Almost half of the world’s population own a smartphone in 2020. There was a time when smartphones were only used as a research tool before moving to desktop or traditional communication methods. That has changed and mobile devices are now used for all stages in the customer journey.
When done well, omnichannel interactions are also improving the customer experience as users can complete tasks quickly, simply and on the move. Although the omnichannel transformation began in many industries years ago, health insurance has been somewhat slower to adapt. There is more chance one channel does not speak to another, for example having to start an application all over again over the phone when it was started online. Investment in seamless integration is required for a truly twenty first century experience. The return on investment is high. An increasing number of users prefer digital only interactions, moving them away from call centres.