OHRA webcare monthly overview via BuzzCapture (interview Oliver de Leeuw)
With reports like this monthly overview, Buzzcapture delivers significant added value to the web care team.
If webcare is the conscience of the organization, how do you subsequently process that input?
“To be honest, what we do on webcare is still reactive, we just answer the questions. There has been a breach of trust in the insurance sector. We are very aware of that. A lot is said online about Delta Lloyd and OHRA , you want to have that on your radar. We keep a finger on the pulse of society 24/7. What we signal goes straight into the organization to be processed further. If we were not there, the organization would really miss a strategic cornerstone.”
How has your approach to webcare contributed to a different form of crisis communication?
“There were periods when we would definitely get a major issue once a month that required us to act very quickly. You always start with: what went wrong and how do we get out, if necessary with our buttocks exposed? Apart from that, we have a real crisis team at a higher level with facilities that include webcare.
But the speed, transparency and dynamics of social media have helped transform part of the organization.
It also helped that webcare is now integrated with the social media team; there is a delegation from every level of the company. That shows that we use webcare as a fully-fledged component to make our claim 'directly arranged' come true. I think it is a personal achievement that we managed to get this off the ground.”
I can imagine that you are proud of that, you can change the course of a large organization saudi arabia mobile phone number list just as quickly as that of the Titanic.
Now, not every company will have the resources for a multidisciplinary team. What is your golden tip?
“My tip is: choose an influence model of the effect that webcare has on customer experience. Stop talking about an ROI, your mother doesn't have that either! Because we enter into a conversation on webcare, a customer assesses our service and that is easy to check by sending a direct message with a link to a form: how did you experience our contact? We then express that in the NPS (Net Promoter Score).
From my position, I can only literally show what this qualitative progression is from negative to positive. And the more negative cases we can turn positive, the more positively we are found in search engines and comparison sites. That contributes directly to it. So webcare helps to achieve the KPIs that every manager has on customer satisfaction.”
“I see a lot of opportunities to be proactive. Insurance is a black box for most consumers. So there have to be a lot of questions on which we can provide added value or advice in a very informal way. I find it difficult to get the organization excited about this and to make resources available.
What do I think is the goal of dialogues? It is between orientation and awareness for your brand, to become top-of-mind. If you follow that well and map it out in the customer journey, you can definitely link it to sales KPIs. But if sales is your primary goal, then I fear it will quickly become old-fashioned hard and commercial. So I still see a challenge for myself and OHRA and Delta Lloyd.”