerer, VP of Healthcare Marketing at Smart Communications

It’s said that repetition is the key to mastery. With this in mind, anyone who has visited a doctor’s office or filed a claim with their health insurer should be an expert at filling out paperwork. Given all the advances elsewhere in healthcare, it sounds silly, right? Perhaps, though, not as silly as the fact that people are still expected to complete the same paperwork online and in-person. This certainly isn’t a great way to meet the expectation of helping consumers be seen and known as individuals. There is, however, an opportunity for insurers to become experts at creating an exceptional healthcare member experience.

In the case of manual processes and paper forms, the repetitive nature is more of a headache than anything else—for both payers and members alike. This approach has proven to be unsustainable and unsuccessful for meeting members’ needs and enhancing their trust in health insurers. Simply put, member expectations have exceeded the capabilities provided by static forms and one-way communications. Health insurers must rethink how they engage with members and adopt solutions that enable interactive, two-way conversations.

When it comes to optimizing the healthcare member experience and building loyalty, unfortunately it’s time for health insurers to play catch up. To dive into the topic a bit more, we commissioned Forrester to conduct research into the current state of member experience. The resulting report, Disjointed Experiences Cost Insurers Members and Money: The Bleak Reality of Member Experience with US Health Insurers, highlights the opportunities available for health insurers to make improvements to each stage in a member’s journey, such as collecting member information. Something to keep in mind: when we refer to the member journey, this is the typical pathway members take with an insurer—engaging with touchpoints along the way—to achieve a particular goal.

Fortunately, there are technology resources available today that can take the member experience to a new level nearly immediately. SmartIQ, for example, gives health insurers a competitive advantage and the ability to quickly implement or extend a digital-first strategy. Using a forms automation solution helps to digitize, optimize and modernize the forms process across the healthcare member experience.

This article dives into the tangible benefits of digital forms and specifically highlights how health insurers can:

Enhance the healthcare member experience by making meaningful, incremental improvements
Drive down call volume and improve the member experience with claim-related forms
Transform the manual, paper-based processes to digital, intuitive experiences
Optimize the processes for member-submitted claims and adjudication

1. Use Low-Code Solutions to Eliminate Manual Forms

In healthcare, forms are everywhere and at every stage of the member lifecycle. While forms are just one stage of a member’s journey, they’re often the most important. They can provide a starting point for two-way, interactive conversations—giving insurers the ability to gain deeper insight into their members’ needs and expectations and respond in a manner that’s personalized and meaningful.

The process for gathering the necessary member data isn’t always easy or efficient—especially since paper forms lack the interactivity that drives rich, in-depth engagement and the ability for payers to meet members wherever they are. Research even showed that nearly 60% of consumers abandon a form if the process is too difficult. Even worse, manual processes create a transactional relationship between member and payer which isn’t ideal for an industry as intimate as health insurance.

A low-code forms automation solution helps health insurers enhance member engagement by paving the way for a better end-to-end experience. It removes the additional hoops that consumers must jump through when filing or appealing claims. Eliminating manual forms in favor of digital solutions creates a less burdensome member experience and improves operational efficiency for the payer. With digital processes in place, payers can focus on building member loyalty and trust through empathetic conversations at every interaction.

A person’s health and financial security are both intensely subjective and personal topics. And, depending on an individual’s situation, there’s no shortage of emotions when members interact with payers. That’s why it’s key to create easier ways for members to submit information in critical journeys like submitting claims and filing appeals. This will reduce the level of stress and anxiety during these engagements.

RELATED READING | ‘Eliminate Healthcare Forms and Boost Member Satisfaction with Cloud Technology’

2. Improve the Healthcare Member Experience with SMARTER Conversations

The key to improving member engagement is creating more seamless, efficient interactions. Static or fillable PDFs and web forms don’t allow payers to nurture interactive conversations that provide the deeper insights they need to meet members’ needs.

As previously mentioned, the health insurance industry is lagging in digital transformation—a fact that’s creating friction in attracting new members and keeping them loyal. Improvement starts with identifying and measuring key member journeys, with the goal of prioritizing changes. Through this audit, organizations can identify processes and functions that may benefit from automation, specifically looking for opportunities to make incremental improvements. These are often manual tasks, such as responding and following up on claims-related interactions. Automating these processes can enhance both the member and employee experiences.

The opportunity to improve the healthcare member experience is perhaps most visible within the claims process. Members submit claims for a variety of reasons. One common type of claim is a request for reimbursement for covered items purchased over the counter. Requests for reimbursement for COVID-19 test kits are a great example of how insurers should modify existing processes to comply with new and changing mandates. Using cloud technology to tackle these types of reimbursement requests will result in faster settlement times and ultimately, happier members and employees.

YOU MIGHT ALSO LIKE | ‘Optimize Digital Forms for COVID-19 Claims’

3. Enable Intelligent Conversations for Claims Appeals

Despite a health insurer’s best efforts, there are occasionally issues with how claims are adjudicated. Sometimes, the issue is related to the timing of when claims are received versus the chronological order of dates of service. When something is amiss, a member will want to appeal the initial determination.

Unfortunately, there are several problems with the current state of claims appeals. When questions arise, members are often asked to contact the call center and are then instructed to submit a generic appeal form to request a redetermination. This form is an important step along the claims redetermination pathway.

But what happens when agents are bogged down or lack the training necessary to help members solve even this basic problem? Furthermore, often completing the necessary forms are highly manual efforts for both payer and member and unfortunately do not include any pre-populated, known information based on the member’s information or specific claim.

This immediately leads to member dissatisfaction, lack of trust and inability for members to self-service a claims appeal. Even though Forrester has found speaking on the phone was the most reliable channel for members, that same research shows that 51% were dissatisfied with their experience with the call center.

