By Gladys Caron

The one thousand or so people who attended the RCCAQ's 2016 convention received some fast-track training on the client experience. A roster of speakers, panellists and trainers offered a wide array of advice, tying in with the findings of a survey conducted by Ad Hoc Research about consumers' perceptions of brokers. This survey showed that while some aspects of brokers' performance are positive, other areas need improvement.

After two intensive days, it's difficult not to be convinced that the client experience should be at the heart of your firm's strategy in the coming years… and firms that aren't that interested are taking a risk! That's because no company nowadays can afford to ignore its clients. But how should brokerage firms proceed and where should they start? The RCCAQ will be there over the coming year to assist its members and support them in making the client focus switch!

Why is the client experience so essential?

Several factors account for the essential nature of the client experience today. For one thing, growing numbers of companies in a variety of industries, such as Apple, Netflix, Amazon and Starbucks, are offering different and original experiences, prompting consumers to expect the same kind of treatment from other companies. The members of the insurers panel had a good grasp of this issue; they each outlined how they defined the client experience and how they applied it in practical terms in their own business.

Jean-François Béliveau, Northbridge Insurance – Sylvain Fauchon, Promutuel Insurance – Jean-François Desautels, Intact Insurance – Yves Gagnon, L’Unique General Insurance – Glen Bates, RSA Canada – Martin-Eric Tremblay, Aviva – Mayssa Rifaï, Economical Insurance – Benoit Perreault, presenter.

For insurance brokers, it's no longer a matter of simply providing solid client service, with an efficient complaint management process, good call scripts and clear procedures. "That's now the basic starting point," said Sean Mulcair of Gradient Solutions. "The client experience is much more than that. While client service is quantifiable and measurable, the client experience refers to consumers' total brand exposure and speaks to their emotions!" he added. That's what makes the strategy more demanding.

Another factor contributing to growing interest in the client experience is the ascendancy of Generation Y, which is prompting companies to make improvements. Although it's known for being demanding, the millennials of Generation Y also tend to be more loyal, provided that companies are efficient. Yann Jodoin of National Bank of Canada offered these remarks during the insurers panel: "Accenture confirms that the difference between baby-boomers and Generation X on the one hand, and millennials on the other, is that baby-boomers and Gen Xers will say, 'Give me a reason to leave', whereas millennials will say, "Keep on giving me a reason to stay.'"

TEO Taxi: an amazing business model!

TEO Taxi's experience is a textbook case of what we're talking about. Patrick Gagné, partner and chief of product at Taxelco and TEO Taxi, described the client experience as an obsession at TEO Taxi. Before the company was even up and running, TEO's management, under the leadership of Alexandre Taillefer, spent many months in discussions with industry stakeholders to put together a winning business model for all concerned.

Patrick Gagné, Partner & Chief of Product at Taxelco

Contrary to what one might think, TEO's management doesn't regard Uber's arrival as a threat, but rather as an opportunity to expand the taxi sector, which is indeed one of their most admirable achievements. "To succeed in a sector that's being upended, you have to be brave enough to forgo your short-term revenue," said Mr. Gagné. He also drew a parallel with the music industry, noting that when Napster entered the market, the industry resisted and refused to stay up-to-date. Needless to say, the music industry is now facing a crisis that's swerving out of control...

The insurance brokerage industry would do well to learn from what's happened in the music sector.

The client experience: essential for the AMF as well

According to Eric Stevenson of the AMF, technology has generated enormous opportunities to improve the client experience. These opportunities are precisely what the AMF hopes to seize. Mr. Stevenson and his team are determined to keep on improving their practices in order to make them user-friendlier and more efficient.

Eric Stevenson, Superintendent, Client Services and Distribution Oversight

In this regard, client focus is one of three major issues that Mr. Stevenson's team is working on. Their goal is to improve and accelerate online services while ensuring closer ties between the AMF's clients and the employees who interact with them.

Human contact remains a key part of the client experience

Richard Branson, the world-famous founder of Virgin, once said, "Invest first in your employees and they'll then take good care of your clients”.

Jasmin Bergeron also emphasized human relations during the training activity he presented. One of the key points he made concerned the "last impression". Without neglecting the importance of the first impression, Mr. Bergeron is convinced that it's during the final minutes of a meeting that you have the greatest chance to score points. He also advised the participants to make sure that clients are satisfied before they leave, to reassure them about the products they have chosen and to ensure that the get-together ends on a friendly and personal note.

All in all, the 2016 convention was filled with useful information and advice, which the RCCAQ will enhance by supporting its members throughout the coming year. It will also be encouraging brokerage firms to take action, including putting together a vision statement and a solid business plan, as well as taking practical steps on a day-to-day basis, in line with the suggestion made by Benoit Perreault, consultant and expert in client experience management: "The best client experience indicator is the action you take. That means everything you can do while interacting with clients with a view to meeting their needs and adapting as you go along."