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Cultivate the Customer Experience Your Clients Want
What do customers want from their independent insurance agents? The Agents Council for Technology (ACT) has developed strategies to help you tap into technology, and motivate your team to provide the service today’s insurance consumers want. By creating a process with touchpoints throughout the insurance policy lifecycle, your team will build relationships and your clients will become champions for your agency and help you grow your business.
Six Steps of the Customer Experience Lifecycle To view additional details, resources, checklists and links on the following six steps, go to www.independentagent. com/ACTCX.
Discover Be where your clients and prospects search for insurance.
When considering an important purchase, where do consumers research? Online and possibly from a mobile device. That’s why it’s important for your agency to have a mobile-friendly website with lots of great content that emphasizes your experience in the marketplace. Add social media, a robust Trusted Choice profile, an understanding of SEO and your agency will make the right impression with the right customer.
How Do Consumers Find You? Four Steps to Create Awareness
1. Create a Robust, Mobile-Friendly Website
Today’s consumer wants a website that’s mobile-friendly and easy to navigate. And in today’s 24-7 world, your website should make it easy for prospects to submit an inquiry. If a website does not provide the needed functionality from any device, 66% of viewers will not continue. Here are some resources to help your website make a great first impression.
2. Develop a Content Strategy
Content is king, but it doesn’t have to be overwhelming. By creating a content strategy, including a blog, you’ll show new consumers your understanding of the marketplace and give policyholders a reason to come back to your website. Share the work with staff or look to resources like Trusted Choice for content to post. Here are some tips to help your website reflect your agency’s culture.
“Who” is your agency?
About Us: tell your agency’s story, agency locations and hours of operation
Community service affiliations, Trusted Choice logo and pledge, volunteer positions
Keep the content coming...
Content/Blog: Frequently Asked Questions, general insurance information, niche market highlights, staff contributed content, guest bloggers or authors, Trusted Choice can help
Reviews: testimonials from current clients
3. Improve Search Engine Optimization (SEO)
Search Engine Optimization (or ‘SEO’), is the practice of increasing the quantity and quality of traffic to your website through organic search engine results.
The goal is to Increase virtual foot-traffic to your website by prospects looking for local agents or specialization based on the line of business needs. Utilize keywords on your website, create local profiles and complete “Find an Agent” profiles with your carriers and Trusted Choice. Whenever possible use photos of agents and include specialization.
4. Build a Social Media Presence
A business social presence is another open door to your agency and is a vital communication vehicle when disaster strikes. Determine what social media works for your agency and build a presence your clients want to follow. Consider Facebook, Twitter, LinkedIn, Instagram, YouTube, Snapchat, and Pinterest.
Getting Started
• Create a complete profile • Follow and engage your business clients and community leaders • Share new or relevant content from your website • Share posts of your staff and community engagements • Look to Trusted Choice for relevant and customizable content • Host a video series • Promote posts and advertise on social if affordable
Evaluate Create a digital presence reflective of your services and brand.
Once a consumer narrows their search how can you leverage your web content to make the decision-making process easy? Your website is your agency, and the same internal knowledge and expertise a client would get in the office should also be available online. Here are some strategies to help you build content clients want and help them choose your agency.
Cultivate the Customer Experience Your Clients Want By Agents Council for Technology (ACT)
Leverage Your Digital Presence Three Empowering Content Strategies
1. Demonstrate Your Expertise
In the Discover phase, we learn content is king but doesn’t have to be overwhelming. The more information you have on your website, and the easier it is to find an agent, the better the customer experience. Blogs are an easy way to add content that’s easy to organize and easy to navigate. Tap into Trusted Choice, the Big I” Virtual University and your team for content.
2. Showcase Your Quality
Make the most of memberships and online reviews. Solicit reviews on social media and collect testimonial stories from clients for your website. Be sure to monitor your social presence and respond swiftly to online inquiries.
3. Offer Comparative Rating
Some consumers may want to compare rate and coverage options before making a purchase. RealTime rates on agency websites may provide enough preliminary rate information to reduce additional shopping on aggregator or carrier website.
Purchase Invest in technology and processes that make purchasing easy.
The consumer finds the right fit for their insurance needs and it’s your agency. Now, they need to be able to easily engage your staff. And, when it’s time to sign on the dotted line, many will look for a simple online application and want to complete the process via mobile-friendly e-signature and EFT payment.
How Do You Make Purchasing Easy? Three Critical Technologies
1. Online Applications with Minimal Information Required from the Applicant
Most consumers are used to completing a quick web form to order service and they will want the same from their independent agent. This can be further simplified when the agent and customer can work on the file simultaneously. Additionally, any information the agent can backfill from public assessors will streamline the process. Utilize as many online databases for supplanting information as possible. The application also needs to allow the customer to choose coverage and billing options.
2. E-Signature
Consumers expect mobile-enabled e-signature for applications, coverage rejection and other forms. Common E-signature protocols must be accepted and implemented by all companies and agents and the time savings for agencies can be enormous.
Big “I” members can save 20% on DocuSign!
3. Bonus Service Feature: Online Chat Assistance
Chatbots and online chat are an easy way for consumers to get answers they need and to connect with your sales force. Coupled with an easy-to-find phone number, your team can help the client determine what coverage they may need and start the application process.
Experience Build a relationship with your clients throughout the year.
Let the relationship building continue as you become a trusted resource for valuable information and community support. To do this, it is important to create an experience based on your clients’ preferred communication outlets. By leveraging your agency management system, creating a communication strategy and being easily accessible when your client needs you most your clients will become champions of your agency. continued...