After contacting the call center, members may have a difficult time simply finding an appeal form. Once they do find the correct form, there’s an additional headache of filling out and submitting the form. This method forces a member to print and mail or fax the form (along with supporting documents) to the insurance company and wait for a response. It’s inconvenient for both the payer and member as it adds additional time to get to a resolution.

There are many other pitfalls to this approach, such as:

Members skipping a required field or forgetting an attachment
Issues with imaging and processing the form, which leads to incomplete or inaccurate information being entered and processed on the business side
Members accidentally sending the form to the wrong address or the form being lost in transit
Incomplete forms, which leads to delays and increases frustration for member and operational expenses for the payer

Alternatively, and ideally, the appeal form should be an intelligent interview providing a guided member experience. A link to the interview can be embedded directly into the explanation of benefits. That way, all the data related to a specific claim can be pre-populated, allowing the member to focus on the reason for requesting a redetermination. The member can easily download a copy of the form and a copy can be attached to a case for review by an Appeals and Grievances member. With this approach, insurers can effectively communicate via the member’s channel of choice and maintain all communications seamlessly.

4. Automate the Healthcare Forms Process with Cloud Technology

The need and desire to automate processes continues to spread across most enterprises. This evolution has been integral to the success of workforces. In industries like healthcare, however, disjointed systems continue to create siloed approaches to even the simplest processes.

Cloud technology has made easier work of implementing automated solutions, as well as refining digitized business processes. Considering the healthcare forms process, some benefits of automating with cloud technology are:

Improved healthcare member experience

When automated, the healthcare member experience is transformed from a ‘hunt and hope’ approach to a personalized, ‘how may we help you?’ conversation. The payer already has access to the data in their systems of record without the need for the member to re-enter previously provided information. Interactions are member-led throughout the entire process and broken down into bite-sized chunks that are easily consumable. Since files, images or receipts can easily be attached, there’s no need to print, fax or mail anything. An e-signature process delivers digital data to all stakeholders. This results in improved CAHPS/HEDIS (STAR ratings), CX Index and NPS scores. And, most importantly, a reduction in burden on the member.

Increased efficiency throughout the claims process

Insurers can use the same technology to reimagine member-submitted claims. By moving business logic up front and limiting the amount of data entry required through integration with systems of record, fewer claim forms are rejected and reprocessed. Starting and staying digital means payers can eliminate scanning and using OCR software on physical forms. Ultimately, this reduces processing times and improves financial performance across the organization.

Lower regulatory risk

Using a truly digital forms solution, more member-submitted claims can be auto-adjudicated. Member-submitted claims can easily be paid within regulated timeframes, typically 30 days from receipt, reducing the risk of escalated appeals or grievances. This also eliminates fees, fines or penalties, as well as a negative reputation or public relations issues.

Conclusion

As health insurers identify ways to enhance the member experience, it all must start by understanding members as individuals – meeting them where they are and providing interactions that are tailored and relevant. Digitizing form-based processes, for example, can meaningfully move the needle on the end-to-end member experience. Give members a chance to rebuild trust in the healthcare industry by deploying sophisticated cloud technology to meet them at any time or place.

Forms automation solutions like SmartIQ provide near-term benefits in a long-term digital transformation journey—something that is desperately needed to remove all barriers to better member conversations. This will optimize the member experience and help employees on the insurers’ claims teams foster exceptional interactions at every touchpoint across the entire member experience.

It’s safe to say that automated solutions powered by cloud technology are critical to creating memorable experiences that boost member engagement and foster a level of care that insurers can be proud to offer their consumers.

Now that’s a process worth repeating.

To discover how low-code solutions can help health insurers boost member engagement, access our on-demand webinar to see SmartIQ in action. Or, request a demo for more information about how payers can benefit from the SmartIQ solution.

4 Steps to Prepare for a Pain-Free Legacy CCM Migration

Posted on March 27, 2023 by SmartComm

By: Chris Murphy, VP Product Marketing at Smart Communications

Adapting to the always-connected customer has become a catalyst for digital transformation – especially now as we adjust to the new norms brought forth by COVID-19. When it comes to customer communications management software (CCM), more organizations are finding that their legacy print system models and applications are turning into roadblocks and preventing agility. These fragmented systems are unable to communicate efficiently across business units and company divisions. Nor can they easily integrate with marketing, eCommerce, and CRM systems to coordinate data and messaging, which leads to a disjointed customer experience.

The good news is, you don’t have to become victim to an outdated legacy system. Here are four key steps to follow to prepare for a seamless CCM migration and ensure you are well-equipped to digitally transform your customer communications.

1. Understand the goal of the CCM migration

Gaining consensus on the why of the migration of your CCM platform is a crucial, but sometimes overlooked part of obtaining organizational buy-in and the successful fruition of any digital transformation project. Is the impetus of considering a new customer communications management strategy driven by compliance reasons, core system modernization, to reduce risk, to centralize communications across lines of business, to reduce costs, to instill more agility into communications strategy, to better empower business users, or maybe to provide an overall better customer experience? While all these may be realized benefits of moving to a modern CCM solution, the primary driving reason will help to dictate not only the core buying and evaluation group that you’ll need to work with but also the key performance indicators and success metrics that you’ll use to quantify the success of the project.

2. Determine which deployment option is best

As more organizations begin to adopt and develop a cloud-first strategy, it’s likely that your organization has already discussed the option of leveraging an enterprise application in the cloud. Before jumping head-first into a migration, it’s important to ensure everyone has a basic understanding of not only the options available but also the benefits of each approach in order to determine on the best approach for your company.

