Often, a beneficiary’s interactions with Nationwide are part of a much more complicated picture. When a claim is being made based on the loss of a loved one they may be dealing with funeral arrangements, contacting family members and friends, arranging travel and managing an estate— all while navigating ongoing grief. These chapters combine many tasks in addition to filing a claim.
As one member shared, “I found my birth certificate in my adopted mom’s purse. It’s the first time I’ve learned of my birth mother’s name. I also found a letter with a Nationwide Life Insurance policy. I’m not sure if the policy still exists.”
“I found my birth certificate in my adopted mom’s purse. It’s the first time I’ve learned of my birth mother’s name. I also found a letter with a Nationwide Life Insurance policy. I’m not sure if the policy still exists.”
Our Service Center Representatives already provide extraordinary care and support to beneficiaries today. But these days, beneficiaries require an approach to customer service that extends beyond traditional definitions of products and processes. They need Nationwide to provide compassion while assisting them through a sensitive and complex journey that extends beyond us. They’re asking we take a life-centric view where the experience they encounter when working with us is inclusive of the other things they’re navigating. To do this, we’d need to determine the most common life events associated with a product. Then, we develop experiences that encompass a broader perspective and reach. Effectively, this redefines what protection truly means.
The experiences we provide to beneficiaries make a strong statement about our company. And because emotions are running high, they’ll often remember their Nationwide experience in great detail. Those moments shape their lasting perceptions of Nationwide and can influence them to consider becoming members themselves.
The life insurance claims process can take an immense toll on beneficiaries. They may spend as many as 12 hours per week working on a loved one’s estate, and resolving all the financial details can take a full year or more. Many report increased stress or changes in sleep patterns. 76% report negative impacts to their work productivity. We need to recognize these impacts, doing all we can to extend the same CX principles to beneficiaries as to our members.
