The Carrier-Broker-Insured Relationship: How Brokers can deploy targeted emails efficiently

In the second of our three part blog series on customer marketing, we look at the complexity of the Carrier-Broker-Insured relationship. Brokers and Insureds are the recipient of all the decisions, changes and updates provided by their insuring partners. These changes can greatly impact the Insured and it can prove challenging to keep up with both the volume and complexity of coverage changes, especially during times of crisis like COVID-19, recent wildfires, seasonal flooding or other critical situations.This volume and velocity often forces Brokers into a reactive mode, leaving them to field questions and concerns on the front line. Brokers who can proactively work to streamline, optimize and even automate the delivery of these messages can impact this relationship for the better. And digital tools, including platforms for communication, can help them to realize this.

Enabling Brokers to Drive Value

The role of the Broker is to manage risk for the end Insured in various ways. When they can’t insert themselves in the communication stream between the Carrier and the Insured quick enough, this role becomes very challenging. In contrast when they are given the opportunity to play a proactive role by alleviating friction and complexities, they can deliver enormous value, benefiting both their customer and insuring partners.  Targeted and personalized emails delivered by the Broker to the Insured allow them to leverage their expertise to digest the often complex detail coming from the Carrier side and deliver it in a manner that is timely, straightforward and with whom they have a trusted relationship.

Deploying Targeted Emails

Successfully delivering of this information to customers requires a few key pieces:

  • The strategy of having Brokers deliver this information is to help educate Insureds on complex coverage information through a clarified message and quickly. Using sophisticated levels of email, brokers can share the right level of content to answer common questions and provide contact options for those Insureds who want to connect directly – via email, phone or chat – to address more detailed questions.

“More often than not we’re seeing brokers use this strategy in the form of a touch-point or to “get ahead” of a topic rather than trying to solve the whole problem or answer all the questions via automated email– Jennifer Pugsley, VP, Customer Success, Goose Digital

  • Using data stored in the BMS, Brokers can segment their lists by Carrier to deliver emails only to those Insureds impacted by a market update. Adding coverage type or geography into the segmentation heightens the targeting and allows for further focus when policy changes vary. Including name, policy number and assigned producer or CSR further personalizes the communication and increases the chances for higher customer engagement. Lastly, using suppression lists will enable you to exclude certain audiences that you may not want to include, an example may be a VIP segment.
  • Ensuring best practices for email execution and campaign measurement maximizes the likelihood that the message will be read and allows the Broker to understand the impact of the email message. This includes using a known sender to increase inbox placement, links for account log in and downloadable content to provide options of how the Insured can engage and educate themselves. Tracking opens and clicks and analyzing where Insureds click within the email allows Brokers to know who and how many customers have engaged and which content has been most relevant to them.

Conclusion

One of the challenges to delivering Carrier changes and updates is that there are many markets, all with different stipulations and variables. Many Brokers find it easier to wait for Insureds to call them or try to handle these conversations on a one by one basis, creating a very reactive environment. While embracing this strategic approach will not solve the entire challenge, it will however create proactive conditions that will inform customers of critical – timely information, allow for a personalized touch-point between broker and Insured and ultimately reaffirm the value of working with a Broker. Brokers who want to test the waters can start with a single Carrier, and measure the impact. And with the right digital platform Brokers can increase both their role and value within the Carrier-Broker-Insured relationship.

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