Software as a Service (SaaS): A method of software delivery in which software is licensed and then accessed online via a subscription, rather than being purchased for installation.
Platform as a Service (PaaS): A cloud computing model in which a provider delivers hardware and software (typically those needed for application development). The provider hosts the hardware and software on its own infrastructure, rather than requiring users to install in-house.
Cloud: Simply put, cloud computing is the delivery of computing services over the internet. These services are offered as either public or private cloud. With public clouds, all hardware, software, and other supporting infrastructure are owned and operated by a third-party service provider and users share those resources with other organizations or “tenants”. With a private cloud, resources are exclusively used by one organization either via an on-site data center, or a hosted data center. Either way, the services, and infrastructure are on a private network with hardware and software dedicated solely to one organization.
Hybrid Cloud: A combination of on-premise and public/private cloud, each performing distinct functions, with orchestration between the platforms.
Managed Service: A deployment model in which a third party manages a customer’s IT infrastructure and/ or end-user systems remotely, requiring hosting, management, and staffing costs.

3. Assess your digital readiness

This might be your most important step in the process because it will show you exactly how ready your organization is to make the leap to a more modern, cloud-based service. As part of any CCM migration, it’s important to consider whether or not to add digital channel production to your existing print operations. First, you’ll want to evaluate your print operations to see which document types can most easily be digitized. Begin by measuring print volume by department, categorizing types of printed collateral, and identifying types of customers receiving print documents. Start creating a content inventory list that covers basic metrics surrounding the total number of communication documents and templates you have, the total number or percentage of reusable content, volumes by document, and which department owns the content. It’s also important to start thinking about the complexity of the documents – are they easily converted to digital channels or are they very complex – these may up end up being prioritized later in the migration process. This process allows you to trace and quantify your current reliance on printed collateral while recognizing any knowledge gaps that exist so you can perform a CCM migration efficiently and effectively.

4. Know your existing cost model

Cost is always one of the biggest issues when it comes to justifying a migration strategy business case. When starting the cost evaluation process, most businesses realize they know a lot less about their full cost model than they thought they did. Depending on how many communication documents, forms, and templates need to migrate, and how they’re currently being generated, it can be confusing to put a figure on it. If you don’t have a comprehensive view of the current cost model, it can be hard to make a migration strategy business case look positive to key stakeholders. While some of us are lucky to have a corporate decision that’s driving migration out to the cloud, having a clear picture of your all-in costs (don’t forget on-premise maintenance and operational costs, print and mail delivery costs, etc.) will only benefit you in the long run by setting realistic expectations upfront. Working with a vendor to establish a solid ROI calculation or looking at similar total cost of ownership (TCO) studies can also be an invaluable input into any evaluation decision criteria.

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Let’s face it, change is hard. But, remember that your customers’ lives are changing, so to stay ahead of the game, your organization must be willing to change too. Are you ready for a more simplified, pain-free legacy migration? Discover how our Migration Studio reduces the cost, time, and complexity inherent with CCM software migrations.

4 Emerging Trends Revolutionizing Customer Communications

Posted on March 27, 2023 by SmartComm

By James Brown, CEO of Smart Communications

It became clear in 2018 that the drive for meaningful customer communications has become a major focus for businesses looking to gain a competitive edge. As the communications landscape continues to evolve, companies must look to new tools and technologies to meet growing consumer demands. So, what customer communication trends can we expect to see in 2019? We gathered insights from several key industry analysts and experts to identify some common themes.

Increased Adoption of Cloud-based Platforms

Nine out of 10 companies are expected to have some portion of their infrastructure in the cloud this year. Cloud adoption has officially come of age and enterprises are starting to act smarter when it comes to workload migration and scalable communication strategies. Previous security concerns have been eased and the benefits that accompany cloud computing are resonating. There’s no denying, however, that communicating with customers has become more complex. Having a cloud-based customer communications solution in place gives enterprises the functionality needed to provide more timely and relevant conversations. As a result, we’ll see a tremendous surge in businesses buckling up for their cloud journey in 2019 – especially at the enterprise level.

More Unified Communications Architecture

In 2019, a growing number of enterprises will build or revamp their communications architecture so that it can more effectively be leveraged across business units. According to Deviprasad Kuppuswamy, Cognizant CCM practice lead, “connecting to marketing and CRM platforms will help communications platforms to provide better message visualizations to customers, enabling them to take quicker actions.” Consumers are becoming more accustomed to seeking out information on their own, they now expect nearly instant responses to their needs and requests. Especially as more communication channels are added to the mix, speed and agility will provide a massive advantage for enterprises looking to scale. A unified communications architecture will help businesses meet these growing demands.

Heightened Focus on Analytics to Fuel Personalization

A more unified communications architecture allows for deeper analytics that can be used to drive personalization across various touchpoints. In 2019, we expect enterprises will start to deliver this more personalized customer experience. Enterprises will no longer be able to rely solely on the traditional methods of communication, such as print or email. To create new digital experiences, business users will have to rely on data-driven insights across various stages of the customer lifecycle to determine the customers preferred channel for communications and more.

From Transformation to Automation

Naturally, the drive toward digital transformation presents a need for further automation. Big data analytics and machine learning capabilities only work well when information is captured in a central database. Breaking down silos is key to internal success. In 2019 enterprises will want to have more control, either by enhancing internal capabilities or choosing vendors who offer more business-friendly capabilities that give them more control at every touchpoint. The landscape for service providers and technology vendors is undoubtedly changing. According to Kaspar Roos, founder and CEO of Aspire, vendors “will need to operate much closer with their partners and start driving innovations through co-creation.”

Curious to see what else leading industry experts have to say? Download our 2019 Predictions piece for a deeper dive into the trends above and more.

3 Ways to Build Trust With a Customer Communications Management Strategy

Posted on March 27, 2023 by SmartComm

By James Brown, CEO of Smart Communications

Did you see the following quote in my recent blog, How GDPR Affects the Customer Communications Experience?

