Insurance agents can be unsure about how often to contact their insured clients during a policy period. Some agents may wait until renewal time to reach out, while others may contact their clients frequently. The best approach depends on the agency's overall strategy and culture. Here are some suggestions to consider.
Milestones
If you have adopted software like a CRM, sending automated communications for your agency is efficient and easy to track. Consider these communication points that could be set up outside of events like claims or client requests:
- A week to two weeks after the policy term begins;
- In the middle of the policy term;
- 90 days before renewal letting them know what the renewal process consists of.
What should those communications look like?
Initial outreach
- Do you have the information you need on your policy(ies)?
- Do you have feedback on your experience for us?
- If so, and if it is positive, request a Google Review!
- If so, and if negative, address any issues
- If not, move to the next outreach
- Do you have questions now that you’ve had more time for review?
Mid-term outreach
- Are there any changes to your needs or risks?
- Did you know we have… (e.g., share risk management tools, carrier info, other lines of business, etc.)
- Articles, data, or blogs with information on trends that impact their risk(s)
The ReFocus Team
Renewal outreach
- Are there any changes to your needs or risks?
- Do you have new or different goals for your renewal (i.e., coverage, price, etc.)
Newsletter
- Some agencies also send mass client communications, such as newsletters. If you do so, also consider tailoring that content to personal, commercial, benefits, and/or possibly even niche or industry-specific clients.
Social Media
- Agents want to educate their clients on social media, but it is also a “social” tool for building relationships. In addition to coverage content, consider:
- Team information and staff highlights
- Personal Recognition
- Community involvement
Concerns
Some agencies fear too much outreach creates churn or “reminds” clients to shop their coverage. However, that seems to rarely be the case for agencies that are able to segment their clients with an unmet need from those that will happily continue as is. What matters most is ensuring that renewal campaigns do not have a ‘one-size-fits-all’ strategy.
Be proactive in making sure your clients are happy. If they aren’t, address those needs as best you can. If they can’t be addressed with your agency, be transparent. Let them know what you can do and offer to refer them if your solution isn’t going to resolve their concerns.
Retention
Outreach is a critical part of retention. The phrase, “I never hear from my agent,” isn’t one you want to hear. Your communications plan should be a key piece of your retention strategy.
If you have clients that are at a higher risk for churn, how can you alter your approach? Personal outreach to subsidize the automated campaigns is extremely important. Listen to their needs and concerns and help them understand that you are working for them.
And if you need help identifying higher-risk renewals, we’d love to discuss how ReFocus AI can help!
