In this week’s Daily Dose video, I share a short video inspired by the lessons of my most recent book, Would You Do That To Your Mother.
The following is a lightly edited transcript of the video below.
Where is a navigator when you need one? I always wonder, when a company sends customers this much paper, are they just hoping no one reads it? If they did want people to read it, wouldn’t they make it easier to understand and get through?
How do customers feel about your paperwork?
When we bombard customers with complex paperwork, we force them into consenting to what’s inside. Have you even looked at your insurance policy paperwork? Do you know what’s covered if you need it?
According to a survey conducted for Trusted Choice—a consumer brand of the Independent Insurance Agents & Brokers of America—nearly 40% of respondents don’t know what’s inside their policies. Forty percent also said they weren’t confident they have adequate coverage.
Can Your Company Offer Clarity Instead of Complexity?
Be the company that deciphers the complex so customers can choose! Take the chance to be the company that tells the customer exactly what's in that paperwork. (See the comic on my blog.) #MakeMomProud #CX Click To Tweet
Can you, instead, be the navigator? Be the company that deciphers the complex so customers can choose? Take the chance to be the company that tells the customer exactly what’s in that paperwork.
In any complicated industry, how about becoming the company that navigates the complexity? In short, guide rather than hide? You’ll stand apart because that behavior means you put customers’ lives first.
Here’s a comic that summarizes this “Would you do that to your mother?” moment.
For more on this topic, be sure to read this compelling case study, featuring Lemonade Insurance.
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