There has been much discussion surfacing these days that digital insurance brokers are finding it extremely difficult to get traction. The quick and easy assumption is digital doesn’t work in a business that is built on relationships. Is it just time to reframe the definition of a digital brokerage?

In the past, much emphasis has been placed on using digital capabilities to acquire new customers, with much less weight placed on retention metrics. But in a world where people want to connect in the ways that make the most sense to them, why would we stop treating them the way they want to be treated once the sale is complete?

A digital first brokerage should be able to bring its core values through just as easily in a digital experience as terrestrial. How can this be accomplished? It’s a simple formula —

CX + EX = HX  

Be intentional about the customer experience you want to deliver. By developing strategies and mapping experiences to envision how you want your brand to “show up”, you can create a digital experience that emulates the value your brokerage brings to clients each and every day. Let your customers “surf” from one channel to another seamlessly, well supported by your technology, your people and your processes every step of the way.

Developing a culture that empowers your team to make the right decisions and giving them the tools to succeed will build an employee experience and company culture that will permeate all aspects of your service delivery. Are you investing in technology that can help your team provide an elevated customer experience?

It’s tempting to look at new platforms and programs as shiny new toys that can help your brokerage grow. And most certainly, there are some great vendors and partners out there that can help you elevate your digital capabilities.  But perhaps the best next step you can do for your brokerage, your employees and your customers is take a step back, spend some time on strategy, know how you want to present your brand to your customers from acquisition through to multi year relationships. Once you have a well defined digital strategy, the next steps in finding the right partners will fall into place.

#elevatethediscussion #strategy #innovation #transformation

‍