The COVID-19 pandemic and the resulting “stay at home” orders from state and local governments prompted a wave of knowledge-based businesses shuttering their offices and setting employees up to work remotely. Even now, well over a year after the Center for Disease Control declared an end to the pandemic, workers at many businesses, including insurance agencies, continue to work remotely at least a few days a week.
What was once seen as a means of getting through a health emergency can now be a way for agencies to cut costs dramatically. Some agencies have abandoned the central office model in favor of full-time virtual operations. If you’re considering this model, there are certain things your agency can do to make it successful.
First, maintain some kind of physical presence. Some clients may want to visit with producers and account managers in person, rather than over video. An office environment provides more privacy for these meetings than do restaurants and coffee shops. An agency can lease smaller office space to reflect fewer staff on-site, use an executive suite service or other type of coworking space.
Remember that virtual does not always mean virtual. Your producers and you should remain available for in-person meetings with clients should they want them. These can be either at the client’s location or at your scaled office space. Do not hide behind your computer, this is not a successful model for long-term growth and won ‘t win you the best clients. Furthermore, getting involved in the community is even more essential when you have a virtual office.
Second, don’t skimp on technology. Reliable video conferencing software is essential for meetings with clients and staff. Zoom, Go To Meeting, and Microsoft Teams are examples of good applications. Spend money on the premium versions for effective communications. Consider adding applications to your website to enable customers to meet their needs without direct contact with your staff.
In addition, give clients access to carrier claim reporting pages and phone numbers, links where they can request loss information or certificates of insurance, portals for submitting coverage change requests, and more. Your agency’s phone number and email address should be on every page to make contacting you simple for clients. Most clients will not need emergency help after hours and on weekends, but set up a way for them to reach you if they do.
If your agency is not yet using artificial intelligence (AI) software tools, look into ways that this technology can improve your service. Agencies can use chatbots and other AI tools to answer routine questions quickly, freeing up time for producers and staff to handle more complex issues.
Publish regular issues of agency newsletters or posts on social media platforms that your clients use. The topics can be related to coverages clients should consider, new loss exposures, what to do during a weather emergency, effective handling of claim situations, or even just events in your community. Use other forms of marketing, including traditional methods, search engine optimization for clients using search platforms to find insurance help, and ads on sites such as YouTube. Take advantage of carrier matching programs to pay for ads. These efforts will help offset the reduced visibility from not having a large office.
Finally, remember the basics: Answer the phone. Respond promptly to phone messages and emails. Clients want to feel cared for. They will leave your agency if they feel ignored. Responding quickly to their contacts will remind them that, despite the agency being virtual, you are there for them when they need you. Downsizing your office space and moving to a more virtual operations model can be a tremendous cost saver for an agency. Coupled with effective and efficient tools for maintaining strong client relationships, it can improve your agency’s profitability and increase its value. Every day, more business is done online and more clients expect to do business that way. A well-run virtual agency can meet clients where they are, provide them with the service they need, and benefit the agency’s bottom line.