“Fostering trust through pull tactics to facilitate opt-ins will prove to be the most effective tactic for scaling customer communications post-GDPR.”

A key phrase in this quote is “fostering trust.” Building trust among customers is a significant goal for companies today, and so is avoiding any factor that could erode it. Trust has always been an important driver of the relationship between a company and its key stakeholders: customers, employees, investors, business partners, and others. But, earning and preserving this trust has become a precarious effort.

What Affects Consumer Trust?

A myriad of events can undermine consumer trust in a company or brand, whether from outside threats like data breaches and hacking or by the company’s own actions. In the age of big data, consumers are even more on edge. Recent studies have shown how trust factors into the customer experience and drives decisions about whether to engage with a brand or pull back from it.

88% of consumers agree the extent of their willingness to share personal information depends on how much they trust a given company. (PwC, 2017)
87% of consumers will take their business elsewhere if they don’t trust how a company handles their data. (PwC)
77% of consumers say company privacy policies are too difficult to understand. (PwC)
78% of U.S. consumers are likely to share personal information when they retain control over how a brand communicates with them (Janrain, 2017)

Three Ways to Build Trust With CCM

“Any interaction is a chance to build trust, to sustain it, or dilute it.” — Tom Champion, Forrester senior analyst, on the podcast The Decline Of Consumer Trust And What To Do About It.

Your company’s customer communications strategy can play a significant role in that effort. Is it doing everything possible to build and enhance trust in your brand and the people behind it? The trust-building process goes hand in hand with both customer acquisition and retention. The digital agency Wunderman calls this “Wantedness,” or “the degree to which a brand proves their commitment to earning a customer’s business across every touchpoint and throughout the entire path to purchase.”

Marketing, advertising and PR have traditionally been tasked with trust-building and improving the customer experience. However, today’s customers no longer solely depend on those mass-communications to get information and form opinions about a brand.

As Forrester’s CMO Victor Milligan says in the podcast, “Trust really is an operational competency. It’s not a brand message.”

Today, companies must dig deeper and examine every interaction, including those from departments not previously a part of the customer communications conversation. That’s why a CCM strategy centered on positive customer experiences through trust-building can strengthen both customer relationships and retention. These three CCM strategies will build trust and win over skeptical customers:

1. Let Customers Control Communications.

Now that we are living in a multichannel digital age, companies are discovering that consumers are more in control of how they want to communicate with your brand.

Phone? Direct mail? Website? Email? Text? Chatbot? Or a combination? Letting customers match the channel to the need gives them the control they seek. It also increases your timeliness of message response, which is another trust factor.

2. Be Transparent.

“Trust” isn’t the only “T” word in the CCM lexicon. Transparency means that you are giving your customers as much information as you can, using a language they can understand, while complying with regulations and compliance issues.

If your brand represents transparency and authenticity but communicates in legalese and bureaucratic language, that disconnect can result in a big trust gap and damage the overall customer experience.

Transparency uses “plain language.” CIGNA created a downloadable guide explaining how and why the company simplified the language it uses to communicate with customers and employees about insurance coverage. It includes a “Words We Use” list that replaces common industry terms, like “formulary” and “network savings,” with their plain-language equivalents.

Supply-chain transparency is becoming a common trust-building method for companies that import materials or finished products. For example, Whole Foods uses a verification system to assure customers that products labeled as non-GMO (genetically modified organisms) are labeled correctly. Delivering more transparent communications gives your customers more reasons to trust you and might send fewer customers to your call centers seeking more information.

3. Be Consistent Across all Customer Communication Channels.

This one might be the hardest to achieve if you rely on a legacy, CCM platform, especially an on-premises system that can’t be updated from a central operator.

The look and tone of your communications are major trust drivers, whether on paper, websites, in emails or texts, or in automated or voice conversations. Messages that don’t match up with your current brand can make customers distrust you. This is especially crucial in email communications, specifically for brands susceptible to spamming, phishing and malware. But, even paper communications using outdated logos and design will erode trust.

Solving Modern-Day Trust Issues With CCM

Just having a CCM strategy isn’t enough to earn or rebuild customer trust. Today’s time-pressed, easily distracted customers want answers quickly via the channels they prefer and in the formats that they expect. An integrated, multichannel CCM platform provides a seamless experience in which communications are timely and relevant and reflect the customer’s previous interactions with your company. Trust us on this!

We invite you to download a free copy of Smart Communications’ recent report, “The State of Meaningful Conversations: Consumer Perspectives on What they Expect, What They’re Currently Receiving and Why it Matters.” You’ll get up-to-the-minute statistics and an analysis that you can use right away to guide your own customer communications strategy.

3 Ways Insurers Can Improve Communications and the Customer Experience

Posted on March 27, 2023 by SmartComm

By: Ruth Fisk, VP Insurance Marketing at Smart Communications

As every insurance carrier knows, improving communications with customers is vital to a greater claims experience. Communication templates are critical to managing the myriad of correspondence that policyholders and claimants receive each day. The challenge? Keeping track of thousands at once and needing IT support to make any changes. And that doesn’t even take into consideration the complexities of ad hoc correspondence, “the significant number of one-off pieces of correspondence that may be created in claims operations on any given day.”

It’s time to take a step back and remember that insurance isn’t a template generation business. It’s a people business. Being there for customers during some of their most challenging moments is the reason insurers exist. Communications play a key role in making sure those potentially devastating experiences are as positive as possible. So, for insurers finding themselves overwhelmed with managing thousands of communication templates in custom software applications, we have good news: there’s a SMARTER way.

