Internet has significantly improved the way
businesses and professionals operate. The Internet has also been measured a
threat to certain industries, and eliminated the need for several others. Many
companies have shifted to automation solutions that, while streamlining
processes, eliminate the need for human-to-human interactions, or in some
cases, jobs. But insurance can’t be an exception.
1. Never stop educating yourself
Why are customers turning to online insurance rather than engaging
with an agent? It is convenient. But convenience doesn't essentially equate to
value. Just because consumers can read few FAQ pages and company reviews
online, does not mean they are fully educated on the degree of their insurance
needs. As an insurance agent, you now must prove that your knowledge is far
greater than a website. Bring new policy options when able, present policy
updates in layman's terms and position yourself as your customers very own FAQ
page. Do this by learning the details of your customers’ lives and don't be
afraid to draw attention to loopholes in policy purchases. Those same loopholes
may have gone unaddressed if purchased online. Customers aren't looking for you
to be a friend, but rather an expert who can lead them in the right direction
while keeping their best interests in mind.
2. Treat the Internet as a tool and not the
enemy
Natives of the digital age, many consumers (both prospective and
current) value their independence. For example, 90% of the millennial
generation routinely researches products online (60% research via mobile). This means
insurance companies need to make their information easy to access and easier to
comprehend. Because of the independent mentality, new customers are likely to
conduct their own research before connecting with a professional for help. If
you aren't catering to that basic need, you're very likely to lose business
without even knowing it. Consider offering an online tool that walks customers
through your insurance services as a place to start. Create 'call to action'
buttons or contact forms with a place for customers to submit inquiries along
with their email addresses. These tools encourage your customers to reach out
with any questions or interest in engaging with an agent for further
information on policies for their lifestyle. By leveraging the Internet, rather
than treating it as the enemy, agents can cater to the consumer desire for
convenience while fostering new and existing relationships.
3. Simplify your processes
As an agent, part of your accountability is to make the buying
process headache-free. From start to finish, make sure that the consumer comes
first and that the buying process is simplified for them. In our
always-connected world, customers are busier than ever, so be proactive when it
comes to policy updates or life events that affect your customers' insurance
needs. Humanize the process so that your client is doing the least amount of
work.
Consumers often assume that the claims process is easier if done
online, but as professionals we comprehend otherwise. Don't be afraid to embrace
change. If you learn to change up your communication and selling methods,
chances are your customers will notice, which brings value to your services and
role as an agent who can evolve and improve with time. An individual
conversation with someone familiar is more appealing than the thought of
dealing with a call center and being on hold for who knows how long. Does your
customer prefer email updates or text messages? Cater your communication
methods to each of your customers, and don't be scared to offer to meet them in
the middle for important conversations.
Internet has certainly changed our personal and professional
lives, which has some of us worried about job security. Implement a few
operational changes in order to provide your incomparable value as an insurance
agent to new and future customers. Find a balance between old and new practices
for best serving consumers, and learn how to leverage the Internet for
continued education, communicating with your customers and shortening what many
consider a complicated, old-school industry.
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