Producer spotlight
The right approach to reaching producers
Please stop calling! That was the general consensus among brokers when asked how they prefer to receive communications from insurance carriers. According to research by Minnesota Life, more than 70 percent said phone calls were their least welcome form of contact.
The online study, conducted for Minnesota Life by MORI Research, interviewed 58 group insurance intermediaries or brokers. Respondents were asked how - and by which communication channels - they prefer to receive information from insurance carriers. The study confirmed there is no one communication channel that the majority of benefits brokers favored. "Employing a mix of communication channels is the right approach to reaching producers effectively," says Brent Stahl, principal at MORI Research.
Personal visits still highly rated
Benefits brokers and consultants not only use a variety of communication channels, but they also appear to segment by their preferred methods. Some are oriented to traditional communication vehicles such as printed newsletters, trade shows and standard mail. Others are more online-engaged, preferring blogs, podcasts and RSS feeds. Whether they favor electronic or traditional communications, a large number of the benefits brokers and consultants interviewed (43 percent) said that personal visits from sales representatives create more visibility and strengthen relationships with carriers.
The research also discovered that brokers want to control the timing and content of the information they receive. Sixty percent said they were strongly interested in open or secure web sites where they can download the information they need, when they need it. What's more, the survey found that respondents appreciate the rapid communication opportunities that online options provide - but only if the content is compelling. More than a third of respondents expressed interest in webinars.
Regardless of how they want to communicate, benefits brokers and consultants generally agree on what information they find most helpful: They all want to know about new products and information that helps them do their jobs better. This includes information about legislation and government issues, as well as industry news and advice on improving sales and service. Financial reports and information about the carrier are of lesser, but still significant, interest.
The bottom line is that regardless of the communication channel used, benefits brokers value information that is relevant and tailored toward their needs.
Resources
Intermediary Study, conducted by MORI Research for Minnesota Life, October 2008.
