Culture Shift and Time Demands uses a customer relationship management system that re-
Technology has changed our culture. shapes workflow into a series of interactions. Eighty per-Downsized companies are forced to do more cent of work conducted is proactive outreach.
with smaller staffs. Time-pressed executives There is at least one monthly touch point be-rely on conference calls, webinars, e-mail and tween the dedicated service representative
text messaging to get things done fast. Small and the client, with deep exchanges several
employers are no exception. They wear a times a year. Tasks are automated, but
thousand hats. It’s difficult to get their at- contact is personal.
tention; they have little time and don’t want Such a model provides consultants the
to waste it. These businesses rarely have in- time to engage in purposeful conversa-house HR expertise, and often place greater tions with clients. They gather informa-demands on their insurance agents. tion about the business, its performance
Although small-business owners may reach and needs. For instance, the direct ex-out many times a year with questions or con- pense of a premium is only one compo-cerns, typically a busy agent only initiates contact nent of a benefits package. Attracting and
to solicit annual policy renewals. Sessions to re- retaining staff, productivity and the im-
To harness the power
view quotes tend to cover a lot of ground. They of technology, you pact of turnover on unemployment taxes
may be harried, and the agent may have to invest also affect the overall expense. To educate
don’t need to be an
additional time to conduct enrollment. There is clients and provide this level of service, a
IT specialist or un-
little opportunity to explore other ways to help a firm you partner with must talk to your
business save money, enhance protection and derstand HOW it clients throughout the year. This ensures
maximize tax benefits. works. You need to your small customers receive added value
Small clients rarely get the same attention or through creative solutions and obtain the
know WHAT it will
consultative services as their larger counterparts. right mix of products. And employers be-
do for you.
From a broker’s perspective, it absolutely makes come better equipped to make business
sense to concentrate on business that brings in decisions about their benefits packages.
greater revenue. This dynamic, however, sets up a
reactive relationship with small accounts. It’s disruptive to
the agency’s workflow and clients may feel neglected.
Although agencies may pride themselves on offering outstanding customer service, the experience of their smallest
clients may be much different.
Use Technology to Create Proactive Relationships
With optimal technology, an outside firm can shift the
focus of the relationship from reactive to proactive and deliver significant efficiencies. Digital Insurance, for example,
Distinct Advantages to Agency Operations
High-touch, people-focused technology delivers
tremendous benefits to your smaller clients, but what’s in
it for you? It should be about more than delivering a
spreadsheet at year’s end. It is about creating an infrastructure that reshapes the entire client experience and
does it on a shrinking commission dollar. The best systems create efficiencies for agencies as well, freeing them
to focus on high-revenue accounts and monitor aspects of
their business that improve profitability.