With the help of Smart Communications’ customer Chris Plunk, Director of Application Development for Claims IT at Farmers Insurance, we explore how to improve three critical areas of document template management for insurers:

Tip 1: Fewer, More Dynamic Communication Templates Simplify Management

The best place to start when it comes to organizing your communication template strategy is to whip existing templates into shape. Just like cleaning and organizing a home, the first step is to discard items no longer being used, to focus the larger efforts on the most relevant tools. Get rid of old templates that have run their course or were created for specific situations that no longer apply.

Also consider your most dynamic templates. The idea is to have fewer, harder working templates. This is particularly powerful when using a more scalable cloud-based customer communications platform. It’s important to focus on communication templates that do the heavy lifting in a variety of situations. This offers more opportunity for personalization and an effective way to streamline management in the insurance industry.

“Prior to implementing SmartCOMM, we had thousands of communication templates that we maintained in our custom application. With SmartCOMM, we’ve been able to reduce the number of templates by more than 50%.” – Chris Plunk, Director of Application Development for Claims IT, Farmers Insurance

Tip 2: Implement a Template Management Strategy that Creates Consistent Customer Experiences and Personalization at Scale

From onboarding to claims management, insurance carriers know how important it is for policyholders and claimants to receive consistent messages that align with their company’s brand promise. Insurers also know that impersonal, mass communications don’t carry the same weight anymore. Customers want personalized messages that speak to their unique situations. Static templates that are disconnected from evolving customer data and manually updated one by one simply don’t cut it for modern insurers who want to deliver consistent and personal communications at scale.

That’s why Farmers chose SmartCOMM, which gave them the power to transform their communication templates into dynamic vehicles that remain on-brand and in sync with customers’ specific situations.

“We need to make sure that we’re getting the right information – worded in the right way – in all of our communications, and having these templates in place through this application really helped us achieve that.” – Chris Plunk, Director of Application Development for Claims IT, Farmers Insurance

Tip 3: Faster Communication Template Updates Yield More Response

In insurance, customer communication speed is everything. When policyholders need to file a claim, they need to do it immediately and expect a fast response on the other end. Today, it is important to think of insurance communications as real-time conversations. This makes the ability to update templates efficiently vital. In this new era, speed wins every time. By leveraging a cloud-based communications management solution for templates, insurers can cut down on template update time and IT burdens and ensure that their customers get the right messages more quickly.

“By using SmartCOMM, we’ve been able to reduce [template update] cycle time significantly, and actually push the ability to make changes to these communication templates from the IT department back into the business. What used to take weeks can now be accomplished in a few days.” – Chris Plunk, Director of Application Development for Claims IT, Farmers Insurance

3 Ways a Better Digital Forms Experience Helps Health Payers Increase Star Ratings

Posted on March 27, 2023 by SmartComm

By: John Zimmerer, Vice President of Healthcare Marketing at Smart Communications

Star Ratings are a critical aspect for customers when evaluating health insurance plans as they help consumers make informed decisions about their health coverage. To increase enrollments, insurers should strive to keep their Star Rating above a 4.0, but they also need to think about the existing customers they serve. That means enhancing the overall customer experience and increasing customer loyalty, sometimes a tough ask with constantly shifting regulations and the need to accelerate digital transformation weighing on organizations.

In this article, we talk about how insurers can increase their Star Ratings by focusing on one of the top contributors to the overall customer experience: communications. To provide excellent communications across all channels where members interact with the business, health insurers need to help members feel seen and known as individuals. This starts with developing a strong customer communications strategy, made possible by leveraging pure cloud CCM solutions. As part of that communications strategy, insurers also need the proper forms solutions to gather member data and put it into action while ensuring they’re compliant and secure. Keep reading to learn the three ways a better digital forms experience helps to increase Star Ratings and customer loyalty, but first, we’ll touch on why Star Ratings matter.

Why are Star Ratings Important for Health Insurers?

Measures quality of care: Based on various factors—such as preventive care, patient experience and medical outcomes—Star Ratings give consumers a comprehensive picture of the plan’s performance. This information can help consumers choose the best plan for their needs and ensure they receive quality care.

Promotes competition: Star Ratings create competition among health insurance providers, encouraging them to improve their services and invest in the systems and processes that help them support their members. As a result, members benefit from a wider range of high-quality options and can choose the plan that best fits their needs.

Improves transparency: The ratings provide a clear, unbiased assessment of the quality of benefits and services offered by health insurance plans, which can help consumers compare plans and make better-informed decisions about their health coverage.

Supports evidence-based decision making: Star Ratings are based on data, including patient surveys and medical records, which helps to ensure that the ratings are accurate and factual. This data-driven approach supports evidence-based decision making and helps consumers choose the best plan for their needs, an especially important factor considering the growing digital native cohort who’ve become accustomed to making decisions quickly.

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1. Digital Forms Can Help Address This Customer Driver Behind CX and Loyalty

As of 2023, Star Ratings have become more impacted by customer experience (CX) with member experience metrics making up 57% of Star Ratings for Medicare Advantage plans. Considering 1 in 3 customers will leave a brand they love after just one bad experience, it’s critical to avoid situations that can lead to this. With that said, effective customer communications management is key to providing a positive customer experience. Health insurers should aim to provide clear and concise information about their plans, including claim-related communications. The requirement to provide personalized communications, tailored to the individual member’s needs, also extends to forms processes.

For example, claims appeals can become tricky when using traditional methods of communicating between a member and the payer. When questions arise, members are typically instructed to contact a call center and find, fill out and submit a generic appeal form to request redetermination. This multi-step approach increases the customer effort (another factor that impacts Star Ratings) and ultimately leads to frustration. However, this form is an important piece of information during the redetermination process and can’t be overlooked.

