Independent insurance agents want a lot from insurance carriers. And why shouldn’t they? In the fast-paced world of shopping online and instantaneous gratification, keeping consumers’ attention with interactions that are meaningful yet limited is strenuous.
To help agents succeed in this environment, the carrier has to make it easy for them to understand its products, explain solutions to customers and target time and energy toward the right audience. Put answers at their fingertips, and they’ll buy into your brand and become advocates. The best way to provide those answers? Digital tools – they’re instantaneous, accessed from anywhere and provide smart information in an expected format.
Here are 3 digital tools you need to support your agents:
- Social Analytics: Use a social media marketing platform to make sure you’re gathering the insights available on the people who express interest in your brand. Do you know their demographics? Education level? The messages they resonate with? Their perception of your brand? Providing agents these audience insights will help them (and you) reduce time and spend on generating leads.
- Interactive Dashboards: Audience insights, sales progress, best practices and initiative updates provided in a dashboard give agents the right amount and type of information, without being overwhelming. As human beings, we put more weight behind self-discoveries than the ones handed over to us. Make sure your most important information feeds into your dashboard. That way, insights are actionable and agents can draw their own (somewhat obvious) conclusions on demand.
- Online Learning Center: Easily navigable, searchable content that requires minimal upkeep is the perfect solution for you and your agents. It ensures that they have consistent, on-brand information whenever, wherever. Answers in the palm of agents’ hands – about both products and the industry – encourage them to go to you for answers rather than the competitor who may do a better job. But don’t forget to make it tastefully clear if information is customer-facing or for agents’ eyes only.
The next-level insights that come from your digital tools will prove useful, too. A great digital tool proves its ROI by reporting its utilization – where, when, how often and by whom? The data your tool provides will help you to adjust your relationship strategy according to the agents’ ever-evolving needs.
