A Guide to Promoting Your Web Portal & App - truMobile
- Sandra George (Unlicensed)
- Deb McGarry (Unlicensed)
- Dave Duncan
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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.
Clients can easily and conveniently review their policy info, request changes, submit a claim and more – wherever they are, whenever they want.
Your brokerage will reduce service calls, which will allow your brokers to focus on complex client care and selling more business. You reduce your staffing needs and increase productivity on tasks that make your brokerage money.
You’ll also increase customer satisfaction. Clients can achieve their goals without navigating phone trees, waiting on hold, or needing to call during business hours. The more clients who use this self-service, the more everyone will benefit.
This guide will give you a clear path to success in 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
The below checklist was developed from the successful methods we’ve used to promote the app and web portal. While the list is ordered from most impactful to least impactful, all of these methods will help you expand customer adoption and get the most out of this technology.
Promote your service calls.
New business process: Implement adding clients as part of your onboarding or new business process.
Website: Promote on your website in more than one location with links and calls-to-actions (CTAs).
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
Promoting on your calls 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 for customer adoption. Our analytics show that educating and signing up a client during a call will result in more app and portal visits for subsequent insurance requests.
Especially relevant for those clients calling about a copy of their pink card or a copy of a dec page. 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 the customer has an existing account, remind them they have access and the benefits.
If the customer doesn’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 - truMobile
“I’m 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 will still contact you to confirm changes, but you can get everything started in your account.
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 you an email with your login information so you can access your account whenever it’s convenient.”
In our experience, clients rarely say no to have online access to their policy documents. They’re used to having their information, such as banking, health/benefit plans, service providers and more services 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, even though 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 many reasons, including waiting to reach a broker or if 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 a person’s attention. Let them know how this technology can help them register.
Below is an example of a script on hold recordings.
“Do you want to know when your next payment is? Or do you need a pink card in a pinch? With the My Broker app and online portal, you can instantly access your insurance policy, pink cards, and payments. You can also submit a claim from the scene of an accident. The app can even help you find the nearest gas station, mechanic, or tow truck service! All of these services can be conveniently accessed whenever you need them on your smartphone, 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. 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 3 steps to promote your portal and app on your website successfully:
Promotion of webpage page.
Add links to the 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, but it can also help you attract new business that likes the idea of accessing their insurance in a digital environment.
Please keep it simple and clear. Bullet points 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 and provide direct links to your app in both the Apple and Android stores.
Check out an example on our truWeb demo page.
Add a link to your web portal login page to your navigation’s header and footer. These links 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 about the technology’s benefits.
Be sure to promote your web portal and app across your website via links, buttons and a call-to-action and add them to relevant pages.
Trufla offers all of the above services. Please contact us for more information.
4. Social Promotion
Social media platforms are important tools to promote your app’s value to clients and educate them on your new digital solutions. In addition to announcing your new web portal and app, you should periodically remind your followers that you have a 24-hour service. Try to be relevant to your customers with your messaging.
For example, you can promote the use of the portal and app in these scenarios:
Long weekend
Christmas and summer holiday seasons
Vacations
Postal strikes or interruptions
Natural disasters
These scenarios will remind clients they have access to these convenient digital services. Make sure to educate your clients 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 login to 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 promotional page on your website.
For examples, please see the templates below.
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. Also, provide a link to the web portal or a link to your app in the Play and Apple stores.
While you may want to promote your digital solution via email more than once, make sure the timing is relevant and that you only send it 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 below.
6. For Your Brokers
Success starts with your brokers. Brokers have a strong relationship with your clients and are communicating with them every day. So, brokers need to be comfortable 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 a broker and sign-up rewards.
Your staff must understand the value these digital solutions present and why the brokerage has adopted them. They need to understand the benefit to customers and to them as brokers.
Next, your staff needs to be trained on using 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 to brokers to sign-up clients on their service calls is essential to your customer adoption success. Here are a few ways to introduce incentives:
Offer prizes for the highest number of sign-ups.
Each sign-up gets an entry to a giveaway or 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” on 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 on the table's top right-hand corner. Click and drag any columns you don’t want from the table to the pop-up box. Click and drag any columns you wish to view in the table from the pop-up box to the table.