Onboarding Communication for New Clients
Communication is a major factor for many clients and prospects when it comes to choosing a new insurance agency. This mainly stems from the fact they’re looking for a partner, someone they can trust and know will be there for them even when the worst hits.
A great way to instill more communication into your client-agent relationships is to start everything off on the right foot with a comprehensive onboarding process. Onboarding is a crucial step in building trust with your clients and increasing client retention.
Remember, it’s far easier and cheaper to keep a client than to bring on a new one.
But what is onboarding?
Onboarding is the process of bringing a new client onto your agency and sharing necessary information they need.
It’s the time they have to get to know you better and understand how you will serve their needs for the short-term and the long-term. Through this process, you can develop deeper relationships with these clients that can definitely prove to be mutually beneficial down the road (think referrals, cross-selling, retention, etc.)
By using automation, you can streamline these efforts and make the whole process more efficient and more effective for all parties involved.
Automation for Onboarding New Clients
If you’re unsure of what workflow automation is, check out this blog for a more in-depth discussion. The fast and short version is it’s an automated assistant that performs a series of activities like assigning tasks or sending emails based on predetermined scenarios.
If you’re still a bit confused, stay with me. We’ll delve into this much more in a bit.
Combining your workflow automation efforts with your new onboarding process can help streamline both to function at peak production and make it successful. It can keep both of you and your new client up-to-date on happenings and changes so you both feel in-the-know.
The benefit of this combination is that you’re providing your new client with honest, transparent communication. This can help them feel more comfortable with you. Plus, it may save you both time since the new client won’t feel the need to call in for a status update.
So, how does Automated Workflow work?
For these examples, we’re going to look at the workflow capabilities within AgencyBloc. We call this feature Automated Workflow.
Automated Workflow works based on triggers you set up. Here’s an example of what this would look like:
- You convert a prospect to a client
- You mark that individual as a client in AgencyBloc
- That triggers a task assignment to the agent to call the new client and welcome them
- Simultaneously, a second trigger sends an email to the new client welcoming them and providing them with the agent’s contact information
Having this automation already in place gives you a heads up that you have a new client and can act on the information in a more timely manner. You can utilize automation for a whole host of stuff, but today we’re going to focus in on applying it to your onboarding process.
Specifically for onboarding, we’re going to discuss policy-based workflows that trigger when information about the policy changes. More specifically, when the policy app is submitted, when the policy has upgraded to pending, and when the policy has become active.
It’s also important to note that once these workflows are set up, they’ll run independently whenever their criteria is met. This means you set it up once and your onboarding process can run without you having to ever think about it. Plus, it comes in handy to have it all documented and laid out in case you have an E&O dispute arise and you need to defend yourself.
Let’s dive in.
Policy App is Submitted
You want to keep the communication channels open and effective throughout the whole process of bringing on a new client. The first step is to let them know you’ve submitted their policy. The benefit of this workflow is that it can alert both the client and the agent (if they’re not the one submitting policies) and keep everyone on the same page.
How this workflow could look:
- A staff member enters the app submit date into AgencyBloc for that specific policy
- That triggers an email to the agent alerting them to the submitted policy
- Simultaneously, the agent is assigned a task to call and follow-up with the client
- Also simultaneously, an email is sent to the client alerting them that their policy has been submitted
This all happens instantaneously without you having to do any of the hard lifting or remembering. For the email, it doesn’t have to be anything fancy, but it could say something like:
Hi [Client Name],
I wanted to let you know that your policy was submitted for review today. Keep an eye out for more emails to update you when the policy has changed to pending and active. If you have any questions in the meantime, please respond to this email or call me at 555-330-9403.
The information in the brackets [ ] is smart information. It means it can be imputed based on the recipient of that email. So the name of the agent that assigned to that individual in AgencyBloc will be inputted. Same with inputting the individual’s first name. It’ll read the trigger and work off that information accordingly.
Policy App is Pending
Once the policy has been upgraded from submitted to pending, you’ll want to let your client know. However, remembering to call or email when you’re already swamped with other work may be a bit much. Instead, set up a workflow.
How this workflow could look:
- The carrier updates the status from submitted to pending
- A staff member updates the policy’s status in AgencyBloc to pending
- That triggers an email to the agent alerting them that the policy is now pending
- Simultaneously, the agent is assigned a task to call and follow-up with the client. This is a great opportunity to discuss what pending means and what the next steps are.
- Also simultaneously, an email is sent to the client alerting them that their policy is now pending
Again, this email doesn’t have to be very fancy. It just needs to inform the client of the status change on their policy. Here’s what your email could say:
Hi [Client Name],
Your policy has been changed to pending! If you have any questions, please respond to this email or call me at 555-330-9403.
Policy App is Active
Now is the real important notification—the policy is now active! This is arguably the most important workflow to have set up for the new client and their policy.
Like the others, it’ll follow a similar pattern for workflow and notifications. However, it’s important to remember that you can set them up any way you like. You can have it send three notifications (an email to you, a task to you, and an email to the client), it can send a combination, or just one. It’s completely up to you and your business model.
How this workflow could look:
- The carrier updates the status from pending to active
- A staff member updates the policy’s status in AgencyBloc to active
- This triggers a task assignment for the agent to call and follow-up with the client. You can also include a follow-up email with more policy-specific details for that particular client. Remember, the emails a workflow triggers are like mass emails. You can’t include too much policy-specific or client-specific information because you’d have to change the workflow for each specific client.
- Simultaneously, an email is sent to the client alerting them that their policy is now active and that you’ll be sending along a more detailed email shortly.
This gives them the comfort in knowing everything followed protocol as it should’ve and everything is on track. For the email, here’s something you could say:
Hi [Client Name],
Congratulations! Your policy is now active. Look for my email soon with more details and specific information. Thank you again for being a valued client. If you have any questions, please respond to this email or call me at 555-330-9403.
Like I alluded to earlier, the secondary email is where you can get into the nuts and bolts of that specific policy and that specific client’s needs. In this email, you can include links and attachments that would be useful for them.
Implementing a Client Onboarding Process
The hardest part of this whole process is getting it set up.
Once you set it up and get all the workflows worked out for your business model, it’ll run independently. Within the system, you can choose your scenarios and triggers so it understands when you want something to send and how you want it to be received.
Really, it’s like having an assistant working for you around the clock that helps you stay on top of your business. It helps you reduce the use of sticky notes, paper notes, cell phone/computer notes, and trying your best to remember every little detail. Instead, you can sit back, relax, and focus on other revenue-driven parts of your business while knowing your clients are being taken care of through it all.
To learn more about how workflows work or how it can benefit your agency, check out our free, on-demand webinar: Set It & Forget It: The Magic of Automation. It’ll delve into the nitty-gritty and variety of workflows you can set up using AgencyBloc’s system.
Learn the 7 Step New Client Onboarding Process
Handle your new clients with care by following these seven steps that'll help you onboard your new client and start your new partnership off on the right foot.