One of the key concepts in managing customer relationships islistening to the voice of the customer. For brokers, that frontline customer is the employer.

Over the past few months I have been in several meetings withemployers where a few definite themes have emerged about theirneeds. While this is not a scientific study, these themes point toobvious things employers want to experience when working with abenefits provider. 

Get obsolete forms and information offwebsites. Two stories illustrate the pitfalls of obsoleteforms.  In the first, during a finalist presentation abenefits manager asked whether we had current disability claimforms on our website. We said yes, and then asked why this was akey question. The benefits manager went on to explain one of thereasons they went to market with their disability plan was theirincumbent carrier had obsolete claim forms on the Web and requireda claimant to complete a second form after they had already usedone from the Web. Of course, the claimant was a key executive whowas very unhappy. The second illustration is from another meetingwith an HR benefits administrator who indicated she goes on towebsites from providers to test whether the products and servicesbeing proposed are updated. She had recently received an email froma broker describing a great new money-saving voluntary life programher company could sponsor. The broker trumpeted this as the newestpackage on the market. She went to their website and found a linkto the great package the broker had described in the email, whichwas on the broker's page listed as “new for 2007.” Needless to say, her interest level quickly deflated.

Communicate available reports. Employers wantto know what reports are available on demand to help them managetheir business. Accurate censuses of covered persons and premiumreports (payroll deduction reports on voluntary) areessential.  

Employer views of various enrollmenttechniques. This is one area where it is important toprovide direction as well as to ask for input. Recent studies areconsistent in showing employer interest in Web enrollment methods.But Web enrollments make it difficult to make the personalconnection of benefits to employee needs. In group meetings,employees often reinforce how products work by bringing up personalstories covering how insurance helped them. In person-to-personenrollment discussions, this often happens as well. But on the Web,reading a need-benefit story may not make a personal connection. Doas much as possible to convince employers of the value of in-personmeetings to make sure employees are well-informed before they goonline. Employees like to enroll online; they like to be informedin person.

Use green processing techniques and salestactics. An increasing number of employers are seekingbusiness partners who have “gone green.” What's good for theenvironment is often good for business. Make sure you educateemployers on paperless service and billing options, e-delivery ofplan documents, etc. Provide employers with simple Web tools alongthe lines of “five things to consider” about various insuranceproducts in place of printed brochures. Conduct your group meetingsusing PowerPoint presentations in place of paper handouts when Webenrollment is planned. Insurance is known as a paper-basedbusiness, so this can be a positive distinguishing point.

Of course, in the end you'll want to listen to your specificemployer first, then lock in your proposal and describe plannedsupport services. Knowing what employers want is a major steptoward winning—and keeping—good business.