Insurance Technology

Gamification Used to Train Insurers in CX

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Gamification is being utilised in innovative ways to train employees of insurance companies to create a unified, customer-first mindset.

International trade association for the insurance and financial services industry, LOMA, has launched an online, gamified course for life insurance companies. The game helps home office employees understand the foundations of the customer journey and gain appreciation for how all operational areas of an insurer affect customer experience (CX).

The course, Impact CX: The Quest, is designed to help an organisation create a unified customer-first mindset by:

  • raising awareness of the impact that both customer-facing and non-customer facing actions can have on the customer;
  • building empathy for the customer; and
  • demonstrating ways that customer expectations for communication and service are changing.

“Customer experience is an increasingly important differentiator for insurance companies, and most companies are engaged in initiatives to improve this aspect of their business,” says Kathy Milligan, senior vice president of LOMA’s Education and Training Division. “Helping employees understand how they affect the customer experience is a critical success factor in these initiatives. Impact CX: The Quest offers concrete, relatable examples, raising employees’ awareness of how their actions – no matter what their role is – may impact customers.”

Impact CX: The Quest is a gamified course that consists of five “missions,” or branching scenarios that emphasize concepts such as empathy, journey mapping, and customer experience advocacy. Designed for individual play on a mobile device, the course allows learners to take on different roles within a fictional insurer and make staff-level and company-level decisions that will affect the experience of customers.

Organisations that purchase the gamified course will receive a suite of resources to help them roll out the course as part of a larger CX initiative. The organisation will also have access to follow-up education support for conducting company-specific group discussions.

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