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In this digital age, clients increasingly expect an exceptional online and mobile experience. With the truMobile web portal and app, your brokerage offers clients a virtual 24/7 client care service.
They can easily and conveniently review their policy, request changes, submit a claim and more – wherever they are, whenever they want.
Your brokerage will reduce menial service calls, allowing your brokers to focus on complex client care and selling more business. You reduce your staffing needs while increasing productivity on tasks that make your brokerage money.
You’ll also increase customer satisfaction as clients can achieve their goals without navigating phone trees, waiting on hold, or needing to call during business hours. The more clients whom use this self-service, the more both of you will benefit.
This guide will give you a clear path to success when it comes to promoting your new web portal and app. Adoption is key and these strategies will help you build traction with your new digital solution.
Success Checklist
This checklist was developed from the successful methods we’ve used to promote the app and web portal. They’re ordered from most impactful to least impactful, though all of these methods will help you expand customer adoption and get the most out of this technology.
Promote on Your Service Calls
New Business Process : Implement adding clients as part of your onboarding or new business process
Website: Promote throughout your website with links and calls-to-actions like buttons or graphic “ads.
Social Promotion : Promote your technology through social media on timely occasions.
Email Promotion : Announce your new web portal and app and promote for major, relevant events
Set Brokers Up for Success :Incentives and training encourage your staff to make the most of this technology.
How to use your Success Checklist
1. Promote on Calls
Live Service Calls
Hold Recordings
This is the most effective method for getting customers to adopt your new technology.
Registering your client while you’re on the phone is the most effective tool to customer adoption. Our analytics show that educating and signing up a client during a call will result in more app or portal visits for subsequent insurance requests.
It’s especially relevant for those clients calling about something they could do themselves with your new digital solution, including reviewing their policy coverage, getting a pink card, submitting a claim, or requesting a change.
Here’s the process:
Locate the customer on the Broker Admin Portal
If they have an existing account, remind them they have access and the benefits to them
If they don’t have an account, let them know you’re granting them access and create an account
Here’s an example script:
Live Call Scripts with Customers - truMobilearchived
“I going to give you access to your My “Broker” account. You’ll be able to view your policy information, print pinks cards, submit a claim, or send us a request to make any changes to your policy. We’ll still contact you to confirm changes, but you can get everything started there.
You can get access by visiting our website and logging in or by downloading our free mobile app on your phone. I’ve just sent an email to you with your login information now, so you can access your account whenever it’s convenient.”
In our experience, clients rarely say no to online access to their policy. They’re used to having their banking, health and benefit plans, service providers and more accessible online or via an app.
Note: Asking a client, “Have you heard about our mobile app?” may come across as if you’re selling them a product, despite the fact it’s free. Clients may say they’re not interested or that they’ll think about it or do it later. We’ve seen less success if you pose questions.
Clients are often put on hold for a myriad of reasons such as waiting to reach a broker or the broker is working on a file. Updating your hold recordings is a great way to promote your new digital services as you already have their attention. Let them know how this technology can help them and instruct them on how to register.
Here is an example script of a hold recording
“Do you want to know when your next payment is? Or need a pink card in a pinch? With the My “Broker” App and Online Portal, you can have instant access to your insurance policy, pink cards, and payments. You can also submit a claim from the scene of an accident and the App can even help you find the nearest gas station, mechanic, or tow truck service! All of these services can be conveniently accessed by you whenever you need them on your smart phone, tablet or computer. Ask your broker to sign you up or visit (website link) to register yourself!”
2. New Business Process
While you’ll have to wait to create an account for a new client, it’s a great idea to start educating them on the valuable digital tools you offer. Have your brokers mention the benefits of the web portal and app and let the client know they’ll receive an email as soon as their account is set up.
Adjust your new business or customer onboarding process to add digital account creation 15 or 30 days after the onboarding date. A broker will then need to log into the Broker Admin Portal and create an account for this new user; the client will receive an email with their new login information.
Why do I have to wait to create an account?