1. Mobile Account Management
Clients will expect access to policy forms with 24/7 availability. In addition, payment features, ID cards, household inventory and claims reporting should be easy and mobile-friendly. Ensure your website is mobilefriendly and implement self-servicing features for clients. Consider text message alerts for important updates.
2. Communication Preferences
Some clients may like text messages for non-policychange discussions and others may want email or phone call. Determine client communication preferences from the start of the relationship and leverage your agency management system to distribute content and alerts how your client wants it.
3. Robust Web Content
Share insurance and risk management related tips with clients on your website and social media outlets. Target the content to the clients you want and utilize a mix of delivery methods including blogs and listicles, podcasts, video, web chats and more. It doesn’t have to be overwhelming and contributors can include staff, carriers and Trusted Choice has a wealth of customizable content. Once created, content can be sliced, diced and shared repeatedly when relevant. Craft an email newsletter and build a social media following to remind clients of the wealth resources available.
4. Be Proactive When Life Changes
Implement a plan to nurture your client relationships. Recognize life changes including birthdays and anniversaries. Illustrate you understand your client’s needs by sending timely storm safety tips or a note when a teen becomes a licensed driver. Consistent touches throughout the year will solidify your relationship and open the door for inquiries when life changes are top-ofmind.
5. Value-Added, Community Building, Services
In addition to building a robust website strategy, there are other ways to create value for your clients. Host shredding events, sponsor defensive driving course and highlight your community involvement online and in your agency. Advise customers of services available to them at no additional charge via agency newsletters, blog, website, social media, texting, etc. This is an excellent way to highlight agency advocacy and commitment in the community. Another great value for commercial lines customers is risk management and/or safety consulting.
6. Create a Positive Claims Experience
During the claims process, clients will need clear process and after-hours options for reporting. Clients will want to be briefed on what to expect from the claim process and what they will need to submit. Follow-up with a phone call or email form on the agency’s claim status.
If the problems occur, the agent acts on client’s behalf to resolve the issue. If the clients claim is denied, the agent will help the client understand why and identify next steps. Agencies should consider implementing a claims communication plan which might include a personal acknowledgment (by phone, email or note card) of each claim and after-claim service report cards to solicit feedback on the claims experience.
Renew Assess Clients’ Needs and Modify Service Accordingly
Be proactive and contact your client in advance of renewal armed with any new information you’ve collected during your touchpoints throughout the year. When you are proactive with content and information updates with your clients and involved in the community, your clients know you are there and will likely renew. Research shows that 90% of clients that have been touched three times in the policy period renew with that agency.
1. Be Proactive with Renewals
Proactively reach out to the client prior to the renewal with a proposal inclusive of comparable quotes and rate increase explanations. With a management system in place, outreach can be automated. If rate changes are necessary, take care to clearly explain the renewal increase. Use this as an opportunity to update the profile you have on your customer in your agency management system.
BEST PRACTICE: A key recommendation is to start the renewal process 90-120 days out from the actual renewal date.
2. Cementing Client Engagement
An ongoing goal is to keep clients engaged with meaningful communication so the value you bring is top of mind, not price. This phase is a perfect opportunity to implement great client nurturing tools that allow agents to reach out and request Net Promoter Scores and testimonials in the months prior to renewal. This minimizes the friction at renewal if a client has previously provided a positive assessment of the agency. People who have scored the agency high are less likely to reconsider their opinion of the agency at renewal. And if a client does provide a negative score or review, there is time to address and correct the problematic issue prior to renewal.
Refer Ask client for online reviews and referrals.
A social media review or five-star business rating from a satisfied client can bring new business to your agency. Incorporate an ask for ratings or reviews in your outreach strategy after positive claims experiences, renewal, or after a community event. Monitor and respond to all reviews promptly and build your reputation as a trusted advisor.
1. Reviews and Referrals
Request satisfied clients post positive reviews on agency and social sites. Be sure to track and respond. Ask if you can use great social referrals for your website, marketing materials or newsletters. Some outlets may have an approval process in place before reviews go live. The more reviews your agency receives, and more consistent they are, the more effective. Make sure you thank your customers individually for writing a review this can be done via a phone call or mailing a brief thank-you note with a small gift.
2. Video Testimonials
This can be the most effective type of review - providing it is natural and honest. The fastest-growing agencies use video on their website to marketing and educate - 52% of agencies who have more than 6% revenue growth on both personal and commercial lines rank videos as their most valuable tool.
It doesn’t have to be expensive - Use simple video equipment, even a smartphone, to film testimonials in the client’s own words. If working with commercial lines clients, film the video at their place of business, in front of a sign or other marker to add value for the client. Post the video on your website and social media. Tag the client to reach their audience and it’s a win-win for both you and your client.
Tip: If you are using a phone, make sure to flip it horizontally for optimal viewing.
3. Blog Posts and Written Testimonials
Clients may welcome a mention or testimonial on your blog. Include background on the client, photos, and links to their website. This is a lot of information, but the ACT website makes it easy to understand and provides toolkits, links and resources to help you along the way. If you should have any questions regarding the Customer Experience Lifecycle, please reach out to Ron Berg, Executive Director of the Agents Council for Technology (ACT), at ron.berg@iiaba. net.
Agents Council for Technology (ACT) includes the industry’s leading technology experts to provide blueprints on disaster planning, cybersecurity, customer experience, and other emerging trends to help your agency. View more information on ACT at www.independentagent.com/ACT.
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