Insurers fail to reap benefits of customer interaction management on Twitter

Published on 10 December 2013 by in Latest News

social media customer service insurance industry1 Insurers fail to reap benefits of customer interaction management on TwitterNew research from car insurer Autoglass has found just 40 per cent of companies in the insurance industry are using social media to respond to customer enquiries. The study, of 50 companies in the United Kingdom, discovered that organisations within the sector are neglecting customer service channels such as Twitter and Facebook; 50 per cent of those polled revealed their company did not have an employee dedicated to social media enquiries.

The poll, conducted over October, found that 70 per cent of insurance companies spent less than an hour a day monitoring social media for customer enquiries, while only 32 per cent had specific training in managing questions and complaints via online networks. What’s more, 86 per cent of organisations did not plan to hire an individual specifically for dealing with social media customer service.

“The number of customer service-related enquiries we’ve seen on our own Facebook and Twitter pages has more than doubled in the past year compared with the previous year,” said Andre May, sales and marketing director for Autoglass. “Our customers are not only enquiring about windscreen repairs or replacements, but also asking about their car insurance policies and cover, and we’ve re-directed enquiries, where relevant, to our insurance partners.”

Of those insurers using social media, 94 per cent said they were primarily interested in raising brand awareness. Only 44 per cent revealed that they would use social networks to encourage customer renewals.

May commented:

“Brands that are accessible both on and off-line are better able to build and manage good customer relationships, which can help to reduce the risk of reputational damage from comments posted on social media by irritated or disgruntled customers.”

For more news about customer interaction management across social media, visit the numero blog or follow us on Twitter.

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