Editor's note: Aaron Weiss, Director of Marketing, LaserJet and Enterprise Solutions, HP.

The customer experience could be called the next major battleground in business.

While improving customer interactions could have an outsized positive effect with respect to customer retention, a failure to do could lead to a large number dissatisfied customers talking about their negative experiences.

Such trends appear to have been largely ignored: more than half of salespeople find themselves unprepared for client meetings, according a recent IDG Knowledge Hub survey of over 200 tech buyers, an alarming indicator that client relations are not always a top priority in complex sales.

Insurance agents are particularly affected by their customers' opinions because insurance can be an emotional purchase. Customers tend to expect follow up and a working relationship, yet many insurance agents fail to deploy those simple experience-enhancing tactics. In fact, a study from Insure.com found that insurance customers often complain that they haven't heard from their agent since purchasing their policy.

Organizations and individuals can gain a major competitive advantage by treating their customers well, and in the highly-personalized world of insurance, arming agents with the proper technology is the first step to providing top-flight customer service. Click “next” to read the top three ways that insurance agents should utilize technology to increase client satisfaction.

Transfer Traditional Files to the Cloud

Today's customers have high expectations, meaning that basic levels of customer service aren't appreciated; they're expected. The first step to improving the customers' experience is to look inward. An organization should start by upgrading its document-management system from file cabinets to the cloud to make it more nimble and flexible.

When an agent has the ability to access the organization's entire database of customer information from any device with an Internet connection, he/she is better equipped to meet with customers on their terms without scrambling to locate the correct forms or documents. With the entirety of an organizations customer data at their fingertips, insurance professionals will no longer need to fear grabbing the wrong file or sharing outdated customer information.

Beyond providing quick and secure access to customer data, shifting files to the cloud can save an agency or branch location space and money while adding an additional layer of encryption, backup and security to customer data, not to mention the advantages of finding files more quickly with features like full text search. Storing paper files in traditional filing cabinets can be shockingly expensive: the average annual cost of storing those files in a five-drawer filing cabinet is more than $2,000. Many offices would benefit from removing file cabinets altogether and using the money they save to improve their space and create a more welcoming environment for customers.

The process for transferring an office's paper files to the cloud has never been easier thanks to the wide availability of high-quality scanners and multifunction printers (MFPs). An insurance organization should look to upgrade its imaging equipment to scan and organize its documents simultaneously while optical character recognition (OCR) software indexes text from the files to be searched in the future. Integrating the right imaging devices and software solutions can convert an office's filing cabinets into a much cheaper and more efficient database of information.

Invest in Mobile Technology

After modernizing filing systems, insurance organizations should consider updating the way they interface with customers by improving the technology used during meetings. Now that the organization's files are accessible through the cloud, individual agents can ditch overstuffed briefcases for a tablet or notebook PC. Because much of a broker's time can be spent out of the office meeting with clients, a mobile device is another worthwhile investment that can also serve as a lifeline to customer data.

Cloud-based filing systems, which can be easily accessed through a smartphone or tablet app, give agents the ability to quickly reference customer information in the event of an unscheduled meeting. With good document-management software, insurance professionals won't have to worry about duplicating documents or finding the most up to date file—their addendums will always display the most current version, along with any information added by other team members.

In addition to adopting mobile tactics like tablets and the cloud, to keep up with the growing mobile trend, it's important for businesses to consider adopting a mobile printing strategy that makes it convenient for employees to print needed content like contracts, information sheets or professional-quality brochures when necessary.

In fact, according to a recent report from InfoTrends, nearly 50 percent of businesses in the U.S. already are planning to add printing capabilities for mobile workers. Not only does a mobile device allow insurance professionals to update customer information in real time, but with the introduction of mobile printing devices and software, they can now print directly from a tablet or smartphone while on the go. In addition, with new touch-to-print near field communication (NFC) capabilities, anyone in the office can print quickly and easily, increasing productivity and efficiency.

Use Software to Communicate More Effectively

Skills like learning to manage time and expectations can help to an extent, but a dedicated agent should look for other tools to go above and beyond for their customers. Written communication with customers has become more important than ever, but the days of “To Whom It May Concern” letters are over.

Invest in a software solution that will personalize each mass email or letter that is sent. Solutions exist that do much more than insert a customer's name into their monthly statements—some even allow users to pull specific data from each customer's history and incorporate it into personal communications. Customer information can also be embedded in electronic communications, making emails more informative and engaging. Imagine how much customer relationships would improve if more newsletters, emails and statements were read.

All of these technological solutions should ultimately serve one purpose: freeing agents up to better engage with customers. Every customer wants an insurance provider that identifies with them and has their best interests at heart. It's no great secret that in the insurance industry, a great customer relationships leads to a great customer experience. Trust and mutual respect will go farther than any extraneous benefits an insurance agent might provide, and intelligent investments in useful technology can help insurance organizations reach that point.

Special Reports /

Three Ways Upgrading Technology Can Improve the Agent/Client Relationship

Related Stories

Recommended For You