Until recent times, insurance was a product-focused industry. However, as customers are becoming more digital-savvy and demanding customer-centric experiences, the sector is also looking for ways to become more customer-friendly. Overall, the insurance sector is trying to catch up with the eCommerce and financial services sector when it comes to providing a consistent experience to customers. Fortunately, help is right at hand. Customer Relationship Management (or CRM) for insurance companies puts customers at the heart of all operations.
Insurance CRM solutions have become more mainstream ever since insurers have discovered their value proposition in the form of enhanced customer service, improved sales and marketing efforts, cost savings, and overall business success. At the same time, they fetch additional tangible benefits such as regulatory compliance, consistent experiences, and brand value enhancement.
As a result, insurers are often on the lookout for the latest CRM software for insurance companies. To help you on this quest, we have a detailed step-by-step guide for choosing the right CRM software for insurance companies.
Steps for Choosing the Right CRM: A Step-by-Step Guide
As highlighted above, insurance CRM software offers a number of promising benefits. However, you need an advanced CRM to unlock new value. Here is a roadmap for achieving such results:
Step 1: Understand the Sales Process
Before selecting a CRM, it is essential to have a deep understanding of your sales process and customer journey. Take the time to chart each stage of the sales process, from lead generation to conversion and beyond. Consult your sales team to identify the key touchpoints and interactions with customers at every stage. Additionally, gain insights into the customer journey by analyzing their behaviors, needs, and pain points from initial contact to post-purchase support.
Such a comprehensive understanding of insurance processes can help identify areas that require improvement or automation through CRM integration. This knowledge allows you to align the features and functionalities of the CRM with your specific requirements, ensuring that it will effectively support and enhance your sales efforts while delivering an exceptional customer experience.
Step 2: Obtain Buy-In from Stakeholders
To secure buy-in for investing in a CRM, it is crucial to build a compelling case that resonates with key stakeholders. Engaging the marketing, sales, and customer support teams in the CRM selection process is an effective approach to garnering enthusiastic support and alleviating any concerns regarding the change. Start by actively listening to each team’s experiences and challenges when it comes to customer interactions. By understanding their pain points, you can identify how a CRM can intervene and provide fruitful solutions.
Furthermore, educate the stakeholders on the benefits and potential impact of a CRM system emphasizing how it can streamline processes, improve customer relationships, and drive revenue growth. Present concrete examples, case studies, and metrics to demonstrate the potential return on investment. By involving and empowering the teams throughout the process, you can foster a sense of ownership and enthusiasm, making them strong advocates for CRM implementation.
Unleash the Full Potential of Your CRM
Step 3: Review the Compatibility and Integration Needs
When considering CRM software for insurance companies, it is crucial to conduct a thorough audit of your existing tech stack. An insurance CRM does not operate in isolation but rather integrates with various tools and systems within your organization. Begin by compiling a comprehensive list of the tools and platforms that will interact with the CRM, such as policy management systems, claims processing software, underwriting systems, document management solutions, accounting systems, and communication platforms.
Engage with stakeholders, including insurance agents, customer service representatives, underwriters, and IT professionals, to understand their specific software needs and ensure that no critical software is overlooked. By recognizing these integration requirements upfront, you can streamline the selection process by focusing on insurance CRM solutions that are compatible and capable of integrating with your existing tech stack. Eliminate any CRM options that lack the necessary integrations to ensure seamless data flow and efficient operations across your insurance processes.
Step 4: List Down the Key Features
At this stage, you will have a broad idea of what you want (and don’t want) from your insurance CRM solutions. Now is when you commit your ideas to paper and populate a list of the features for the CRM solution for insurance companies.
Your list may include:
Customer Database Management
To centralize historical and current policy and customer data
Lead and Opportunity Tracking
To monitor leads and assess the health of the sales pipeline
To create, store, manage, and edit policy-related details
To document and track claims throughout their lifecycle
Communication and Collaboration
To facilitate communications and collaborative action
Analytics and Reporting
To quantify, measure, track, and benchmark performance
To connect the CRM software for insurance brokers with other tools
To ensure compliance with regulations and industry standards
To make customer and business data accessible, even on the go
To set up automated tasks and workflows for efficiency
Once your list of must-have features for insurance CRM is ready, you will also have to prioritize the various features as some may be dispensable if budget is a constraint.
Step 5: Evaluate Insurance CRM Vendors
Now that you’ve holistically documented your requirements and listed the features and functionalities, you can proceed with searching the markets for a reliable vendor. Consider tapping into your professional networks to capture authentic feedback or resort to third-party review websites to get an idea of the customer experience. Once you are left with a select few vendors, sign up for product demos or trials to experience the insurance CRM solutions first-hand.
Only after you have thoroughly vetted the vendors should you commit to any one of the options available.
Of course, the features that you seek within your best CRM software for insurance agents will vary as per your specific process and its requirements. However, the above features form the foundational pillars of good insurance software that can perform a wide range of tasks and functions. A unified system set up by insurance CRM software will allow you to one-up the competition and gain a customer-friendly edge!
Case in Focus
An established multinational, multi-line insurer faced problems with its legacy database comprising disparate data sources and manual processes. This led to poor sales performance, procedural delays, loss of productivity, and system opacity. We helped carry out a complete overhaul of the underlying technology using a robust insurance CRM solution that infused processes with high-fidelity data and powerful automation. Such transformation introduced a bout of improvements and enhancements that you can read about in this case study.