Whether it's for marketing purposes, customer service or internal communications, live video streaming should be on every agent's list of technologies to implement.
Video content is becoming ubiquitous online, on agency websites and in apps. Live streaming of video takes that to whole new level, making it a two-way interaction. By doing so, you open up new ways to use the technology.
For most of you, I would venture to guess you are thinking, "Why on earth would I add another technology. I don't have time to keep up with my blog and Facebook posts as it is?"
Personal connection
The reality is that with today's social media platforms, consumers expect immediate response, relevant content and a sense of personal connection, despite what we all thought when social media first came on the scene. You post a message to Facebook and within moments your friends weigh in on the point, liking it, commenting, asking questions or uploading a relevant photo. Same thing with Twitter. You tweet something and you get new followers, replies and other interaction.
For insurance agents, the default use for this tool is likely communicating with clients, educating them or sharing live some community activity the agency is participating in. These platforms generally allow you to save the stream, creating a library of videos that focus on conducting a home inventory or regular programming on filing a claim or handling an auto accident, or maybe a series of community programs that demonstrates your social responsibility.
But what about using them for more targeted client support? Some insurers are already leveraging the immediacy of real-time video streaming to deliver faster turnaround to clients on claims adjusting, and it's saving them a lot on the expense side, too.
These days, consumers expect quotes in 15 minutes or less. We've trained them to that mindset, so it shouldn't come as a surprise to anyone that they've come to expect the same expediency from claims handling.
Cut costs?
So, how does live video streaming help to cut down on costs and speed up the process? Well, first you need to understand that responsiveness is the No. 1 criteria for consumers when selecting an insurer. We've trained them to want it and therefore they're demanding it.
If we can engage clients in participating in the process for, as an example, filing a First Notice of Loss for minor accidents, then they're happy because they are helping to drive the process (no pun intended). Imagine having a mobile app in your client's hands when they just got into a fender bender and a part of the app is the ability to live stream video of the car, the accident scene and even the other party with the agent or carrier representative watching everything. You can make sure they get all the information you need to process the claim quickly and accurately.
What about video collaboration teams between senior and junior adjusters? With live streaming video, they can work as a team. The person in the field learns as the experienced adjuster directs them to record certain areas. All of a sudden you have a training program that becomes a "learn as you go."
I wouldn't rush into this, but I do believe, whether you want to or not, you will find the industry moving their faster than you think.
Rick Gilman, APR, CMP, is president of APPsolute Marketing, a communications and public relations consulting business specializing in mobile marketing and APP development for small business. Contact him at Rick@APPsoluteMarketing.com. Opinions expressed in this article are the author's own.
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