Expert Urge Insurers to Create Positive Customer Experience

An insurance, health management and planning expert, Dr Sarafadeen Raji, has urged stakeholders in Nigerian insurance sector to work towards entrenching an enviable system capable of creating and sustaining positive customer experience.

Raji, who is also the Director, Academic planning of Federal Polytechnic Offa, Kwara State, gave the advice while delivering a lecture on ‘Creating and Sustaining Positive Customers Experience, Key to Insurance Growth in Nigeria,’ at the 2019 Insurance Consumers’ forum organised by the Almond Productions Ltd in Lagos.

He described the customer as a person or individual that buys something from a shop (insured) and defined experience as knowledge and skill that one has gained or the things that have happened to a person or an event or activity that affects him in some ways that influence the way he thinks and behaves.

Similarly, Raji said customer experience was the product of an interaction between an organisation (insurance company) and a customer (policyholder) over the duration of their business relationship, adding that the interaction is made up of three parts; customer journey, brand touch points the customer interacts with and the environments the Customer experiences during his experience.

He noted that customer experience is about, “adding value for customers buying products and services through customer participation and connection, by managing all aspects of the encounter.” He added that the overall customer experience must be considered at all times.

“Therefore, development of a positive customer experience is important as it increases the chances of a customer to make continued purchases and develops brand loyalty.