By RCCAQ
The client experience: it's much more than a trendy idea! It's actually the key to your company's success. This means that clients choose to do business with a company and they're willing to spread the good word about it!
In addition to being more demanding, consumers expect that the companies they do business with will bring them value. They come in contact with numerous companies on a daily basis and their client service experiences are increasingly positive! The pressure on firms to enhance the client experience doesn't just come from the industry; it also comes from the sum total of consumer experiences that their clients have.
That's why the client experience will be the cornerstone theme of the RCCAQ's upcoming convention. A number of seminars will be dealing with this topic. Since the issue is crucial to the brokerage industry's future, a training activity will also be offered to the participants.
An approach based on differentiation points
Gradient Solutions' approach is based on the concept of "Points of Differentiation". This involves determining how a firm can set itself apart from its competitors by identifying particular ways in which it does things differently and brings its clients increased value. This may involve on the firm's operations, business strategy or communication techniques. In other words, points of differentiation are used to create real value around products and services. If there are no differentiating points, the only difference for the client is price. This approach allows you to maximize your opportunities with each client to truly see the value in dealing with a Broker.
But this approach is not limited to the firm's own activities, notes Sean Mulcair. "You have to see differentiating points from a very broad perspective. Differentiating points exist in other areas, not just in the firm's activities. The products offered to clients, as well as insurers' business practices, are also way to differentiate. The broker's role is to use these three vectors (firm + insurer + product) to create a multiplier effect aimed at bringing service standards to the next level."
Killing two birds with one stone: learn about differentiation points and earn 2 PDUs!
In this regard, the training activity will be run by Sean H. Mulcair, co-founder of Gradient Solutions, and Stéphane Cantin, a process reengineering and implementation specialist (participants will be eligible for 2 PDUs in the area of professional development). During the session, a very concrete approach will be presented to the participants, which will enable them to take action right after the training. "Even though our model is based on assisting firms seeking to give their business a boost, we're always happy to share as much information as possible with firms. There's so much to be done in so many places that we want to promote the basic idea of our approach to as many brokers as we can in order to inspire them to improve their client experience," says Mr. Mulcair.
Mr. Mulcair also believes that it is possible for brokerage firms to set themselves apart, even though insurance products are basically intangible. Instead, he notes, the potential associated with building a unique experience is enormous because you can think outside the box and invent a whole host of ways to make things simpler and more pleasant for your clients.
For those who wish to go further...
Participants will leave the training activity with a basic "recipe" for fuelling reflections on their own differentiation points. Those who wish to go further with the process may contact the Gradient Solutions team to provide assistance with the SCORE program. Upon completion of this two-day program, participants will have all the tools they need to roll out practices that are most relevant to the realities they face.
"Our clients see a jump in referrals, an improvement in their close rate and increased client retention," concludes Mr. Mulcair.
Gradient Solutions is an insurance industry strategist firm, concentrating on process optimization, management coaching and strategic thinking. The firm has operations across Canada and has worked closely with the RCCAQ for over nine years.
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