When is a digital insurance payment more than a digital insurance payment? It’s not a riddle. It’s an honest question with a surprisingly simple answer: When it benefits clients, goes beyond convenience and finally puts an end to the paper check.
Payments don’t have to be a drag. In fact, they’re a widely underutilized client nurturing opportunity. When it comes to digital insurance payment options, consider these three “hidden” benefits and opportunities:
1) Turn a negative into a positive. Your clients might complain about paying their insurance premiums. But what they really mean is that they don’t like the insurance payment process. Can you blame them? Cutting a check is time-intensive and a hassle. They have to find their checkbook, write and record the check, buy stamps, mail it and wait for it to clear. That’s a lot of effort, not to mention a waste of time.
Like a pediatrician dispensing lollipops after administering a shot, you can turn a negative into a positive. Offering a digital payment option in lieu of checks is a big step in alleviating your clients’ “payment pain.” But that’s just the beginning. The real change happens when you leverage each touchpoint into a client nurturing opportunity.
2) Personalize the touchpoint. We all know that insurance is a relationship-driven business and exceptional service is a way to set your agency apart from the competition. Sure, you’d like to connect with all your clients in person, but that’s not always practical. Phone calls are hit or miss, emails often end up in the junk folder and many of your other outreach attempts can easily go ignored.
The digital era has opened up new opportunities for more personalized client nurturing. It’s as easy as it is effective—let your regular touchpoints do double duty! Simply add a heartfelt note or include a helpful tip with each payment. Or, with a yearly renewal payment, how about a congratulations on another year in business? Like a spoonful of sugar makes the medicine go down, wrapping a thoughtful, caring message around their invoice makes clients feel happy instead of frazzled.
3) Go green. No one likes to be part of the problem, but giving up that paper trail can be hard for some people. Digital payments provide the best of both worlds.
Client nurturing is about showing that you care. It’s a relationship business. Use those client touchpoints to full advantage. Little notes and reminders about the things that you know your client cares about can have a big impact.
To get started with digital payments, visit ePayPolicy.