Using a digital forms solution, on the other hand, allows members to engage in an intelligent interview that provides a guided experience. A link to the interview can be embedded directly into the Explanation of Benefits (EOB). After submitting their responses to the interview, members can download a copy of the appeal form for their records. By integrating the interview with core systems, an Appeals and Grievances staff member can be notified of the submission and start the review process. This allows insurers to provide members with a self-service option and save time and money by removing steps related to receiving, scanning and routing paper forms.

2. Build Loyalty by Helping Customers Understand Their Plans

Health insurance can be a confusing and complicated topic for many consumers. With many different plans and options available, it can be difficult to understand exactly what is covered under a particular policy and what out-of-pocket costs might be incurred. However, health insurers can build loyalty by helping their customers understand their health plans and making the process of navigating the healthcare system easier.

One way to do so is by providing clear and concise information about the different aspects of a health plan. This might include easy-to-understand descriptions of coverage options, deductibles, copays and other terms that are commonly used in the healthcare industry. By providing this information in a format that is easy to understand, payers can help customers feel more confident in their decision-making and more comfortable with the choices they have made. This enhances the overall member experience, thus, increasing loyalty and customer retention.

In addition to providing clear information about the details of a health plan, health insurers can also help their customers understand the broader healthcare system. For example, they can offer resources and tools that explain how to find a doctor, how to schedule appointments and how to access other benefits. By offering this type of support, customers will feel more empowered and in control of their healthcare experience, including having more options to easily self-serve when necessary.

Offering personalized support and guidance will require the right systems and processes in place, like SmartIQ, a sophisticated digital forms solution. Providing this type of personalization, health insurers ensure customers feel heard and valued, and can establish a deeper connection with their members. Straightforward information about the costs of healthcare services, and clear explanations about any restrictions or limits on coverage, will help build trust and establish a strong relationship with their customers.

3. Create a User-Friendly, Digital Forms Experience

The member’s experience with forms is measured by the CAHPS surveys and translates to the customer service metric in the Stars Rating. When providing interacting with a health-related form, everything from which colors are used to font sizes and the information architecture influence a member’s perception of the brand. All are also key factors in creating user-friendly forms experience. But, how do health insurers know what to look for when creating responsive and user-friendly digital forms that elicit a positive response from members? The good news is, a pure cloud forms solution enables organizations to create a truly responsive forms experience, meaning it will look and operate the same across all platforms and channels. A few things to keep in mind:

Use what you know. Leverage integrations with core systems and single sign-on to pull data into forms so that members can review and revise rather than rekey this information. This will reduce the member’s effort as well as the opportunity for data entry errors.
Make the form visually appealing. Use a clean and organized layout, including clear headings/subheadings, helping customers quickly find the information they need. Consider using colors and images to make the form more appealing and easier to navigate.
Keep it simple and straightforward. Avoid using technical terms/jargon that may be confusing or misleading to customers. If specific terminology must be used, be sure to provide clear explanations of any terms that may be unfamiliar to customers. This includes using help text in the form.
Make the form accessible. Ensure all digital forms are accessible to customers with disabilities; this isn’t simply a nice-to-have, it’s a must-have, given 508 compliance mandates. Use appropriate formatting, like larger text/high-contrast colors, and include alternative text descriptions for images. We offer a guide to help make SmartIQ interviews WCAG-compliant.
Validate information in real-time. Use real-time validation to alert customers of any errors or missing information as they complete the form. This helps reduce the risk of errors and ensure that the form is completed correctly the first time, diminishing the chance for customer frustration and/or eliminate delays.

The above list is not exhaustive by any means but it’s important not to overlook this key point to enhancing star ratings and customer loyalty. In fact, 60% of customers will abandon a form if the process is too difficult—something that could be mitigated by deploying modern forms that are easy to engage with. The right vendor partnership will help insurers optimize the systems and processes they use to interact with customers, including the user-friendliness of their forms experiences.

**If you’d like more information on Star Ratings, customer experience and how to enhance member loyalty, watch the webinar recording of ‘Latest Benchmarks & Top Priorities for Health Payers’ featuring Judy Weader from Forrester Research. If you’re ready to take your health insurance organization to the next level.**

3 Reasons to Rethink How You Collect Customer Information

Posted on March 27, 2023 by SmartComm

By: Neal Keene, Field CTO at Smart Communications

According to a recent Forbes article , in 2021 we can expect the customer experience to become increasingly conversational. But what does this really mean for your business, and how can you ensure you’re set up to succeed?

From acquisition to onboarding and servicing, businesses must ensure the end-to-end customer experience is better than ever – and that begins with how information is collected. Customers need to provide information throughout their lifecycle with a business, which often means asking them to fill out a form. Unfortunately, this touchpoint is oftentimes neglected, creating impersonal, friction-filled and frustrating customer experiences.

Let’s discuss three ways enterprises can optimize their forms processes, ultimately reducing abandonment rates while simultaneously building brand loyalty and creating a more conversational experience.

1. Legacy tools like paper-based or PDF forms are off-putting.
All too often, businesses ask customers to either download, print and scan paperwork, or enter already known information into an online form. And if forms aren’t web or mobile friendly, customers may avoid engaging altogether – 50% of consumers prefer online forms versus a paper-based process and 35% want forms to be easy to access on mobile.

2. Nearly 60% of customers will abandon a form if the process is too difficult.
The majority of consumers – nearly 60% — recently indicated they would be likely to abandon an interaction if a company has an inefficient process for collecting information. However, in the same report, we uncovered that adaptive forms – where companies gradually collect data at strategically timed intervals – are the least common means of collecting customer information. Most organizations are still using a combination of paper (about 50%) or static, online forms (nearly 60%).

3. The future of customer conversations is digital-first.
Companies need to understand customers on an individual level to uncover new ways to meet their needs and provide additional value. If interactions are still paper-based and static, enterprises risk creating a significant gap between what customers expect and what is being delivered. Cloud-based solutions that provide intelligent, conversational user experiences allow businesses to gradually collect data at strategically timed intervals, and only ask customers relevant questions that consider previous answers with the ability to start and stop the form without losing information.

