Communication Strategies for Insurance Brokers During COVID-19
There is no question that we are living in uncertain and rapidly changing times. It’s important to find ways to help each other as we navigate the way forward. At Goose, that means helping our clients effectively and efficiently communicate with your customers, even when it’s not always evident exactly what to do. Hopefully this will help our Insurance Customers devise the right communications plan for them.
Take a Step Back
Keep in mind, Email inboxes are flooded with messages about COVID-19. So you should consider adjusting your normal campaign cadence. However, it is important to engage with customers with relevant and valuable information related to the situation. Don’t assume they already have all the information they need or know how to contact you.
Your communication strategies could include:
- Reassurances on how your company is handling the situation
- If you’re open, reduced hours, closed, or virtual and contact information
- Cancellation of any events or in-person meetings
- Policy coverages (if you see an influx of common questions)
- How to make a claim or emergency claim contact information
- How to make payments, access policy documents, or make policy changes
- Any available premium financing options
- Public Health and Government website resources
Your messages should be empathetic, authentic, and focus on your business continuity plan and supporting your customers. Tip: Many companies are coming up with creative solutions for customer interactions, such as webinars, video consultations, digital chat, and more.
When Possible, Add a Personal Touch
Sending personalized communications will both perform better and be more meaningful to your customers (as opposed to a batch and blast approach). If you can, try to:
- Include basic personalization (customer name, customer number, company name)
- Segment your customer list based on persona, line of business or geography
- Once segmented, include information that they need to be aware of now, including product specific details or links to relevant articles or websites
- Personalize the sender and signature with their local branch, producer, csr, or principal
What Other Channels?
While email is likely the most effective and efficient way to get a message to your customer, they are likely visiting your other channels for updated information. Use your telephone system on hold messaging, website and social channels to share information about office closure and contact details, and post blogs that are relevant to your various product lines. If you have specific product expertise, leverage them to write short, value driven (not sales oriented) blogs.
Keep Email Best Practices in Mind
It’s even more essential now that Email best practices be followed to ensure your emails are delivered.
- Keep content short and to the point
- Use your branding so it’s obvious that the message is from your company
- Do not send too frequently and respect CASL, GDPR, and CAN-SPAM laws
Customer Tip: A broker plays a key role in being a communications conduit to (and from) the Insurer. Insurers are at the table looking at what they can offer their policy holders through these trying times. Make sure no one makes promises or commitments on the behalf of any Insurer. (this tip came from the advice of one of our customers).