Mobile technology is everywhere today and, seemingly, most people seek customer engagement through those channels.
At Guardian Life Insurance, that is a reality that has not gone unnoticed.
Loyalty360 spoke with Kimberly Delaney, vice president of client engagement; and Beth Wood, vice president and chief marketing officer of individual markets, to find out more about the company’s mobile and social strategies.
“The evolution of mobile technology has revolutionized the way we must think about the form and function of our communication,” Wood said. “Our customers need and want functionality at their fingertips and to meet this need, Guardian recently launched a new mobile App that allows our customers to manage the most common activities associated with their policies and accounts. Having this information at their fingertips, rather than filed away in a drawer that’s long been forgotten, helps our customers stay on top of their accounts, with the confidence to know they can easily access and manage this important information when necessary.”
At Guardian, the customer is at the center of everything the company does and building a relationship with their clients is a priority that is championed from the CEO, Deanna Mulligan, to the front-line associates. “Listening to customers is an integral component of our operating model,” Delaney explained. “Customer feedback is reviewed daily and discussed at our monthly operating reviews with executive leadership.”
Guardian now serves more than 25 million customers nationwide, up from 5 million just five years ago.
“In the face of this substantial growth, we continue to be recognized for our commitment to our customer service as evidenced by customer feedback and industry recognition,” Delaney said. “Guardian’s Retirement Contact Center has been recognized by J.D. Power six years in a row for providing ‘An Outstanding Customer Service Experience’ for the live phone channel. DALBAR has recognized teams across the Individual Disability Income business and Guardian was the only insurance provider to receive the 2016 Insurance Service Award for customer service in 2016. Guardian also earned a Loyalty360 CX Platinum Award for having the Most Customer-centric culture.”
Wood said that Guardian recognizes that its customers live digital lives and that social media plays an important role in providing news, information, and education.
“Being present and adding value through social content offers a chance for Guardian to be part of our customers’ lives,” Delaney added. “We invest a great deal in developing and sharing content through Guardian’s social channels as well as enabling our financial advisers to share content directly with their networks on LinkedIn and Facebook.”
What’s more, Guardian was named Brand of the Year by Harris Poll’s 2017 EquiTrend Survey.
“The recent recognition by The Harris Poll is a very meaningful statement about Guardian by our current customers and the market,” Wood said. “We believe the recognition as the No. 1 Life Insurance brand and as the Most Trusted Life Insurance brand speaks volumes about how our customers view their relationship with Guardian and with its agents. This is a significant recognition that illustrates our journey to be the trusted partner delivering financial security how, when, and where clients prefer.”