We’re always asked to do more with less and at the same time create a differentiator and a unique client experience. How and what can we do to accomplish this two pronged goal?

How often do you have a carrier rep conduct your open enrollment meetings? We’re busy, it’s Q4 and we’re buried in renewals and they have offered to assist. Or maybe you hate ever doing employee meetings because you’re uncomfortable speaking in front of a group.

Although their efforts are appreciated, are we truly capturing the potential opportunity? This might be your chance to create value, a differentiator and a unique client experience.

Also see: "Top 10 technologies used by advisers."

I would suggest that you or one of your team members conduct all your open enrolment meetings. Only you can explain the corporate benefit strategy, i.e., why has management selected these benefits, what’s happening in the market, and how do any of the benefit changes compare with what they previously had.

This also allows you and your team to get to know the employees, more fully explain any individual questions or concerns they may have and create a face behind the benefit adviser.

'Huge returns'

Our objective should be to provide education on plan benefits and features which will enhance the employee experience and reduce the servicing workload on you and your team. Our experience has been that frequently these meetings can be too dry and uninteresting.

Also see: "Why don't we go after more top clients?"

Perhaps you can create a video presentation, with animation, that can bring to life the presentation/content and you can provide the color commentary. Would it not be possible to create several standard videos that could be customized for each client?

A small initial investment that can return huge returns. What do you want your client’s open enrollment experience to be?

Torelli is area senior vice president at Arthur J. Gallagher & Co. and an EBA Advisory Board member. Reach him at Andy_Torelli@ajg.com.

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