Before client information can be populated into your new digital solution, it must be downloaded from the insurer. This can take a few days with new policies.
3. Website
Over 80% of customers start their insurance research online and existing customers will visit your website to find your contact information or resources. Promoting your 24-hour digital client service on your website is the key to success.
There are three steps to successfully promoting your portal and app on your website:
Promotion Webpage Page
Add links to navigation and footer
“Advertise” your 24-hour client service across your website
Create a webpage that highlights the features and benefits of your web portal and app to your clients. Not only will this help inform current clients, it can help you attract new business that likes the idea of accessing their insurance in a digital environment.
Keep it simple and clear. Bullet point lists are great. Make sure you link to your login page so that the customer can register themselves. You should also instruct your clients on how to download the app, as well as provide direct links to your app in both Apple and Android stores.
Check an example on our truWeb demo page
Add a link to your web portal login page to your navigation header and footer. This will help current customers easily find the page to access the web portal. You should also add a link to your promotional webpage for new and existing customers to learn how this technology benefits them.
Be sure to promote your web portal and app across your website via links, buttons and graphic calls-to-actions. You can add these to relevant pages.
Trufla offer all of the above services. Please contact us for more information.
4. Social Promotion
Social media platforms are important tools in promoting your value to clients and educating on your new digital solutions. In addition to announcing your new web portal and app, you should periodically remind your followers that you have this 24-hour service. Try to be relevant with your messaging.
For example, you could promote the portal and app for use in these scenarios:
Long weekend
Christmas and summer holiday seasons
Vacations
Postal strikes or interruptions
Natural disasters
This will remind clients they have access to these convenient digital services. Make sure to educate them on the features and benefits. Here’s an example of a social post promoting the app and portal on a long weekend:
“We’re closed for Canada Day, but that doesn’t mean you can’t access your insurance. Download our my “Broker” app or long into my “Broker” web portal for instant access to your pink cards, payment schedule, and so much more!”
Don’t forget to include a link to your login or promotion page on your website.
For examples
5. Email Promotion
Email is a fantastic way to let your current customers know that you have something new and valuable to offer.
Announce your new web portal and app through email by explaining the features and value to your customers, as well as provide a link to the web portal (you can also provide a link to your app in the Play and Apple stores).
While you may want to promote your digital solution via email again, make sure the timing is relevant and that you only send to clients who have not yet signed up.
For example, if there’s a postal strike, it would be a great idea to let customers know they can still view their policy documents or print a pink card themselves via the web portal or app.
Ask your Trufla Account Manager about our marketing videos and email templates.
Check the email templates
6. For Your Brokers
Success starts with your brokers. They have a strong relationship with your clients and are communicating with them every day. They need to be comfortable with discussing your new digital solution and incentivized to promote it. This can be done with proper training, understanding what value the app brings to them in their role as broker, and through sign up rewards.
Your staff must first understand the value these digital solutions present and why the brokerage has adopted them. They need to understand the benefit to customers and to themselves.
Next, your staff needs to be trained on how to use the Broker Admin Portal and what the customer-facing web portal and app look like. This will allow them to easily and confidently sign users up and help answer questions from clients.
Here are some Live call Scripts that can be helpful
Finally, offering incentives for brokers to sign clients up on their service calls is essential to your success with customer adoption. Here are a few ways you can do this:
Prizes for highest number of sign ups
Each sign up gets an entry to a giveaway/reward
A prize for a certain number of sign ups (i.e. 50 sign ups gets you a gift card)
You can easily track sign ups in the Reports area of the Broker Admin Portal:
Navigate to “Reports” in the left-hand side menu
Click “Users”
You will see the create date, last login date and time, along with other relevant information
Use the “Registered By” column to track how many customers each broker adds.
Export this data by clicking “Export Data” - you can choose to export all data, selected rows, or filtered data if you’ve done any filtering
Note: You can edit the columns you view by clicking the “Columns Chooser” icon in the top right hand corner of the table. Click and drag any columns you don’t want from the table to the pop up box. Click and drag any columns you want to view in the table from the pop up box to the table.