Habits of success: focusing on the customer experience in business insurance
Everyone in the insurance industry knows that this is a relationship business. What does that really mean?
Think about the difference between Virgin America and just about any other airline. If you’re an experienced air traveller and you’ve flown Virgin, you’ve probably already thought of three different ways in which the experience was notably better than most of the competition. Or, consider the difference between calling an Uber or Lyft on your phone, and hailing a traditional cab on the street; that improvement in the overall ride experience is why these rideshare apps have become so popular. The art of “customer experience” is transforming how many industries in America work today. Insurance for middle-market business, though, has a long way to go.
One challenge is that many buyers mistrust sellers of insurance - it's often an afterthought for a business owner: one of the first places to look when it's time to cut expenses, and generally thought of as regrettable overhead that we might not need if we didn't have such a "litigious culture".
I used to work for a couple of insurance companies, and I can tell you: some people on the carrier side are just as selfish as those buyers are. "I must have more business from you”, as the underwriter says in that video that went viral about five years ago - underwriters are hungry beasts. Insurance companies in general don't think as much as they should about what Insureds really want; they think incrementally, in terms of adding to what they do already. I can’t think of another industry where the vendors make their customers jump through so many hoops.
Among more sophisticated buyers, there is understanding that insurance is valuable contingent capital, and a necessary part of a well-developed risk management program. There are also sophisticated sellers, who really want to be useful to their clients, who want to help them solve problems and build their businesses. Among the sophisticated buyers and sellers, there is an understanding that nobody really wants this to be a one-off transaction, or even an annually-repeating transaction. It should be a long-term partnership.
Over the years, I've had the chance to work closely with some outstanding people in the insurance industry. Here are the four traits they have demonstrated to me, which differentiated them as closely connected to their clients, deeply engaged in a productive partnership. Every successful person I’ve ever met in this business has these traits - that includes brokers (who sell to the insureds) and underwriters (who sell to brokers). What these traits have in common is a focus on the customer's experience: understanding the business from their perspective, and meeting the client where they are (not where you want them to be).
This is "table stakes" to survive in the business. Nobody wants to feel that their email or phone call has gone into a black hole, even more so if they’re dealing with a large corporation. It's not that every email must be responded to immediately, and I don't even necessarily think that every call must always be returned the same day. But over the long run, you have to keep your client's confidence that you are there, that you will show up for them. The gold standard is the illusion that they are your only client; they don't actually expect that to be the case, but it's nice to be treated as if it were true. The name of the game is to work with your customer to set service expectations together, and then meet them.
Anecdotes abound of famous politicians who could remember the names of individuals in their constituencies. This is continuity: when you maintain awareness of your client's needs and operations. When the client talks to you, you should already be up-to-speed with what's going on in their world - they've probably already told you previously. Wouldn't it be frustrating to have to explain your whole medical history all over again, every time you saw your doctor? When the risk manager calls her insurance broker, she should trust that the broker doesn't need to be reminded about that new expansion to a new state; the underwriter shouldn't have to be reminded of which are the broker's specialties.
This arises out of the virtue of continuity. Think about the relationship between a butler and their employer, like on the TV series Jeeves and Wooster: Jeeves gets hired in the first episode because he has a hangover cure waiting for Wooster before Wooster even wakes up. It often happens that you have a good idea of what someone is going to say before they say it, doesn’t it? Sometimes it feels like you have ESP. Whether it’s your parents’ attitude towards what you want to wear for school, or what a professor thinks about your choice of research topic, or what your boss will ask you to include in a report. Anticipation of a client’s needs is one of the hallmarks of a service provider who really understands them. For a broker marketing an account, this means developing a narrative submission to underwriters that really explains the nature of the risks, that allows the underwriter to get a true feel for the drivers of the account, rather than just rattling off basic statistics or doing the minimum to fill in a form. You don’t want important information to get lost in translation between what the underwriter is asking for, and what you are telling them. For an underwriter, this means you should make it as easy as possible for your brokers to deal with you. Things like requiring your own company application to be fully filled out and signed prior to binding (a very common complaint from brokers) are a pain point that encourages the broker to take their business elsewhere.
Brokers want their underwriters, and risk managers want their brokers, to be able to get things done. People are usually careful not to make promises they can't keep; but we must keep the promises we do make. It's vital to make sure that you create only reasonable expectations in your customer's mind, and manage them as needed. As a buyer, I should be able to trust that it will get done, and that my partner is capable of handling it without me having to chase them for it. Has the underwriter promised to turn around that quote in a week? Has the broker asked for a new endorsement? Then it should get done without the client needing to ask for it again. Has the broker promised to deliver newly-issued policies to the insured? Or get new quotes from another carrier on an existing line of business? The broker should be able to make it happen without the risk manager needing to follow up with them.
Some people talk about having a "one touch" system: picking up an item and not letting go of it until it's resolved. The reality is that sometimes, these processes are too complex for that "one touch" rule - authorization or capacity is beyond the reach of the person handling the item. But in that case, you move it forward as much as you can, delivered in a package that makes it easy for the next person to do what they need to do; and you take ownership of the matter: you keep the item on your radar until it is resolved, and you communicate to your client to keep them updated without them having to prompt you. In other words: you should make sure your client knows that you are thinking about what have to do for them, even more than they are thinking about it.
What do you think is the most important characteristic of a service provider in a business partnership? Drop me a line and let me know. I think these rules apply broadly, even outside the insurance world; anyone who seeks an ongoing partnership with a customer can use these concepts, such as software companies, doctors, attorneys, and realtors.
Adapted from my original post on LinkedIn: https://lnkd.in/b7mS75i