How Security First gets data on its reputation with customers
Following a massive systems migration where it converted its core policy and claims systems, homeowners’ insurer Security First Insurance is focusing on managing its reputation, improving customer engagement and maintaining its competitive position in the Florida marketplace.
The company has partnered with Clearsurance to facilitate the customer review process, get a truer picture of its customer service delivery and better engage with and respond to reviewers, it says. While Security First had been managing its reviews on Google and Facebook on its own, the company wasn’t able to create an accurate picture of the service its employees provide, says Marissa Buckley, vice president of marketing.
“People are more likely to post negative reviews about an experience that didn’t go well than to post positive reviews,” she says, noting that Clearsurance also gives the insurer a quarterly trend report, enabling it to gauge how reviews stack up against competitors.
“Clearsurance’s review platform is served up to the public and allows us to engage with customers, sparking people to provide not only negative but positive reviews,” Buckley explains. “The company puts its technology in front of the consumer in an organic way that gets them to think about their insurance experience. If the person happens to be a Security First Insurance customer, he or she is more likely to provide positive feedback because the process is easy.”
Not only does the Clearsurance platform provide an easy avenue for customer feedback and reviews, it also offers subscribers data for comparative analysis against competitors who are rated on the same platform. “We receive a quarterly trend report that shows how we stack up against those companies,” Buckley points out. “That provides great value in addition to the review platform. Otherwise, we’d have to do the work of gathering the comparison reviews of our direct and indirect competitors to see how we measure up, which can be time-consuming.”
Currently, Security First Insurance is accessing the Clearsurance capabilities on a subscription basis, but the insurer now is planning to integrate the firm’s review platform into its applications by the end of 2018. “Several competitors have taken the Clearsurance technology and integrated the review capabilities through APIs into their applications, increasing the likelihood of getting reviews at strategic service moments,” Buckley explains. “We are looking into doing similar things that will give us more feedback and better ratings, like giving customers the ability to rate their experience at the end of an instant quote process.”
Buckley adds that the ability to use marketing and technology like this to make a difference in the front-line services we provide is extremely powerful, Buckley noted. “Clearsurance does a fantastic job of capturing ratings and reviews on their platform alone. Having that integration will make a big difference in driving traffic to our instant quote and increasing our business.”