As businesses rethink customer engagement, it’s time to shift away from one-way, transactional communications to meaningful, two-way customer conversations. And, investing in forms transformation is a key step in optimizing the end-to-end customer experience.

Beyond collecting information and checking boxes, redefining how information is gathered means businesses can respond quickly and via preferred channels – a critical component of every stage within the customer lifecycle. Smart forms modernize the collection and use of customer information, empower customers to initiate conversations with businesses and remove friction from critical interactions.

Enterprises must engage their customers in dynamic, two-way conversations, which means they must more effectively collect customer information and then use that information to respond appropriately, quickly and via preferred channels – something that remains critical throughout every stage of the customer lifecycle.

To learn how Smart Communications can power your business’ forms transformation, check out SmartIQ^TM.

How to Create Digital-First Patient Intake Forms

Posted on August 29, 2022 by SmartComm

By: John Zimmerer, VP of Healthcare Marketing at Smart Communications

Whether visiting a primary care physician, clinic or specialist, patients will need to complete a patient intake form to help provide staff with the valuable information they need to see patients as individuals. Over time, it’s obvious that these forms are substantially the same for every provider, even those in the same practice or system. And, it’s not typically a single form; depending on the practitioner and the reason for making an appointment, there are usually multiple forms to fill out, especially for new patients.

What’s worse is that patients are often required to fill out generic, paper forms full of fields asking for information that the provider or practice may already have access to, even if the patient had already completed substantially the same forms online (e.g., when prompted to do so via an appointment confirmation or reminder email). Many of the questions often do not apply to an individual patient’s unique medical situation, creating confusion and frustration for patients. This provides a terrible patient experience and can set the provider-patient relationship off on the wrong foot.

In this post, we show providers that there’s a better way—a modern, digital-first alternative to the manual patient intake forms provided by legacy systems. One that leverages the power of the cloud and can save providers money while saving both patients and practitioners time. Let’s get started by identifying a few common forms in the healthcare industry:

Medical History Forms

This form requires patients to document all prior diagnoses, treatments and surgeries, any medications they are currently prescribed or taking, current condition and symptoms as well as family medical history. This is all considered protected health information (PHI). The form also asks for personally identifiable information (PII), including the patient’s name, date of birth and contact information. All this information must be protected once collected. Collecting this information on a paper-based patient intake form can open the door for data to be compromised.

Patient Authorization Forms

Governments and other regulatory bodies often dictate that practitioners obtain a patient’s explicit permission regarding how their medical information will be handled. This often includes:

Consent to release medical records (including any prior films, scans and other medical records).
Patient consent to bill an insurance carrier and authorization to send the patient, providers and attorney and/or personal representative information electronically. At the very least, a patient must sign an acknowledgment that they have received a copy of the provider’s privacy notice.

Consent to Treatment Forms

Many practices, especially hospitals and clinics, will require patients to complete a form acknowledging that they consent to be treated and informing them of their rights to discuss or refuse any procedure or treatment. If the patient is a minor or vulnerable adult, the form must be signed by the parent or guardian and may also need to be witnessed by another person.

Patient Responsibility Forms

This form requests acknowledgment that the patient is ultimately responsible for the payment for any services rendered or products provided during a visit, including any co-pays, co-insurance, deductibles and more. The form usually informs a patient when payment is due and the acceptable methods of payment.

Designing a Secure, Digital Forms Experience

As highlighted above, the number and types of forms involved in healthcare can be major points of friction for patients. The old, manual way of managing patient intake forms is singularly focused on data collection rather than the necessary holistic approach to managing a patient-first digital forms experience.

A truly secure, digital solution for patient intake forms should be able to consolidate all the above forms into a single interview that can be started, paused, resumed and completed on any device, including a mobile phone or tablet. The right digital solution should be able to reach into a provider’s electronic medical record system (e.g., athenahealth, Cerner or EPIC) and pull in a patient’s PII or PHI for them to review and revise rather than rekey. It should also be capable of personalizing and tailoring patient intake form questions to an individual’s unique medical situation. And, the ability to integrate with digital signature solutions to eliminates the need to print, sign, shuttle and hand in, mail or fax these forms.

Given the increased focus on privacy and security due to all-too-frequent reports of compromised systems, as well patients’ increased appetite for digital engagement, it’s more important than ever for healthcare providers to invest in products and platforms that safeguard their customers’ PHI and PII. Solutions that are HIPAA-, ISO- and SOC-certified by independent third parties are proven capable of safeguarding patient data from hacks and data breaches.

KEEP READING | ‘The Powerful Combination of E-signature and Digital Forms Takes Customer Experience to a New Level’

A Trusted Solution to Help Streamline Patient Intake Forms

Providers, especially hospital systems, often need to support multiple brands. Modern digital forms solutions like SmartIQ from Smart Communications employ a layered model that separates form elements from styling and branding. It maximizes the use of reusable form fragments, allowing for the same form elements to be created once and then used across multiple forms. This also simplifies translation efforts and minimizes the effort to comply with accessibility standards.

Forms frequently need to go through multiple levels of internal reviews. Modern forms solutions incorporate workflow functionality that can bring stakeholders together to review and quickly revise forms to get them into production quickly.

Smart Communications has helped reinvent all manner of forms for healthcare providers that rely on its ISO-certified and HIPAA-compliant Conversation Cloud platform. We have helped increase their efficiency by as much as 80% and to improve the patient experience in the process.

Our products, professional services and partners have already helped dozens of healthcare providers simplify the task of creating and maintaining patient intake and other forms.

