With nearly all major industries turning increasingly customer-centric, Customer Relationship Management (CRM) systems have become indispensable tools. If anything, they are the foundational first toward building a customer-first ecosystem. As such, insurers looking to tap into the power of customer-focused benefits should turn to insurance CRM platforms to make the switch. Doing so will position them favorably to overcome saturating markets, differentiate brands, streamline operations, increase procedural efficiency, maintain profitability, and enhance customer experience.
That said, the process of selecting an insurance CRM software is usually not easy, especially given the host of options available in the market. Once you’ve made this choice, the implementation of the insurance CRM solution becomes more complex as it triggers a pan-organizational change. Ensuring a smooth transition to an Insurance Customer Relationship Management (CRM) system post-implementation is critical for maximizing its benefits and minimizing disruptions. So, here’s a comprehensive guide that can buffer the shockwaves of the change and maximize benefits.
6 Steps for Ensuring a Smooth Transition to Insurance CRM
Here is a detailed, step-by-step guide on how businesses can transition to insurance CRM solutions:
1. Reinforce the Value Proposition
The introduction of any new technology is bound to create a sense of fear and paranoia among the employees due to the change. As such, the first step is to dispel any kind of fear-mongering and obtain buy-in from the stakeholders. The scales would already tip in your favor if you would have involved the key stakeholders during the requirement gathering and insurance CRM selection stages as you would have already made a strong and compelling case advocating for the introduction of a CRM solution. If not, now would be a great time to conduct a sentiment analysis to gauge what stakeholders feel about this new change. Address concerns, highlight the value proposition, and demonstrate how the CRM can ease operations to assuage all worries related to the shift in workflows.
2. Customize CRM Training Programs
Capturing employee sentiments will also shed light on the anticipated challenges and roadblocks in the way of successful insurance CRM implementation. These problems will bear a close link with how employees discharge their duties and how they use the insurance CRM platform. For instance, the sales and marketing teams would use the insurance CRM in a manner different from how the claims settlement team would. Similarly, the risk evaluation team would view the data through a different lens than how customer support teams would. As such, you must tailor the training program to the specific requirements of the various user groups. Such role-based training will equip employees with the necessary skills and competencies to make the most out of the insurance CRM software.
3. Select the Right Training Delivery Methods
Organizations often face resistance from employees while planning out training and skill enhancement programs. It is viewed as a detriment or a mere obligation, which nullifies its value proposition. However, diversifying the training delivery method is one way to infuse this dull activity with engagement and enthusiasm. Insurance companies should aim at blending different training materials and delivery channels to increase participation. Such a mix also caters to the different learning styles and preferences of the employees. Consider combining in-person workshops, self-paced training modules, online webinars, video tutorials, and scannable how-to guides, and making it all accessible to the stakeholders. You will achieve the balance between interactivity and flexibility that empowers and engages employees and ensures successful CRM implementation.
4. Identify Super Users, Champions, and Mentors
During the training program, you may identify certain users who are quick to adopt the insurance CRM software. Some would even go above and beyond and make innovative use of the tool to achieve business objectives. Make an example of such users and designate them as the champions of the insurance CRM solution. Their infectious enthusiasm will inspire others to embrace the change. Plus, rewarding their ability to take initiative would pay off greatly. You can even run mentorship or buddy programs by pairing exceptional participants with those showing untapped potential to maximize action and adoption. Peer-to-peer training and guidance can also leave a positive impact on the transition.
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5. Offer Ongoing Training and Support
Insurance CRM training is not a one-off set-it-and-forget-it activity. It is an ongoing process where you will have to train and retrain your employees to ensure the maximum stickiness of the insurance CRM platform. In this aspect, granting perpetual access to training material can be crucial for users as they can always fall back on it if they ever face any issues. Such training material should include an evergreen knowledge base of tutorials and guides for using the CRM. At the same time, insurance companies should schedule periodic training sessions and refresher courses to impress the usability of the insurance CRM platform even if its scope or user base changes over time. Such programs should also cover any latest features and updates in the insurance CRM that can further enhance its applicability.
6. Define and Track User Adoption Metrics
Insurance businesses will have to define user adoption metrics to assess the transition to the CRM-embedded insurance workflow. Such metrics could take the form of user login frequency, data entry completion rates, time spent on the CRM solution, features unlocked or used, usage of advanced functionalities, and more. You can even quantify these parameters and analyze historic usage to benchmark ideal values. By analyzing KPI-based usage patterns, you can identify user groups that have embraced the insurance CRM software and differentiate them from those failing to reach their full potential. The former can be rewarded for achieving results while the latter can be subject to further training to improve adoption rates.
To sum up, adopting a CRM system in the insurance industry is a strategic move that will revolutionize workflows, interactions, and operations to drive growth. However, the implementation process for insurance CRM requires thorough planning and foresight to meet the absolute goal of long-term adoption. We have discussed six strategies that can add momentum to the training and adoption plans and allow insurance companies to benefit from them.
Case in Focus
A multinational, multi-line insurance company faced problems due to disconnected legacy systems to support customers. It also poorly affected the customer experience. Our next-gen insurance CRM platform unified all operations. Such a solution paired with ongoing training and adoption measures allowed the company to save $2 million, while also increasing revenue. A case study of this success story is available on our website.