Let the relationship-building continue as you become a trusted resource for valuable information and community support. To do this, it's 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.
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 mobile-friendly 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-policy-change discussions, and others may want email or phone calls. Others may prefer documents sent electronically via email, or want to access needed policy documents like ID Cards, bill payment, etc., via a customer portal accessible from your agency website. Determine your clients' communication preferences from the start of the relationship and leverage your agency management system to distribute content how your client wants it. Streamlined communications and a paperless office environment also save your agency time & money.
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, webchats, and more. It doesn't have to be overwhelming. Contributors can include staff, carriers, and customizable content from Trusted Choice . 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 of resources available.
Resources to Build an Informative Website
4. Be proactive when life changes Implement a plan to nurture your client relationships. Recognize life changes including birthdays and anniversaries. Illustrate that 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-of-mind.
Communication and Marketing Tools
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 paper shredding events, sponsor defensive driving courses, or 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
As most of us would likely agree, our industry shines and shows its value to our customers when they experience a claim. It is our promise and commitment to help them work through an unfortunate, stressful, confusing, and potentially horrific event in their life. It may be bold, but this is, in many ways, why all of us are here.
Given all the dynamics at play during the time of a loss, it is important for agencies to have a well-defined and communicated set of processes for agency staff to follow, as well as a set for consumers to follow, to make certain we uphold our promise to our clients. The ACT Customer Experience Work Group has built high-level process framework for both of these distinct opportunities to differentiate your agency and add value to your customers in their time of need.
Access ACT's Claims Experience Process FrameworkIncludes downloadable templates for internal agency and client claim reporting expectations Click Here to Access
More Resources to Help Cultivate a Positive Claims Experience
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