Ready to streamline the process for patient intake forms? Contact us to request a demo to learn how.

The New Rules of Digital Loan Origination: Fast, Easy and Scalable

Posted on August 23, 2022 by SmartComm

Loan origination is a competitive battleground, where only the swift and digitally strong survive. From auto, home and student loans to business financing, lenders have worked for years to automate and optimize as many aspects of origination as possible on the journey to the “straight through processing” promised land. And while much progress has been made for consumer loans, the pandemic has put a harsh spotlight on places where paper or manual processes still remain. Add to that the need for banks to quickly support special government loan programs like the U.S. Paycheck Protection Program (PPP), or U.K. Recovery Loan Scheme, and the digital gaps became even clearer.

Digital Gaps Cause Challenges for Complex Loans

To be sure, the complexity and custom nature of business loans makes them more challenging than consumer loans to digitize. Like investment advisors, commercial loan officers often build client relationships that last decades. When it comes to financing multifaceted business deals, customers often want the high-touch reassurance that their loan is being personally handled by a trusted advisor.

So how do lenders maintain these relationships now in a digital-first world? And how do they take advantage of digital innovations, so advisors can spend less time on paperwork, and the business can scale to manage a higher volume of loans?

In a recent article on why commercial banks struggle to digitize account opening, the author cites a telling statistic: “[56%] of commercial banking executives say digital account opening is the No. 1 technology issue for business customers over the next five years, according to a recent study by Phoenix-based Catalyst Consulting Group.” To overcome these challenges, leading lenders have uncovered ways to digitize the creation of complex loan agreements and streamline e-signature from multiple parties. These digital upgrades have made the difference between growth and stagnation in a volatile macroeconomic environment.

The New Rules of Digital Loan Origination

Today, lending is all about being fast, easy and scalable to manage changing market conditions. If your digital lending operations follow these rules, you’ll have all you need to win. Easier said than done, right? Let’s break each rule down a bit further.

Fast: Before the pandemic, it was acceptable that lending of all kinds took a certain amount of time. Now, the expectations are that all loan types are processed at lightning speed. Lenders who get this are handily beating those who do not. Shifting digital loan origination is the path to victory here.
Easy: Going hand-in-hand with speed is simplicity. People no longer have the patience for complex, paper applications or in-person signing sessions. They know that there are easier ways to get things done now – putting the pressure on lenders to align with those new expectations, regardless of loan type and complexity.
Scalable: It’s not great processing one loan manually, rekeying information and mailing signed copies back and forth. But doing it hundreds or thousands of times threatens to overwhelm operations and grind everything to a halt. By automating as much of the digital lending journey as possible, lenders can free up internal resources while providing much better customer experiences.

RELATED READING | Discover 6 Ways to Change the Conversation in Lending to improve borrower engagement and decrease risk.

A Digital Lending Masterclass: The Bancorp

One great example of a leader in this space is The Bancorp, a specialized lender and asset manager. Jeffrey Hazelwood, Managing Director of Institutional Banking, believed that reimagining loan origination was a critical part of creating a differentiated client experience. Hazelwood recently explained why they chose Smart Communications to help them do just that, leveraging SmartIQ^TMand our partnership with DocuSign to support an entirely new digital loan documentation system. At every level, the business focused on creating a solution that was fast, easy and scalable — and the results are pretty incredible.

The company now has around 100 documentary artifacts that can be arranged in up to 350 combinations, to assemble personalized loan document packages automatically in minutes. And because it’s all done digitally, that means no more series of in-person meetings to physically sign multiple packages of documents. Loan parties can review and digitally sign in just a few minutes in one meeting. This also means no more waiting for documents to travel through the mail – they’re available to everyone instantly.

This new solution is fast – really fast. It only takes clients 5 to 7 minutes to complete the application. And that includes identity verification through documentation upload and e-signing. Not only has this resulted in great speed for The Bancorp, but also much greater accuracy: Not In Good Order (NIGO) error rates have dropped to almost zero.

Improved operations? Check. Improved customer experience? Check. But how do these great things translate into business results? Well, nothing short of amazing. As a result of their improved digital loan origination processes, for this business line, The Bancorp is ahead of plans to double market share, quadruple assets and revenue and increase profit tenfold.

Want to learn more about how The Bancorp achieved this wild success through a partnership with Smart Communications? Watch the video below featuring Jeff Hazelwood, Managing Director of Institutional Banking Solution Manager at The Bancorp.

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1. Use Low-Code Solutions to Eliminate Manual Forms

2. Improve the Healthcare Member Experience with SMARTER Conversations

3. Enable Intelligent Conversations for Claims Appeals

4. Automate the Healthcare Forms Process with Cloud Technology

Improved healthcare member experience

Increased efficiency throughout the claims process

Lower regulatory risk

Conclusion

To discover how low-code solutions can help health insurers boost member engagement, access our on-demand webinar to see SmartIQ in action. Or, request a demo for more information about how payers can benefit from the SmartIQ solution.

1. Understand the goal of the CCM migration

2. Determine which deployment option is best

3. Assess your digital readiness

4. Know your existing cost model

Why are Star Ratings Important for Health Insurers?

1. Digital Forms Can Help Address This Customer Driver Behind CX and Loyalty

2. Build Loyalty by Helping Customers Understand Their Plans

3. Create a User-Friendly, Digital Forms Experience

Medical History Forms

Patient Authorization Forms

Consent to Treatment Forms

Patient Responsibility Forms

Designing a Secure, Digital Forms Experience

A Trusted Solution to Help Streamline Patient Intake Forms

Ready to streamline the process for patient intake forms? Contact us to request a demo to learn how.

Digital Gaps Cause Challenges for Complex Loans

The New Rules of Digital Loan Origination

A Digital Lending Masterclass: The Bancorp